Who wants to be a YouTuber? Personality traits predict the desire to become a social media influencer

Abstract

The rise of social media influencing as a career path has sparked both public interest and concern, particularly regarding young people's aspirations. This study investigated how personality traits influence the motivation to become a social media influencer among young adults in Poland (n = 362) and the United Kingdom (n = 411). We examined the Big Five personality traits, narcissism, and histrionism as potential predictors of influencer career aspirations. Participants (N = 773, aged 16–17) completed personality assessments and rated their motivation to pursue various professions. Hierarchical regression analyses revealed that higher levels of extraversion, narcissism, and histrionism were positively associated with motivation to become a social media influencer, while conscientiousness exhibited an inconsistent negative association. Country-specific analyses indicated that narcissism was a significant predictor in Poland, whereas extraversion, conscientiousness, and histrionism were significant predictors in the UK. These findings highlight the interplay between personality and career aspirations in the digital age. While pursuing influencer careers may offer opportunities for self-expression that appeal to certain personality types, it also poses psychological risks, particularly for individuals high in narcissism and histrionism. These results have implications for career counselling and mental health professionals, supporting young adults navigating the new professional landscape.