International Women’s Day: Girls Take Lead in Social Media Fandom and Creativity

To mark International Women’s Day, creative agency, Kids Industries (KI), has released new insight and data on the world of fandom, revealing girls (ages 10-14) are not only taking the lead in social media usage, but they’re also reshaping the landscape of digital expression.   

The findings from KI’s latest global research – a deep dive into the mechanics and sentiment around Fandom – indicate that 45% of girls are now avidly participating in social media vs. 37% of boys. This is especially true across TikTok, where girls dominate (58% vs. 42% of boys). Girls are also leading the charge in the creativity space, producing more fan art, fan videos and fan fiction than boys – and they’re more likely to collaborate with others for creative endeavors.  

“As we commemorate International Women’s Day, these insights underscore the importance of recognizing and celebrating the diverse interests and creative expressions of young enthusiasts,” says Jelena Stosic, strategy director, KI. “In a time where social media engagement presents numerous challenges to mental health, some of these more community- or creativity-driven initiatives are really welcome and quite important too. Girls are emerging as real trailblazers, spearheading the charge with unparalleled creativity, a love for puzzles, and a passion for creating fan art. They really are shaping the future of online engagement and creative expression – showing once again that they are the true pioneers of fan creativity.”  

Fandom types.

Key research insights:  

“It’s great to see girls’ creativity soaring,” says Stosic. “However, it is also important that we go beyond the superficial interpretation of ‘girls are better at communication’ (therefore, more engaged in social media) and ‘girls prefer arts and crafts’ (therefore, more creative activities). While the data indicates both are true on a surface level, creating for girls’ fandom and empowerment means really understanding these dynamics and ways in which they deliver to fundamental needs. Brands creating for girls need not take the above two data points at face value but rather look at what they mean and what need-states they fulfill (e.g., effective socialization, feeling like a community member, self-expression) and create with those front-of-mind. 

“By better understanding what young girls are interested in, we can help to amplify their voices, share their creations and inspire the next generation of young female trailblazers.”