The report Childrens and Young People’s Influencers – A Focus Group Study presents the second and final part of a research project conducted by the Swedish agency for the Media within the framework of Safer Internet Centre Sweden. It is based on focus groups with children and young people, providing insights into their perspectives and experiences with influencers and influencer culture.

The study includes interviews with 61 middle and high school students and contributes new knowledge by emphasizing that: Children and young people engage with influencers both appreciatively and critically. Influencers play a significant role in their social lives. Influencers are often viewed as role models, both individually and collectively. Discussions about influencers between children, young people, and adults should address complex issues related to norms and ideals, particularly concerning gender and sexuality.