Global content creators who are influencers 2022, by country

According to a survey of content creators conducted in May 2022 in nine global markets, approximately two in 10 content creators based in Brazil and Australia were also influencers. Influencers usually have a larger user base and a higher reach, with less segmentation among followers. Content creators are identified as users who participate in artistic or creative activities and choose to share them online as social media content on monthly basis. In France, 22 percent of content creators that were Gen Z users were also influencers, namely, they had 5,000 or more followers and earned money from social media. In comparison, only 12 percent of general content creators could define themselves as influencers.