TikTok: The Rise of Gen Z Influencers
They make you feel like anyone could be an influencer.
Social media, especially TikTok, is filled with young influencers dancing around and making videos about their lifestyles, the topics aren’t new yet they gain thousands and thousands of fans worldwide. Some might even rank up to millions of followers.
Have you ever wondered why there are so many of them?
1. Anyone Could Be A Star?
TikTok offers a unique platform for everyone everywhere to showcase their talents, it’s almost like a Global Got Talent show but online. From amateur songwriters and artists to people who went viral for something as abstract as their looks, TikTok has witnessed a surge in influencers, especially Gen Zers. But is it true that TikTok fame is for everyone?
Let’s try to answer this question by studying some cases of Gen Z influencers.
a. Bella Poarch
You must’ve recognized this face.
Bella Poarch was born on February 8, 1997, in the Philippines, however, there remains debate regarding the precision of her birthday as she never confirms it publicly. Judging from the posts for her 18th birthday on her social accounts, some might even argue she was born in 2001, which makes her 23 years old. Considering her claim to have served in the U.S. Navy as early as 2015, it's implausible that she was born in 2001 [1].
Either way, it is undeniable that Bella is one of the most successful Gen Z KOLs on the platform.
Both of Bella Poarch's biological parents were Filipino, but her grandmother brought her up. At the age of three, she was adopted by a military family of a white American father and a Filipino mother, both of whom were physically and verbally abusive toward Bella during her childhood. Bella Poarch had a secret husband who was also abusive, it is reported that she filed a divorce in 2022 [2].
That’s some background info, now to the main part: What did Bella do to get 94 million followers on her TikTok account?
Well, she posted gaming and cosplaying videos on the platform but what made her famous wasn’t games or comic costumes, it was a lip-syncing video. In 2020, after posting a video in which she lip-synced to the British rap song “M to the B,” Bella captured widespread attention, propelling the video to become the most-liked on the app. Within just 8 months of her debut video release, she skyrocketed to a new dome of fame. With an anime-like expression and cute makeup that resembles Vanellope Von Sweets in “Wreck-it Ralph,” Bella became a new Internet sensation at the time.
3 years later, Bella became the fourth richest TikTok star after Charli D'Amelio, Dixie D'Amelio, and Addison Rae [3]. This 10-second video has currently achieved 66.1M likes, earning her numerous brand deals afterward.
Bella is now redirecting her career path as a singer.
b. Charli D'Amelio & Dixie D'Amelio
The sisters of the D’Amelio. Their journey to the hall of fame has inspired other young adults to stride in the same footsteps: dancing on TikTok.
Even if you're not a regular vid TikTok user, chances are you've come across the ubiquitous presence of Charli and Dixie D'Amelio. Their influence exceeds the boundaries of the social media platform where they initially rose to fame, infiltrating various facets of popular culture.
So what turns Charli and Dixie into the top tier TikTokers with 153.7M followers and 56.2M followers respectively?
In 2019, the girls shot to fame on TikTok overnight with their low-production, self-shot dance and lip-sync videos from their messy bedrooms in Norwalk, Connecticut. By 2021, Charli had amassed a staggering $17.5 million in earnings from branding and endorsement deals, earning her the title of the “world's highest-paid TikTok star”, dubbed by Forbes. Meanwhile, her older sister Dixie raked in $10 million [4]. The sisters have so far featured in various gameshows and talk shows ever since their debut. However, when someone gets too drunk on fame, they tend to expose their hidden side too much.
In 2020, they messed up big time. Charli was still TikTok's top star with an impressive 98.5 million followers at the time, however, she soon faced a setback, losing at least one million followers after the debut of her new series, “Dinner With the D’Amelios,” on YouTube [5].
The series is about her family dining with surprise guests, with makeup artist James Charles being the first. In the clip, the family and Charles gather for a paella dinner prepared by D’Amelio’s private chef Aaron May. When Dixie encounters a snail in the dish, May explains it's a traditional part of paella symbolizing good luck and fortune. Charli responds skeptically, exclaiming, “Liars.” Despite encouragement from the table, Dixie reluctantly takes a bite of the snail, only to gag and hastily exit to vomit, much to the surprise of the chef. Later in the video, Charli expresses, “Ugh, I just wish I had more time because imagine if I hit 100 mil one year after hitting a mil.” Charles playfully remarks, “95 million not enough for you?” Charli responds with a playful tone, “Well I was just saying, like, even numbers,” before trailing off with a smile and a shrug.
Despite having posted a video explaining the situation, the sisters received a massive backlash. But they managed to recover from that and move on.
c. Catherine Volcy (a.k.a Cat)
A rather strange name in this list but TikTok creators like Cat deserve more recognition.
