Generations of influencers. Who has more influence on Instagram: Zoomers, Millennials, Generation X or Boomers?

Nick Baklanov

Marketing specialist at HypeAuditor. Connect on Linkedin.

Technology usage across all generations from Baby Boomers to Gen X to Millennials and beyond continues to grow.

Covid accelerated digitalization and the number of active social media users have increased by 10.5%.

It became interesting for us to look at the Instagram influencers in terms of their belonging to a particular generation and their features of content production.

Key Findings

  • Most Instagram influencers are Millennials (54%), with Gen Z in second place with 31%. Gen X and Boomers 4.9% and 0.62%, respectively.
  • Gen X influencers have 3 times more male influencers than women, and boomers have 5 times more male influencers than women.
  • Gen Z influencer followers are more active and more engaged in influencers content. Gen X has the least ER.
  • Every 9th Gen X and Boomer Influencer has the blue verification Instagram checkmark. Among Gen Z, the least number of accounts is verified – only 3.15%.
  • Account of Vice President @kamalaharris is among the Top 5 most mentioned Instagram accounts by influencers from generations of Gen Z, Gen X and BoomersMillennials only have brands among the Top 5 most mentioned accounts

Distribution of Instagram Influencers by generations

Most Instagram influencers are Millennials (54%), with Gen Z in second place with 31%. Gen X and Boomers 4.9% and 0.62%, respectively.

Gen X influencers have 3 times more male influencers than women, and boomers have 5 times more male influencers than women.

Average Engagement rate of Instagram Influencers by generations

Gen Z influencer followers are more active and more engaged in influencers content. Gen X has the least ER.

Instagram verification by Generations

Every 9th Gen X and Boomer Influencer has the blue verification Instagram checkmark. Among Gen Z, the least number of accounts is verified – only 3.15%.

Such a big difference suggests that among Gen X and Boomer influencers there are more public and famous people: artists, writers, politicians. Since Gen Z and Millennials are dominated by social media personalities.

Average Audience Quality Score by Generations

Gen X and the Boomer generation have the highest average AQS scores. Gen Z has the lowest quality AQS.

Audience Quality Score (AQS) is an internal HypeAuditor metric – the result of 8 metrics which are split into 4 key categories:

  1. Engagement Rate (ER) (% of followers who are engaged with the influencer’s content),
  2. Active Audience Type (% of real people among influencer’s followers),
  3. Growth (abnormal activities detected in Followers & Followings graphs),
  4. Comments Authenticity (% of recent comments which come from accounts that don’t participate in Engagement Pods.)

It gives a general idea of the audience quality of an influencer account.

Gen Z Influencers on Instagram

Gen Z and Millennials dominate among Gen Z’s subscribers. They are almost equally divided, about 48%. Gen X is only 3.4% and the number of Boomers is very insignificant – 0.2%

Millennials Influencers on Instagram

The majority of Millennial subscribers are also Millennials 55.27%. Gen Z comes in second with 39.5%. Gen X and Boomers barely gain 5% together: 4.79% for Gen X and 0.44% for Boomers.

Gen X Influencers on Instagram

The majority of Gen X’s subscribers are Millennials (59.61%). Gen Z is slightly less – 31.94%. Gen X and Boomers 7.27% and 1.18% respectively.

Boomers Influencers on Instagram

Boomers also have a majority of Millennials subscribers – 58.37%. Gen Z is almost two times less – 29.9%. And the largest number of Gen X and Boomers among all generations – 9.74% and 1.99%, respectively.

Top 5 most mentioned accounts in 2020 by Generations

Account of Vice President @kamalaharris is among the Top 5 most mentioned Instagram accounts by influencers from generations of Gen Z, Gen X and Boomers

Millennials only have brands among the Top 5 most mentioned accounts.

Comments are closed.