United States Ranks 31st Globally in Influencer Following Rates, Trailing African and Asian Nations
Despite being home to major social media platforms and personalities, the United States ranks 31st globally in the percentage of social media users who follow influencers, with 21.4% of its users engaging with them. This places the U.S. behind numerous countries in Africa, Asia, and Latin America. Ghana leads the global ranking at 46.8%, followed by the Philippines (42.9%) and Brazil (40.4%). Africa, as a continent, has the highest average influencer-following rate at 33.4%, with all five surveyed African markets surpassing the U.S. In contrast, Europe ranks last among regions, with an average of 20.0%. These findings are based on Q2 2025 data from GWI, published in the Digital 2026 Global Overview Report, measuring the share of social media users aged 16 and older who follow influencers across 53 countries and territories.
