Young social media users now trust smaller creators over mega-influencers

A majority of 13- to 39-year-olds prefer to take shopping advice from friends rather than influencers. — AFP Relaxnews

Is this the era of mega influencers over? Young social media users are less receptive to this kind of content than they once were.

Young consumers are expressing a fatigue with posts from these big-name influencers who are followed by millions of people, and are more interested in lesser-known figures’ posts.