Millennials
The Influence of Instagram
The digital advertising landscape has changed dramatically over the past decade.
Social media platforms are now some of the most heavily trafficked places on the internet, and sharing hubs such as Instagram are increasingly becoming a cultural touchpoint for millions of people around the world.
Tapping into Instagram Influence
Instagram is closing in on a billion monthly active users, and with such a massive audience, social influencers (i.e. people with large, engaged audiences) are raking in the dough from paid brand endorsements.
Today’s infographic, from XCart, walks us through the multi-billion dollar phenomenon known as influencer marketing.
Chasing Attention Spans
It’s estimated that 65% of adults in the U.S. use social networks – a figure that spikes to an astonishing 90% for young adults.
Social media has become a fixture in our everyday lives and where attention spans wander, advertising is sure to follow. And follow it has. Marketers dumped over $23.68 billion into ads on social platforms in 2016, and that momentum shows no sign of slowing down.
However, one growing and increasingly potent form of marketing that isn’t entirely tracked in that total stems from influencers.
The Kings and Queens of Instagram
Instagram (acquired by Facebook in 2012) has seen impressive growth in recent years coinciding with a shift towards more visual content sharing. A combination of good timing and plagiarism has helped the photo sharing network grow by over 350% since 2014.
Instagram has also become a major platform for influencers.
While endorsements have traditionally come from celebrities such as actors or athletes, today’s influencers have built their audiences though sharing compelling content via social media channels. This is a huge shift as influencers come with all kinds of quantifiable audience sizes and demographic make-ups. It makes for targeting and relatability rolled into one package – particularly in the case of microinfluencers.
The Value of Influence
Power users who create a lot of content and amass thousands – even millions – of fans on a platform find themselves in a unique position. Their influence is worth something more tangible than likes; it’s worth some serious coin.
On the flip side of the equation, fans generally understand that influencers use sponsored posts as their compensation for creating content. A contemporary analogy would be occasional commercial breaks in exchange for a “free” TV program. The audience knows there’s no free ride, but if the network goes overboard, or the advertisers don’t align with the show properly, the reciprocity breaks down.
Similarly, influencers know that endorsements use up “credit” they’ve built up with their audience, so the successful ones choose their brand relationships wisely and don’t go overboard on sponsored posts.
Brands are Betting on Microinfluence
Over 70% of brands indicate they’re using influencer marketing, and brands will be spending an estimated $2.3 billion on it by 2019. While celebrities like Selena Gomez will earn a sizable chunk of that, people with much smaller audiences are each getting their slice of the pie too.
Not only is it easier to target local or niche audiences by working with microinfluencers, but these audiences also have much higher levels of engagement in the form of comments and likes on posts.
According to XCart, influencers with under 25,000 followers are a very affordable investment at ~$130 per post. This means that advertisers can collaborate with hundreds of influencers around the country for the same price as working with a celebrity.
Of course, there’s more vetting and logistics required in working with a larger group of influencers, but the payoff could be enormous for the right type of campaign.
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Millennials
Visualized: The Head of State of Each Country, by Age and Generation
This graphic visualizes the ages of every country’s head of state, and compares them with the median population of their respective states.
The Head of State of Each Country By Age and Generation
How many world leaders are in each generation?
This visualization by Edit Gyenge visualizes the ages of every nation’s head of state as of March 22, 2023, comparing them with the median population of the respective country. It uses data from the CIA World Factbook and Wikipedia.
Editor’s note: This visualization looks specifically at heads of state. It should be mentioned that depending on the system of government in a country, heads of state shown here may or may not have actual political power. In some countries, the head of state may be a ceremonial position that does not impact day-to-day governance.
