"One of the mega trends we are seeing is the impact of digital creators," said Daisley. "These could be styled YouTubers, but they exist far beyond YouTube now. They are on Vine and other digital content platforms. You may not see the impact they are having unless you are under 25, but they are the silent media powers which are having a disruptive effect."
Daisley said that the most popular word new users type in when they open a Twitter account is the name of a YouTuber from their respective country. "New voices are the principle driver of people's usage," he added.
A study by Twitter in May showed that users now trust influencers nearly as much as they trust their friends. No wonder brands are keen to access influencers, for better or worse, to show off their products on their Instagram accounts.
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