This Is How Multicultural Influencers Are Changing The Marketing Game

King Bach, Lele Pons, Brent Rivera, Jordyn Woods…these are some of the top social media stars followed by teens today, according to new Digital Lives Study data from the Culture Marketing Council: The Voice of Hispanic Marketing (CMC).

While teens and young adults have always set the social trends from the Beatles to hip-hop, to the grunge movement, their following of social media influencers is unique because it crosses cultural and racial lines across all segments.

“From an Instagram post to a YouTube video, product endorsement in such an influential community can make all the difference in your brand’s perception and success—this is why it’s important to integrate your influencer marketing at every step of the marketing process and be armed with the right cultural insights.” – CMC Research Chair Nancy Tellet, founder, brand & consumer navigator at PureClarity LLC.

Here are some facts.


The 13-49 social media influencer follower market is a multicultural majority.

55 percent (6.7 million) of 13-17 followers are multicultural, 51 percent (31.3 million) of 18-49 are multicultural.

Trusted Sources

Sixty-nine percent of Hispanic teens and 51 percent of non-Hispanic teens see the influencer as a trusted source and would consider buying the brand or service they feature.

The Top 20 Influencers Are Diverse

Unlike the entertainment industry where the majority of scripted TV show creators and leads are white, 62 percent of top 20 combined Instagram/YouTube leading vloggers in 2018 were multicultural.

People are not just following influencers that share their culture or racial profile.

Roughly half of all 13-34’s influencers are of another culture—even among non-Hispanic whites—reflecting a generation that is more culturally open.

Six of the nine top influencers crossing teen cultural siloes are multicultural with one-third being of mixed race.

Three of the top four 18-34 influencers crossing siloes are multicultural women—in fact, Lilly Singh will take over Carson Daly’s late-night slot on TV with “A Little Late with Lilly Singh” this fall.