The Oldest and Youngest Heads of State
Here is the full list of heads of state, from oldest to youngest:
Country | Head of State | Gender | Age | Generation |
---|---|---|---|---|
Cameroon | Paul Biya | Male | 90 | Silent Generation |
Palestine | Mahmoud Abbas | Male | 88 | Silent Generation |
Saudi Arabia | Salman | Male | 88 | Silent Generation |
Norway | Harald V | Male | 86 | Silent Generation |
Kuwait | Sheikh Nawaf Al-Ahmad Al-Jaber Al-Sabah | Male | 86 | Silent Generation |
Iran | Ali Khamenei | Male | 84 | Silent Generation |
Denmark | Margrethe II | Female | 83 | Silent Generation |
Ireland | Michael D. Higgins | Male | 82 | Silent Generation |
Italy | Sergio Mattarella | Male | 82 | Silent Generation |
Namibia | Hage Geingob | Male | 82 | Silent Generation |
Cote d'Ivoire | Alassane Ouattara | Male | 81 | Silent Generation |
Malta | George Vella | Male | 81 | Silent Generation |
Equatorial Guinea | Teodoro Obiang Nguema Mbasogo | Male | 81 | Silent Generation |
Zimbabwe | Emmerson Mnangagwa | Male | 81 | Silent Generation |
United States | Joe Biden | Male | 81 | Silent Generation |
Nigeria | Muhammadu Buhari | Male | 81 | Silent Generation |
Dominica | Charles Savarin | Male | 80 | Silent Generation |
Congo, Republic of the | Denis Sassou Nguesso | Male | 80 | Silent Generation |
Bangladesh | Abdul Hamid | Male | 79 | Silent Generation |
Austria | Alexander Van der Bellen | Male | 79 | Silent Generation |
Ghana | Nana Akufo-Addo | Male | 79 | Silent Generation |
Iraq | Abdul Latif Rashid | Male | 79 | Silent Generation |
Uganda | Yoweri Museveni | Male | 79 | Silent Generation |
Nepal | Ram Chandra Paudel | Male | 79 | Silent Generation |
Liechtenstein | Hans-Adam II | Male | 78 | Silent Generation |
Brazil | Luiz Inácio Lula da Silva | Male | 78 | Silent Generation |
Laos | Thongloun Sisoulith | Male | 78 | Silent Generation |
Nicaragua | Daniel Ortega | Male | 78 | Silent Generation |
Algeria | Abdelmadjid Tebboune | Male | 78 | Silent Generation |
Eritrea | Isaias Afwerki | Male | 77 | Baby Boomers |
Sweden | Carl XVI Gustaf | Male | 77 | Baby Boomers |
Brunei | Hassanal Bolkiah | Male | 77 | Baby Boomers |
Samoa | Afioga Tuimaleali'ifano Va'aleto'a Sualauvi II | Male | 76 | Baby Boomers |
Djibouti | Ismaïl Omar Guelleh | Male | 76 | Baby Boomers |
Finland | Sauli Niinistö | Male | 75 | Baby Boomers |
Antigua and Barbuda | Charles III | Male | 75 | Baby Boomers |
Australia | Charles III | Male | 75 | Baby Boomers |
Bahamas | Charles III | Male | 75 | Baby Boomers |
Belize | Charles III | Male | 75 | Baby Boomers |
Canada | Charles III | Male | 75 | Baby Boomers |
Grenada | Charles III | Male | 75 | Baby Boomers |
Jamaica | Charles III | Male | 75 | Baby Boomers |
New Zealand | Charles III | Male | 75 | Baby Boomers |
Papua New Guinea | Charles III | Male | 75 | Baby Boomers |
Saint Kitts and Nevis | Charles III | Male | 75 | Baby Boomers |
Saint Lucia | Charles III | Male | 75 | Baby Boomers |
Saint Vincent and the Grenadines | Charles III | Male | 75 | Baby Boomers |
Solomon Islands | Charles III | Male | 75 | Baby Boomers |
Tuvalu | Charles III | Male | 75 | Baby Boomers |
United Kingdom | Charles III | Male | 75 | Baby Boomers |
Portugal | Marcelo Rebelo de Sousa | Male | 75 | Baby Boomers |
Barbados | Dame Sandra Mason | Female | 74 | Baby Boomers |
