January 4th, 2023, Clifton Mark
They don’t call them “influencers” for nothing. Data from YouGov Surveys shows that large proportions of consumers take notice of influencer endorsements when they’re shopping for all kinds of products, from clothes (46%) to healthcare products (41%). That’s why influencer-marketing has become a part of so many brands’ marketing strategy. But who are the biggest names in the game? Who are the most well-known and popular influencers in the USA?
YouGov Profiles tracks a wealth of consumer data including attitudes towards brands and celebrities. According to data from this tool, here are the ten most well-known influencers in America.
The most famous influencers in America are brothers Logan and Jake Paul, whom about half of respondents have heard of. The siblings got their social media start on the now-defunct video platform Vine. Joanna Stevens Gaines, star of the reality TV show Fixer Upper, is in the third slot with 46% of US adults having heard of her.
However, renown does not tell the whole story. The influencers who are the most well-known are not necessarily the best-liked. For example, 24% of consumers have a positive view of Stevens Gaines compared to 17% for Logan Paul and 15% for Jake, neither of whom make the top ten based on positivity ratings. Mr Ballen, a former US Navy SEAL who talks about true crime and other dark and mysterious stories has the highest positivity rating, followed by Mark Rober, a science YouTuber and former NASA engineer.
YouGov Profiles can also show how the people who are familiar with each influencer make up distinctive groups compared to the general population. For example, fans of Logan Paul skew young and male and are much more likely to be willing to give up their bank accounts and use cryptocurrency instead (48% vs 14%) and about twice as likely to say “I don’t mind taking risks with my money” (63% vs 30%). Those who have a positive attitude towards home renovation influencer Joanna Stevens Gaines skew female and are much more likely to agree that “I don’t want to be locked into owning a car because my needs may change” (49%) than the general population (29%) as well as to be passionate about tennis (35% vs 14%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Photo by Laura Chouette on Unsplash