Influencer marketing & teenagers: what is the real impact of social media and how to launch ethical campaigns accordingl

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The unprecedented access to information, especially through social media, that young people have today brings with it an ethical responsibility for all content creators. Consequently, brands should have transparency, authenticity and responsibility as ethical pillars in their influencer marketing campaigns.

Key points about influencer marketing and its influence on young people
The impact that influencers have on the new generations is notable, with both positive and negative consequences.
Generation Z is more willing to purchase products from brands that align with their principles and values.
Brands need to listen to younger audiences through social media and interact with them. This means being present on the social networks they use most and encouraging their participation.
Social media usage and consumption habits of young Spaniards
Before delving into the possible effects, both positive and negative, of social media use by children and adolescents, it is important to know how their consumption habits behave today.

It is estimated that by 2025 there will be approximately 5.4 billion active social media users worldwide , and young people will make up a large percentage of this figure. In fact, the annual survey by the National Institute of Statistics (INE) in 2022 revealed that the most active social media users in Spain were students (94.4%) and young people aged 16 to 24 (92.6%) .


Source Statista

Likewise, women between 16 and 24 years old are those who invest the most time on networks, a total of 3 hours and 11 minutes, while men spend 2 hours and 46 minutes.

The most popular social media platforms among boys and girls in Spain are Instagram, TikTok and YouTube , and on average, each user uses around 6 different social media platforms.

In terms of how minors purchase products, it has been shown that Generation Z is more willing to purchase products from brands that align with their values . In fact, 36% enjoy buying products that are compatible with their social and political beliefs.

Along the same lines, 81.6% of young people actively follow influencers on their cell phones, mainly through Instagram (81.6%) , followed by YouTube (58.9%) and TikTok (55.6%) . And, 70% of teenagers trust influencers' advertising more than that of celebrities, which is why companies are increasingly starting to include collaborations with influencers in their strategies, especially when the target audience is focused on teenagers and young adults.

What impact do influencers have on young people?
The impact that influencers have on the new generations is notable, vp risk email database with both positive and negative consequences.

In many cases, young people and teenagers perceive influencers as role models, even going so far as to replicate their behaviour, lifestyle and principles. These factors can shape young people's everyday choices and behaviours.

You might be interested in: Responsible influencer marketing: #influenceforgood

One of the most notable points is related to self-acceptance, since many content creators tend to promote an idealized and stereotypical body image , which can generate a negative impact on young people's self-esteem and self-conception of their bodies on social networks.

However, in most cases, responsible content creators who promote healthy behavior can serve as motivation and inspiration for young people to achieve their dreams and goals. In this scenario, brands must be selective with the influencers they select for their campaigns, since the reputation they manage to consolidate with future consumers will depend on it.

In any case, it is important for young people to develop critical skills to evaluate and understand the content they consume on social media. In addition, teachers at school and parents should encourage their children to think critically when faced with the information they receive every day through platforms such as YouTube, Instagram, Twitter, Facebook or TikTok, encouraging open conversations and providing them with guidance on how to handle it appropriately.