Sri Lanka | Ranil Wickremesinghe | Male | 74 | Baby Boomers |
Pakistan | Arif Alvi | Male | 74 | Baby Boomers |
Haiti | Ariel Henry | Male | 74 | Baby Boomers |
East Timor | José Ramos-Horta | Male | 74 | Baby Boomers |
Bahrain | Sheikh Hamad bin Isa Al Khalifa | Male | 73 | Baby Boomers |
Ethiopia | Sahle-Work Zewde | Female | 73 | Baby Boomers |
Myanmar | Myint Swe | Male | 72 | Baby Boomers |
Marshall Islands | David Kabua | Male | 72 | Baby Boomers |
South Sudan | Salva Kiir Mayardit | Male | 72 | Baby Boomers |
Georgia | Salome Zourabichvili | Female | 71 | Baby Boomers |
Thailand | Maha Vajiralongkorn | Male | 71 | Baby Boomers |
Tajikistan | Emomali Rahmon | Male | 71 | Baby Boomers |
Russia | Vladimir Putin | Male | 71 | Baby Boomers |
South Africa | Cyril Ramaphhosa | Male | 71 | Baby Boomers |
Panama | Laurentino Cortizo | Male | 70 | Baby Boomers |
Cambodia | Norodom Sihamoni | Male | 70 | Baby Boomers |
Kazakhstan | Kassym-Jomart Tokayev | Male | 70 | Baby Boomers |
China | Xi Jinping | Male | 70 | Baby Boomers |
Mexico | Andrés Manuel López Obrador | Male | 70 | Baby Boomers |
Yemen | Rashad al-Alimi | Male | 69 | Baby Boomers |
Turkey | Recep Tayyip Erdoğan | Male | 69 | Baby Boomers |
Angola | João Lourenço | Male | 69 | Baby Boomers |
Singapore | Halimah Yacob | Female | 69 | Baby Boomers |
Belarus | Alexander Lukashenko | Male | 69 | Baby Boomers |
Oman | Haitham bin Tariq | Male | 69 | Baby Boomers |
Egypt | Abdel Fattah el-Sisi | Male | 69 | Baby Boomers |
Malawi | Lazarus Chakwera | Male | 68 | Baby Boomers |
Luxembourg | Henri | Male | 68 | Baby Boomers |
Latvia | Egils Levits | Male | 68 | Baby Boomers |
Ecuador | Guillermo Lasso | Male | 68 | Baby Boomers |
Lebanon | Najib Mikati | Male | 68 | Baby Boomers |
Somalia | Hassan Sheikh Mohamud | Male | 68 | Baby Boomers |
Germany | Frank-Walter Steinmeier | Male | 67 | Baby Boomers |
Guatemala | Alejandro Giammattei | Male | 67 | Baby Boomers |
Greece | Katerina Sakellaropoulou | Female | 67 | Baby Boomers |
Mauritania | Mohamed Ould Ghazouani | Male | 67 | Baby Boomers |
Central African Republic | Faustin-Archange Touadéra | Male | 66 | Baby Boomers |
Uzbekistan | Shavkat Mirziyoyev | Male | 66 | Baby Boomers |
Philippines | Bongbong Marcos | Male | 66 | Baby Boomers |
Rwanda | Paul Kagame | Male | 66 | Baby Boomers |
Tunisia | Kaïs Saïed | Male | 65 | Baby Boomers |
Monaco | Albert II | Male | 65 | Baby Boomers |
Estonia | Alar Karis | Male | 65 | Baby Boomers |
Benin | Patrice Talon | Male | 65 | Baby Boomers |
India | Droupadi Murmu | Female | 65 | Baby Boomers |
Trinidad and Tobago | Paula-Mae Weekes | Female | 65 | Baby Boomers |
Comoros | Azali Assoumani | Male | 64 | Baby Boomers |
Suriname | Chan Santokhi | Male | 64 | Baby Boomers |
Gabon | Ali Bongo Ondimba | Male | 64 | Baby Boomers |
Mozambique | Filipe Nyusi | Male | 64 | Baby Boomers |
Seychelles | Wavel Ramkalawan | Male | 64 | Baby Boomers |
Argentina | Alberto Fernández | Male | 64 | Baby Boomers |
Armenia | Vahagn Khachaturyan | Male | 64 | Baby Boomers |
Mauritius | Prithvirajsing Roopun | Male | 64 | Baby Boomers |
Romania | Klaus Iohannis | Male | 64 | Baby Boomers |
Tonga | Tupou VI | Male | 64 | Baby Boomers |
São Tomé and Príncipe | Carlos Vila Nova | Male | 64 | Baby Boomers |
