International Influencer Aspirations: How Many People Dream of Becoming Full-Time Influencers?

Our Influencer Aspirations research report has gone international, offering a look at the career aspirations of individuals across various countries. The 2024 report explores who currently considers themselves influencers, who aspires to become one, and the role influencer marketing plays in consumers’ daily lives. 

We surveyed 6,322 respondents across the United States, Mexico, Canada, Australia, the United Kingdom, and China, to uncover insights about online career ambitions. We found that 25% of participants identify as influencers. 

Globally, only 7% of influencers have over 500,000 followers, underscoring the vast majority who operate with smaller, yet highly engaged audiences.

When comparing the represented countries, China’s aspirations stand out, with 60% of its adults expressing a desire to become influencers, contrasting sharply with the United States, where only 14% of respondents feel the same.

We also discovered that 63% of adults ages 18 to 60 would be willing to leave their traditional jobs for a full-time influencer role, reflecting the allure of this growing industry. It’s clear that influencer marketing is shaping the future of work and commerce on a global scale.

Influencer aspirations worldwide

• 25% of respondents identify as influencers.
• 43% of respondents know someone personally who is an influencer.
• Nearly 68% of influencers surveyed work full-time.

Differences among countries

• Global aspirations: In China, 60% of respondents aspire to be influencers, while just 14% in the U.S. share this ambition.
• In China, 65.9% of respondents know someone who is an influencer, the highest of the surveyed regions.
• 45% of respondents in Mexico aspire to be influencers, the second-highest country surveyed.
• 79.3% of respondents in Mexico would quit their jobs to become full-time influencers, the highest of the countries surveyed.

Social media usage trends

• Mexico leads with an average of 6.8 hours spent on social media daily, while Australians spend around 4.5 hours. Those logging over five hours daily are 3.2 times more likely to receive compensation from brands for their posts.
• Influencers are more inclined to be self-employed than typical social media users.

The insights can help brands and marketers understand the growing impact of influencer marketing on consumer behavior and trends, paving the way for informed decisions and strategies in the future. Interested in learning more? Download our full report on International Influencer Aspirations for additional insights.

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