More Than Half of Gen-Z Interested in Careers as Social Media Influencers

Technology has given rise to whole new career paths—social media managers, e-commerce directors, and new roles in IT and engineering, to name a few. It’s also given rise to the influencer. For the uninitiated, influencers are essentially social media content creators that market products and services—offered by them (such as infant feeding classes), someone else (i.e., clothes or beauty products), or a mix of both.

New data from Morning Consult shows the career may continue to grow. According to the report, 57% of people in Gen-Z (people born between 1997 and 2012) say they’d be an influencer if the opportunity presented itself. That number is virtually the same as in 2019 (57%).

The numbers fly in the face of the drumbeat of information that sounds the alarm about the impact social media can have on mental health. That includes a 2021 report from former Facebook (now Meta) whistleblower Frances Haugen indicating that the company knew Instagram worsened thoughts of suicide and eating disorders in teen girls, among other problems. Early this year, Surgeon General Vivek Murthy, M.D., MBA, issued a report blaming social media for contributing to the youth mental health crisis.

What’s the deal? I was asked to do a hot take and speak with experts. Personally, it would be easier for me—an older but not-quite-geriatric Millenial (I was born in 1987)—to dunk on influencers. I could make fun of the career choice as frivolous in the same way more seasoned people in my life quipped about how I just “played on Twitter all day as a one-time social media manager.” 

But I know how that can feel frustrating when it’s your source of income and something you believe in. 

Recently, I was listening to an episode of the Forever 35 Podcast with Glamour editor Stephanie McNeal, author of Swipe Up for More!: Inside the Unfiltered Lives of Influencers. When discussing the appeal of influencers, I brought up the uncertainty spurred by last year’s mass layoffs at companies once considered unflappable, like Meta and Google. Essentially, Gen-Z sees there’s no “guaranteed job” and wants to take control of their job security by working for themselves. 

(As a freelancer who works with large corporations, I’d caution that even if you “work for yourself,” no one operates in a bubble. When companies you partner with struggle financially, budgets may be trimmed, affecting you. But it is helpful when you have your hands in multiple pots, something you can’t always do as a W2 employee).

“While the influencer path may seem like a ticket to financial independence, it's not all sunshine and rainbows, especially if you're entangled in deals with brands that operate on tight budgets and have their own agendas,” says Andrew Monasterio, DNP, PMHNP-BC, APN, a psychiatric nurse practitioner from Mindpath College Health, Isla Vista.

Still, influencers can do meaningful work. I follow plenty of parenting experts who may not consider themselves influencers but fit the bill—Becky Kennedy, PhD, and the team behind Big Little Feelings have helped me navigate tricky moments with my kids, and I’m grateful to them. Most Gen-Z-ers may not be gearing up to push parenting courses (yet), but still. It’s not all dancing and retail pitches.

But at what cost is this content creation and product pitching coming to the influencer? It’s a valid question given the reports and data about the mental health harm social media can come with, particularly youth. 

Perhaps Daniel Rinaldi, a therapist, said it best when he noted, “I think there's a lot to unpack here, and we have to take a zoom out to look at the concept of working for yourself in general.”

Let’s unpack the allure of influencing, self-employment, mental health, and how parents can help their teens navigate the space.

Why Does Gen-Z Want to Influence?

“Why?” and “How?” may be two words that immediately roll off the tongue when someone from an older generation–myself included—reads the Morning Consult statistics about Gen-Z’s continued desire to become influencers. However, experts share the demographic that’s just entering or preparing to enter the workforce has its reasons.

Popularity

Influencers have developed followings and fame once reserved for entertainers and sports stars.

“The desire might be Gen-Z's modern take on the classic dream of becoming a rock star,” Dr. Monasterio says. “The glamour is undeniable, but just as not every aspiring musician reaches Taylor's global status, not every influencer becomes an overnight sensation.”

Money

Influencers earn money off of product endorsements or services, often without having to leave home. To some extent, influencing is a get-rich-quick strategy for the digital age with role models that are, well, the same age or thereabouts as Gen-Zers.

“Gen-Zers like Charli D’Amelio, Everleigh Rose Soutas, and Matty B Raps all have millions of followers, numerous product endorsements, and often receive hundreds of thousands of dollars—if not more—in passive income simply from posting their opinions of what’s cool and what’s not,” says Titania Jordan, Bark Technologies’ Chief Parent Officer and co-author of Parenting in a Tech World. 

It’s ‘intoxicating’ 

Just scrolling TikTok can be fun—but can also lead to an addiction that research indicates is harmful to the mental health of adolescent users. Jordan worries that teens entrenched in the app’s appeal also feel a greater pull to emulate the influencers the algorithm recommends.

“It doesn’t take more than a few clicks to see the list of today’s top teen/tween and even kid influencers and witness their mega popularity with envy,” Jordan says. “To a kid scrolling through their daily feed, this can be intoxicating, and may even feel relatively easy to copy simply by curating their own personal style and experimenting with various filters and reels.”