Malaysia | Abdullah Sultan Ahmad Shah | Male | 64 | Baby Boomers |
Honduras | Xiomara Castro | Female | 64 | Baby Boomers |
Niger | Mohamed Bazoum | Male | 63 | Baby Boomers |
Tanzania | Samia Suluhu Hassan | Female | 63 | Baby Boomers |
Japan | Naruhito | Male | 63 | Baby Boomers |
Cabo Verde | José Maria Neves | Male | 63 | Baby Boomers |
Belgium | Philippe | Male | 63 | Baby Boomers |
Colombia | Gustavo Petro | Male | 63 | Baby Boomers |
Cuba | Miguel Díaz-Canel | Male | 63 | Baby Boomers |
Sudan | Abdel Fattah al-Burhan | Male | 63 | Baby Boomers |
Kiribati | Taneti Maamau | Male | 63 | Baby Boomers |
Israel | Isaac Herzog | Male | 63 | Baby Boomers |
South Korea | Yoon Suk-yeol | Male | 63 | Baby Boomers |
United Arab Emirates | Sheikh Mohamed bin Zayed Al Nahyan | Male | 62 | Baby Boomers |
Afghanistan | Hibatullah Akhundzada | Male | 62 | Baby Boomers |
Costa Rica | Rodrigo Chaves Robles | Male | 62 | Baby Boomers |
Indonesia | Joko Widodo | Male | 62 | Baby Boomers |
Botswana | Mokgweetsi Masisi | Male | 62 | Baby Boomers |
Czechia | Petr Pavel | Male | 62 | Baby Boomers |
Senegal | Macky Sall | Male | 62 | Baby Boomers |
Azerbaijan | Ilham Aliyev | Male | 62 | Baby Boomers |
Jordan | Abdullah II | Male | 61 | Baby Boomers |
Montenegro | Milo Ðukanovic | Male | 61 | Baby Boomers |
Maldives | Ibrahim Mohamed Solih | Male | 61 | Baby Boomers |
Peru | Dina Boluarte | Female | 61 | Baby Boomers |
Zambia | Hakainde Hichilema | Male | 61 | Baby Boomers |
Venezuela | Nicolás Maduro | Male | 61 | Baby Boomers |
North Macedonia | Stevo Pendarovski | Male | 60 | Baby Boomers |
Congo, Democratic Republic of the | Félix Tshisekedi | Male | 60 | Baby Boomers |
Bulgaria | Rumen Radev | Male | 60 | Baby Boomers |
Lesotho | Letsie III | Male | 60 | Baby Boomers |
Morocco | Mohammed VI | Male | 60 | Baby Boomers |
Bolivia | Luis Arce | Male | 60 | Baby Boomers |
Micronesia | David W. Panuelo | Male | 59 | Baby Boomers |
Fiji | Ratu Wiliame Katonivere | Male | 59 | Baby Boomers |
Sierra Leone | Julius Maada Bio | Male | 59 | Baby Boomers |
Vanuatu | Nikenike Vurobaravu | Male | 59 | Baby Boomers |
Lithuania | Gitanas Nauseda | Male | 59 | Baby Boomers |
The Gambia | Adama Barrow | Male | 58 | Generation X |
Syria | Bashar al-Assad | Male | 58 | Generation X |
Togo | Faure Gnassingbé | Male | 57 | Generation X |
Liberia | George Weah | Male | 57 | Generation X |
Croatia | Zoran Milanovic | Male | 57 | Generation X |
Kenya | William Ruto | Male | 57 | Generation X |
Bosnia and Herzegovina | Željka Cvijanovic | Female | 56 | Generation X |
Albania | Bajram Begaj | Male | 56 | Generation X |
Netherlands | Willem-Alexander | Male | 56 | Generation X |
Dominican Republic | Luis Abinader | Male | 56 | Generation X |
Spain | Felipe VI | Male | 55 | Generation X |
Eswatini | Mswati III | Male | 55 | Generation X |
Slovenia | Nataša Pirc Musar | Female | 55 | Generation X |
Mongolia | Ukhnaagiin Khürelsükh | Male | 55 | Generation X |
Burundi | Évariste Ndayishimiye | Male | 55 | Generation X |
Iceland | Guðni Th. Jóhannesson | Male | 55 | Generation X |
Palau | Surangel Whipps Jr. | Male | 55 | Generation X |
Kyrgyzstan | Sadyr Japarov | Male | 55 | Generation X |
Serbia | Aleksandar Vucic | Male | 53 | Generation X |
Vietnam | Võ Văn Thưởng | Male | 53 | Generation X |
