Teen Influencer: The Complete Breakdown [4]What kind of teens move the hearts of other teens? The 4 Types of Teen Influencers
Teen influencers = "Teenfluencers." In the past three installments, we've covered how they build their following and smartphone culture.
They are adept at internet communication, mastering smartphones and social media. While broadly categorized this way, even among teenfluencers, the motivations driving their content and the communities influencing their reach vary.
This time, with the cooperation of editor Shigeho Mori—formerly editor-in-chief of 'Popteen' and currently the creative director at 'MERY', which achieved 100 million monthly page views and 2 million monthly unique users within just five months of service launch—we categorize teenfluencers into several distinct groups.
Self-Expression is Key! The Difference Between Mass Influencers and Teen Influencers
Shu: What do you think are the defining characteristics of teen influencers? Even though they're both admired by teens, professional models and other influencers seem different from teen influencers. Where do you see the difference?
Mori: What hasn't changed over time is that teens who become famous in the teen market are often really good at self-promotion. One girl who started in Popteen, before she became famous, would bring her own props to even the smallest photo shoots just to make sure she looked cute in every shot. She didn't have that "I'm here to be photographed!" model vibe, and that's what impressed the editor-in-chief back then.
Shu: It's about not skimping on the effort to make yourself known, or rather, those small, consistent efforts are what matter.
Mori: That perspective is also for the fans. If it's a worldview created by adults, fans see right through it. It's about striving where there's no path, not just following one that's already there. People with that instinct prove they have self-promotion skills. Fans stick closely to girls who can communicate like that.
Don't judge by looks! Four Types of Teen Influencers
Let's break down the four types of teen influencers.
① Worldview-Focused "Curator Type"
Trend Sensitivity ★★★★★
Image/Video Editing Skills ★★★★☆
Wideness of Social Circle ★★★☆☆
Fan Engagement ★★☆☆☆
Aspiration Level ★★★★★
A type who prioritizes "being true to oneself" above all else.
While highly sensitive to trends and an early adopter, they selectively pick only what aligns with their desired aesthetic.
To maintain a unified aesthetic, they meticulously curate the photos they post on social media, paying close attention to both the setting and their poses.
While their social circle is fairly broad, it consists mostly of refined, handpicked friends who share their sensibilities.
This attitude earns them a strong fan base who admire them for being cool!
② Friendship & Bonds "Gal Mindset Type"
Trend Sensitivity ★★★★☆
Image/Video Editing Skills ★★★☆☆
Social Circle Size ★★★★☆
Fan Interaction Level: ★★★★☆
Bond Priority ★★★★★
Compared to before, there are fewer girls with a "gal" look. While it's easy to think gals have disappeared, girls with the gal mindset are still going strong.
While fewer have blonde hair now and many have black hair, their favorite brands remain the same as the Shibuya 109 line.
They may have a sharp tongue, but deep down, they're the type who values friends more than anyone else. The more you get to know them, the more you'll love their personality.
That's why they're number one in trustworthiness among friends!
③ All-Rounder "Creator Type"
Trend Sensitivity ★★★★☆
Image/Video Editing Skills ★★★★★
Wideness of Social Circle ★★★★★
Fan Interaction Level ★★★★☆
Sense of Humor ★★★★★
This type uses videos as hooks to share content. So-called YouTubers fall into this category.
While they may not match curator types in information sensitivity, they excel at quickly adopting trends and spreading them widely.
Furthermore, they aren't fixated on specific tools for creating content; they possess the discernment to identify what will go viral at any given moment.
For example, while MixChannel was once the go-to video app, TikTok and Musical.ly have become mainstream. Their timing in switching tools when needed is impeccable.
④ The "Heroine Type" Who Rises Like a Cinderella Story
Trend Sensitivity ★★★★☆
Image/Video Editing Skills ★★★☆☆
Social Network Size ★★★☆☆
Fan Engagement ★★★★★
Likability Factor ★★★★★
This heroine type values communication with fans, and her strong connection with them is evident on social media.
They tend to reveal their "true selves" more than any other teen influencer.
Their relatable, down-to-earth persona resonates deeply with fans, earning them overwhelming support. Sharing their private life in real time is key.
They also tend to involve fans in their growth journey, excelling at turning their personal development into compelling content.
Does that real-time feel conquer the teen generation!? What are the characteristics adults can't imitate?
Shu: Type ①, the curator type, mainly shares fashion and personal interests. Previously, I think they were categorized as red-letter style/blue-letter style, cute style/cool style, etc. Now, things have become more fragmented, and I don't think those clear lines exist anymore. What are your thoughts?
Mori: I think it's more about whether they prefer flashy or simple styles now. Even girls who look similar—gal style or fancy style—are totally different. Flashy girls add more items, while simple girls subtract items.
Zhou: What about YouTubers who communicate across multiple areas, not just fashion or mindset?
Mori: I think it's awesome!! (laughs). First off, they're doing things adults just don't get. YouTubers are definitely creating worlds adults can't understand, yet young people can get wildly excited about. Plus, the fact it feels like anyone could become one makes it feel dreamy, which is great.
Zhou: What about the heroine type (④) from your perspective, Mori-san?
Mori: I think the heroine type will ultimately be the biggest hit!
Shu: Why is that!? It's not YouTubers, right?
Mori: YouTubers can create content that resonates with teens from a teen's perspective, but the heroine type has the power to create something entirely new. That's why only ④ can score 120 points. "Creating with fans" might be the law of what will take off in new internet media.
Shu: So the heroine type inherently has the power to "become the content" themselves. Are there other characteristics you think teen influencers possess?
Mori: Perfect timing! Especially when posting photos on SNS. Like, why now? It's like, "Nice timing!"
Probably because they're constantly checking (SNS) (laughs).
Shu: That real-time feeling in each moment is definitely crucial! It's about that timing where you think, "I was just thinking that too, right now!" The person posting is happier when they get reactions immediately, and viewers feel like they're late to the party if they see a post from three days ago—they can't just like it now (laughs).
"Look, isn't this great?" doesn't work with this generation. What adults should do is help make their dreams and aspirations come true.
It's undeniable that mass media used to dictate trends. But in recent years, with the information explosion and the rise of social media, people can now connect based on their individual interests.
Especially for the digital native generation, the freedom to pursue what they love has generally boosted their self-presentation skills, leading them to choose items that align with their mindset.
For this generation, it's difficult for adults to fully capture their hearts by leading the way. While the "heroine type" undoubtedly possesses the greatest potential to spark movements, nationwide, the "gal-minded type" remains the volume segment.
When working with teen influencers, it's crucial not to lump them together. Instead, recognize the diversity of types and strive to understand each individual's aspirations and dreams. Rather than adult-led initiatives, we should approach this with a sense of "creating together."
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Author
Shigeho Mori
Born in Fukuoka Prefecture in 1978. Began his career as an editor for information magazines such as Tokyo Walker and Monthly The Television. Served as editor-in-chief of the teen magazine Popteen for three years starting in 2014, growing Popteen into a new source of teen culture. Currently focuses on creative direction for MERY.
Zhou Shiyu
Dentsu Inc.
Born in 1993. Originally from Shaanxi Province, China. Came to Japan at age 8 and graduated from Aoyama Gakuin University's Faculty of Integrated Culture and Policy. Developed an interest in advertising agencies during high school and participated in projects like Dentsu's Youth Research Department product development initiatives while in university. Joined Dentsu Inc. in 2016 and currently works with publishers in the Publishing Business Production Bureau. After handling business magazines, now oversees teen to high-end luxury women's fashion magazines. Daily exploration of digital dissemination strategies utilizing magazine content.
