Over half of internet users say they follow some sort of celebrity account on social, with figures reaching as high as 68% among 16-24s, according to new research.
The data, from Global Web Index, indicates that 16-34s are about three times as likely as the oldest age group to find new brands or products via celebrity endorsements.
In response to the rising number of celebrities and influencers being paid to promote various brands or products, Instagram is now that it was testing a way for influencers to identify their sponsored posts.
This is yet another indication of how established influencer marketing on social media has become.
While this kind of marketing provides brands with targeted exposure to the right kind of consumer, as yet the numbers who say they discover new brands from celebs is much lower than those who are following.
But the age-based trends are key here: 16-34s are about 3x as likely as the oldest age group to find new brands or products this way.
Source: Global Web Index