Paraguay | Mario Abdo Benítez | Male | 52 | Generation X |
Switzerland | Alain Berset | Male | 51 | Generation X |
Poland | Andrzej Duda | Male | 51 | Generation X |
Moldova | Maia Sandu | Female | 51 | Generation X |
Guinea-Bissau | Umaro Sissoco Embaló | Male | 51 | Generation X |
Slovakia | Zuzana Caputová | Female | 50 | Generation X |
Uruguay | Luis Lacalle Pou | Male | 50 | Generation X |
Cyprus | Nikos Christodoulides | Male | 50 | Generation X |
Madagascar | Andry Rajoelina | Male | 49 | Generation X |
Nauru | Russ Kun | Male | 48 | Generation X |
Libya | Mohamed al-Menfi | Male | 47 | Generation X |
Hungary | Katalin Novák | Female | 46 | Generation X |
France | Emmanuel Macron | Male | 46 | Generation X |
Ukraine | Volodymyr Zelenskyy | Male | 45 | Generation X |
Bhutan | Jigme Khesar Namgyel Wangchuck | Male | 43 | Generation X |
Guinea | Mamady Doumbouya | Male | 43 | Generation X |
Guyana | Irfaan Ali | Male | 43 | Generation X |
Qatar | Sheikh Tamim bin Hamad Al Thani | Male | 43 | Generation X |
El Salvador | Nayib Bukele | Male | 42 | Millennials |
Turkmenistan | Serdar Berdimuhamedow | Male | 42 | Millennials |
North Korea | Kim Jong-un | Male | 41 | Millennials |
Mali | Assimi Goïta | Male | 40 | Millennials |
Chad | Mahamat Déby | Male | 39 | Millennials |
Chile | Gabriel Boric | Male | 37 | Millennials |
Burkina Faso | Ibrahim Traoré | Male | 35 | Millennials |
Though ages vary across countries and regions, Africa has both the oldest and youngest heads of state in the world today.
Last month, Cameroon’s president Paul Biya celebrated his 90th birthday, making him the oldest head of state in the world in a country that has a median population age of just 18.5 years. The African continent is home to about one-third of the world’s silent generation heads of states.
At the other age extreme, 35-year-old Ibrahim Traoré became the youngest head of state in Burkina Faso after a coup d’etat in September 2022.
Traoré is not the only millennial head of state out there. He is joined by others including Chile’s Gabriel Boric, and North Korea’s well-known Kim Jong-un.
Baby Boomers Lead the Way
Born between 1946 and 1964, the baby boomer generation dominates the world’s state leadership roles today.
Over 58% of the world’s heads of state are in this generation, including the UK’s King Charles III who is the head of state of 15 total nations.
Boomers also make up the largest share of women leaders in the top state positions today. While only around 10% of the world’s nations have women head of states, 65% of them are in this generation.
Included in this subset are heads of state such as Peru’s president Dina Boluarte, Honduras’ president Xiomara Castro, and India’s president Droupadi Murmu.
Where Gen X Takes the Lead
According to historical trends, one might expect to see an American president from Generation X in office sometime soon, but that has not yet materialized for various reasons.
However, this generation has made their mark in other parts of the world as heads of state, especially in Europe.
The presidents of Ukraine (Volodymyr Zelenskyy), France (Emmanuel Macron), and Hungary (Katalin Novák) are in Gen X, and are also Europe’s youngest heads of state.
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