A new study from Hers reveals that the American Midwest has emerged as the nation’s leading region for social media influence. Midwest cities including Des Moines, Detroit, Chicago, Indianapolis, Columbus, and Cleveland have the highest percentage of residents following influencers across multiple categories.
The survey found that 92% of Americans—and nearly all Gen Z (98%)—report following at least one influencer category, with food and health influencers topping the list of most-followed categories. Even 75% of Baby Boomers report following at least one influencer on social media.
“The Midwest is a catalyst of influencer culture,” the report states, establishing these cities as natural drivers of social media trends.
Des Moines leads the nation with 99% of respondents following influencers, followed by Detroit (98%) and Chicago (97%). The city stands out in the research as having not only the highest overall influencer following rate but specifically leading in hair and beauty categories. The study reports that 27% of Des Moines residents follow influencers in these categories compared to 16% of Americans overall.
The Iowa capital also ranks third highest for health and wellness followers after Honolulu and Phoenix, establishing it as a significant catalyst for health trends. Data shows that Des Moines residents are more likely to try health products, with 50% having tried hair supplements versus 35% of Americans overall, and 44% having tried hair growth medications versus 30% nationally.
Geographic Specialization and Demographic Factors
The research identified clear geographic patterns in influencer following:
Chicago leads in food (35%) and fashion (31%) categories
Detroit has the highest percentage of lifestyle and parenting followers
Columbus tops the list for gaming culture
Indianapolis ranks first in travel influence (26%)
Health and wellness has the highest percentage of followers in Honolulu (41%)
Warmer locations and west coast cities generally show higher interest in health trends
While geography plays a significant role, demographic factors remain important determinants of which influencer categories people follow. Women are three times more likely than men to follow hair and beauty influencers (23% vs. 8%). Parents emerged as the demographic most likely to follow health and wellness trends (24% vs. 21% overall).
The study is based on a 7,100-person online survey, including 5,000 respondents from the top 50 metropolitan areas (100 per city), 5,000 respondents from all 50 states (100 per state), and a nationally representative sample of 500 respondents. The research was fielded in January 2025 and analyzed findings across 190 demographic and psychographic categories.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
A new study from Hers reveals that the American Midwest has emerged as the nation’s leading region for social media influence. Midwest cities including Des Moines, Detroit, Chicago, Indianapolis, Columbus, and Cleveland have the highest percentage of residents following influencers across multiple categories.
The survey found that 92% of Americans—and nearly all Gen Z (98%)—report following at least one influencer category, with food and health influencers topping the list of most-followed categories. Even 75% of Baby Boomers report following at least one influencer on social media.
“The Midwest is a catalyst of influencer culture,” the report states, establishing these cities as natural drivers of social media trends.
Des Moines leads the nation with 99% of respondents following influencers, followed by Detroit (98%) and Chicago (97%). The city stands out in the research as having not only the highest overall influencer following rate but specifically leading in hair and beauty categories. The study reports that 27% of Des Moines residents follow influencers in these categories compared to 16% of Americans overall.
The Iowa capital also ranks third highest for health and wellness followers after Honolulu and Phoenix, establishing it as a significant catalyst for health trends. Data shows that Des Moines residents are more likely to try health products, with 50% having tried hair supplements versus 35% of Americans overall, and 44% having tried hair growth medications versus 30% nationally.
Geographic Specialization and Demographic Factors
The research identified clear geographic patterns in influencer following:
While geography plays a significant role, demographic factors remain important determinants of which influencer categories people follow. Women are three times more likely than men to follow hair and beauty influencers (23% vs. 8%). Parents emerged as the demographic most likely to follow health and wellness trends (24% vs. 21% overall).
The study is based on a 7,100-person online survey, including 5,000 respondents from the top 50 metropolitan areas (100 per city), 5,000 respondents from all 50 states (100 per state), and a nationally representative sample of 500 respondents. The research was fielded in January 2025 and analyzed findings across 190 demographic and psychographic categories.