Global views on social media content creators 2021

A 2021 survey revealed that content creators on social media served as a source of inspiration and information for more than seven in ten social media users globally. For instance, 78 percent of respondents said they had discovered new products while watching videos from content creators. Meanwhile, 76 percent reported finding useful information about products and brands through this type of content.

Consumer opinions on social media content creators worldwide as of October 2021

Characteristic	Share of respondents
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Release date

October 2021

More information

Region

Worldwide

Survey time period

as of October 2021

Number of respondents

2,230 respondents

Age group

18-45 years

Special properties

average agreement across all platforms surveyed*

Supplementary notes

* The source included users from the following social media platforms: TikTok, YouTube, Facebook, Instagram, Snapchat, and Kwai for Brazil only.

To the question: "Thinking now about content creators, to what extent do you agree with the following statements?" (strongly agree/somewhat agree)

The survey date was not indicated, the date used is that of release.

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