Data indicates the battle for youth engagement has gone digital — figures show brands have paid $1,000 or more for sponsored social media posts to almost half a million teenagers.
A new study has revealed that one in three US teens under the age of 18 have been approached by a brand to sponsor products through their social media, or know someone who has.
The figures show brands are tapping into the youth audience by engaging teen social media influencers. Half a million US teens have received $1,000 or more for brand-sponsored social media posts.
The findings from the US Teen Digital Earnings Report 2024, conducted by Whop, explore the scale of brand investment and teen earnings through digital channels in the US. The data shows that teenagers in the US are increasingly able to capitalize on their access to youth audiences to turn online influence into serious income.
Brands spent an average of $94 for sponsored social media posts to a teen audience, which was valued highest of all approaches. Affiliate marketing saw an average investment of $64 per influencer, followed by $62 for product reviews. Investment in unboxing video features was $32 per influencer, on average.
With today’s teenagers being the first generation to be totally digitally native, brands are increasingly looking to put digital strategy at the forefront of marketing efforts. Brands are looking to influencers who have an engaged audience of peers for exposure, and are willing to collaborate with teens to achieve this.
Cameron Zoub, CGO and co-founder of Whop, says:
“The way people make a living is changing — Gen Alpha and Gen Z’s entrepreneurial mindset alone is proof of that. They aren’t mindlessly scrolling as some would have you believe. They’re building their networks, meaningfully engaging with brands, and creating their own path to financial freedom.”
“Our findings are clear: younger generations are hungry for opportunities to make money online. It’s a sign of the times, and what more is to come.”
Methodology:
- The research gathered insights from 1,655 respondents across the USA aged between 12-18 years old
- Respondents were asked whether they earned money through online activity over the previous 6 months and, if any, the amount earned
- Activity encompassed in online activity include social media activity & personal branding, gaming/consoles, clothing resale and live streaming
- Data collected 07.08.2024 – 07.12.2024
About Whop
Whop is revolutionizing how people make money through its marketplace for entrepreneurs. By combining an essential stack of tools, Whop enables creators to easily monetize their ideas, skills, and products, and build businesses with web apps, courses, private communities, and more. Thousands of creators use Whop as the go-to community to connect with millions of people throughout the world and distribute their offerings, enabling these creators to earn almost half a billion dollars in revenue per year. Learn more at whop.com.