Experts are Concerned About Harms of Influencing on Gen-Z

“Of course, it doesn’t usually work like this,” Jordan says at the end of her explanation of why Gen-Z has been influenced to influence. 

The popularity and money may seem like a slam dunk to young social media users. However, experts fear that the risks can outweigh the benefits.

As we mentioned, there’s been a steady drumbeat of alarm about the dangers of social media and mental health. In addition to the Surgeon General and whistleblower reports, Bark has also done some digging.

In 2022, the brand released an annual report based on 4.5 billion messages from more than 30 apps and social media platforms. It found that more than 71% of tweens and 83% of teens experienced bullying as a bully, victim, or witness to it. Additionally, more than one-third of tweens (35.7%) and nearly two-thirds of teens (64.3%) were involved in a situation related to self-harm or suicide.  

“All of the stats we read and collect at Bark concern me,” Jordan says. “They also align with the Surgeon General’s warning about the insidious nature of social media as it relates to kids’ mental health. How could constant scrolling and comparing ourselves to others (who often present a false sense of reality) not eat away at our psyches?”

Influencing may only worsen these risks. 

“The pursuit of influencer status often involves significant online exposure, which can lead to issues like cyberbullying, social comparison, and feelings of inadequacy,” says Dr. Monasterio. “The desire to be an influencer, if not approached mindfully, could contribute to mental health challenges.” 

What’s more, influencing isn’t necessarily what, in the parenting world, people term a “nap-time gig”—something you can do for an hour or two while your kid naps and makes a large income. If you do achieve a mass following, it's a job that comes with critics, trolls, and bullying.

“The pressure to maintain a public image, handle criticism, and meet audience expectations can take a toll on one's well-being,” Dr. Monasterio says. “Just as music artists may face the psychological challenges of the spotlight, influencers should be proactive in prioritizing their mental health.” 

How to Talk to Your Children About Influencing 

Perhaps stating the obvious, social media isn’t going away, and neither is influencing. At least for now, it remains a coveted career choice. And, as Gen-Z continues to flex its independence and abilities in the workforce, parents' control over their children’s social media and career choices will lessen.

There’s still time to talk to your kids. Experts share how.

Keep an open mind

It was easy for generations that established their careers in eras that predated the need for social media managers to tell me all I did was “play on Twitter all day.” Yet, that didn’t stop the position from growing. Dr. Monasterio suggests parents avoid uttering similar statements.

“Instead of making broad statements like all social media is bad or saying things like, ‘Stay off Tickity-Tok,’ acknowledge the reality and potential benefit,’” Dr. Monasterio advises. “You could say something like, ‘I see that social media offers great opportunities for creativity and connecting with like-minded people.” 

Go back to basics

Hopefully, you’ve already laid a foundation with your children about social media use, stemming from conversations you had before giving them access to a phone and certain platforms. Consider the discussion about influencing a continuation of that open dialogue. 

“Topics about responsible posting, thinking before sharing, the lasting impact of photos and videos…can never be discussed too early or too often,” Jordan says. “Learn more about the why by asking them who their role models are as influencers, who they want to emulate, what brands they’re thinking about promoting, and how they envision themselves doing this.”

If you haven’t had these conversations, you can start using these talking points. And, one more basic theme to emphasize during these conversations. 

“Remind them, again and again, that followers do not equal friends,” Jordan says. 

Acceptance

You may have envisioned your child being a doctor, lawyer, or teacher. But ultimately, their career choices are up to them. 

“Gen-Z individuals are known for valuing their autonomy and independence,” Dr. Monasterio says. “When discussing their aspirations, respecting their autonomy and allowing them to make their own choices empowers them and fosters a sense of agency in decision-making. Phrases like, ‘Ultimately, it's your journey, and I'm here to support you in making informed decisions,’ convey your respect for their independence.”

What might that support look like? Rinaldi says parents can help by:

• Researching data and facts.
• Asking thought-provoking questions like, “What does it mean to review a product?”
• Discussing that influencers may buy likes and followers and the dangers of comparison. 

“The key here is also to be involved in the journey with your child,” Rinaldi says.

Discuss guardrails

Parents may fear that supporting a child’s decision to influence is like giving them unfettered access to the Wild West. Just like allowing them to join a social media platform or have a phone isn’t a license to do whatever they want, neither is this support. Boundaries are critical.

“Discuss online safety and the importance of setting boundaries,” Dr. Monasterio says. “Encourage them to consider what they're comfortable sharing and with whom. You might say, ‘Let's create some ground rules together to protect your privacy and safety online.’”

Monitor and fine-tune

Discussions and rules around social media use and content creation are more than one-and-done. As platforms and your child’s journey evolve, and we get more information, it’s OK to revisit boundaries and your stance on influencing.

For example, if screen time is soaring, Dr. Monasterio suggests saying something like, “Let's agree on screen time limits so you can have time for other hobbies and spending time with friends."

Finally, emphasizing the importance of mental health in your reasoning also resonates with this generation.

“Share phrases like, ‘It's essential to take breaks and care for your well-being. Let's talk about how you're feeling and make sure you have strategies for managing stress,’” Dr. Monasterio says.