THE ALGORITHM MADE ME DO IT

This report gives you the inside scoop on how culture, fandom and influence really work
in 2025, and how to make content that Gen Z can’t scroll past.

Beyond buzzwords and viral trends, this report reveals how algorithms, not ads, are casting
culture, shaping accidental obsessions, and putting “niche-feeling” creators at the heart of
influence.

Backed by insights from nearly 1,500 Gen Z’s across the UK, we unpack:

• How the right feed can turn a casual scroller into a ride-or-die superfan.
• Why creators with that “niche feeling” trump celebrity clout every time.
• Our 3-phase creator partnership playbook that every brand needs to master.

Download the full report to see what’s powering the next generation of fandom and influence.
Do that and we’ll send you our exclusive 11-aside creator index so you can meet Gen Z’s new
favourite creators.