Going viral: A report on cultural creators

According to a report from GWI and Imgur, social media users prefer friends, family and other people they know when following social media accounts. But beyond their acquaintances, social media users are more likely to list entertainment, meme or parody accounts as their favorites than athletes, musicians, actors, gamers and influencers.

This shows that social media has a real affinity for humor. When asked what qualities they most want in content creators, respondents first chose "funny" (28%), followed by "trustworthy" (22%) and "authentic" (14%).

Authenticity is important to young people

According to the report, Generation Z social media users (those born between 1998 and 2004) are "leading" a trend toward more authentic and relatable content. In fact, this group of social media users is increasingly accepting of those who express that they are struggling. In the second quarter of 2021, it was 60%, up from 57% in the second quarter of 2020. At the same time, they are less likely to be influenced by:

cool or trendy (down from 26% to 23%),

Or they want to impress others with their lifestyle (down from 23% to 20%).

Creativity over curation?

Another theme that emerged from the study was a preference for originality over curation. About 43% of social media users surveyed said they prefer to follow content creators who post original content; only 12% prefer to follow content creators who post reposted content. The remaining 45% were neutral.

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