Cat, or Catherine Volcy, is a 24-year-old Towson University graduate in Maryland. Started her own TikTok account in 2020, Catherine is often seen sharing her experiences and offering mental health and self-care & love tips. Through daily video vlogs and a podcast tailored to students navigating the pandemic, Catherine provides guidance and fosters a sense of self-care during these uncertain times [6].
Catherine is not afraid to publicly address her struggles with mental health in public, and what's even more admirable is her determination to openly share those moments. Catherine graduated summa cum laude with a Bachelor of Science in Psychology, the insights and advice she shared remain valuable to other Gen Zers who are experiencing similar struggles. She is deeply passionate about empowering and supporting Black women and girls through conversations about wellness.
There are plenty of Gen Z TikTok creators who are willing to share their valuable assets and thought-provoking content rather than just doing trending dance moves or engaging in extreme challenges for views and likes, it’s such a pity that the very wholesome niche they’re focusing on is what makes them underrated and sunk beneath the surface.
So…?
Does TikTok fame greet everyone with open arms? Depends.
TikTok fame doesn't necessarily greet everyone. While the platform is open for anyone who wishes to gain recognition and influence in multiple niches such as singing, dancing, acting, or doing dumb stuff, success on TikTok often depends on a combination of factors such as creativity, consistency, timing, and luck.
Not every user will achieve fame or manage to build a considerable following, even if they do, they’ll be more concerned about expanding and standing out amidst the vast amount of content on the platform. After all, the algorithm can play an important role in deciding who’s gonna be famous next.
However, the fact that there are more and more Gen Z TikTokers becoming famous on the platform is surprising. So what leads to this phenomenon?
2. What’s The Motivation?
Are there any reasons behind the growing trend of becoming an Internet influencer among Gen Zers?
Well-paid, Flexible and Fun
According to Ellyn Briggs, a brands analyst at Morning Consult, the surge in TikTok's popularity has made the idea of becoming an influencer seem more attainable: "No-frills, direct-to-cam and low-editing content does well on TikTok, so it’s broadened the amount of people who feel influencing is accessible to them."
In simpler terms, over fifty percent of Gen Z individuals "believe people can easily make a career in influencing," she adds [7]. Most Gen Zers think becoming an influencer is a respectable career path, with a comparable number indicating they would leave their current jobs if being an influencer could help them financially. Surprisingly, three out of every ten young adults would even be willing to pay for courses on how to be influencers.
According to Briggs, the primary point that motivates Gen Zers to choose Internet KOL as a career is the potential to earn money, closely followed by the desire for a flexible work schedule and ultimately, the ability to do something fun and stress-free.
Privileges Of Being An Influencer
Brand deals, sponsorships, exclusive events, and exceptional treatment, you name it.
Brands often form partnerships with influencers to promote their products, most of which will be sent for free as a part of the deal. Besides, influencers would receive many complimentary items, from cosmetic and fashion products to traveling bundles and exclusive event invitations.
Last but not least, exceptional treatment in public. Some TikTok stars even take advantage of their fame to get into an establishment for free. Yes, I’m talking about Addison Rae.
A video of young Addison Rae back when she was in college in Baton Rouge circulated on the Internet. In the video, Addison was seen asking for bar entry in exchange for a shout-out or promo on her TikTok, stating that she has “half a million followers on my TikTok” [8].
So basically, being an influencer earns you the right to consider yourselves a “celebrity”.
People Listen To You
According to a 2021 YouGov poll, there’s an increasing number of young individuals who aspire to become online celebrities, vloggers, YouTubers, or professional streamers. These occupations ranked as the top dream jobs among teens aged 13 to 17. This preference surpassed traditional career paths such as becoming a doctor or nurse, professional athlete, musician, or actor.
And the top two platforms where users gravitate towards influencer content are YouTube and TikTok. Some young adults also admit their trust in celebrities, athletes and social media influencers has grown in recent years. They consider their friends and families, online marketplace reviews, and influencers their most trusted source of information when it comes to making purchasing decisions [9].
Probably that’s the reason why TikTok introduced its e-commerce business, TikTok Shop, to its users in September 2023. Likely, the sense of impact as everyone comes to you for advice is also one of the main reasons that drives young people to be influencers.
What do you think of the new wave of Gen Z influencers? Leave a comment below!
If you are enjoying Station 101’s articles, feel free to subscribe for more similar posts. Like and share is highly appreciated!
All of the articles in this newsletter are free, but if you would like to show your support, a tiny cup of coffee would help me continue the hard work! Thank you a lot for your time!
I liked how you made a gif for this post. It gives me ideas.
Thanks for sharing Lee Nguyen! I never really caught on with TikTok but an interesting an insightful piece.