The survey found that social media influencers reach at least 83% of all respondents ages 18-60. Social media users under the age of 45 prefer influencer posts on TikTok and Instagram. Meanwhile, those 45 and older lean toward Facebook and YouTube.
“Consumers today are inundated with ads from every corner, yet they gravitate toward influencers. They place higher value on the opinions of these influencers over conventional advertising messages or celebrity endorsements,” said
Key Insights for Influencers and Consumers
- 61% of social media users trust social media influencers over A-list celebrities.
- 50.7% of all respondents have purchased products promoted by influencers.
- Consumers under 45 say influencer posts are the No. 1 way to get them to try a new product.
Key Insights for Marketers
- 40% of respondents ages 18-29 research products/services on TikTok before making a big purchase.
- 33% of respondents ages 18-29 say TikTok is the best platform to promote a product through an influencer.
- 33% of respondents older than 60 named Facebook as the best platform to promote a product through an influencer.
- Those ages 45-60 are most likely to find influencer content more compelling than scripted advertising.
Insights for Social Media Audiences
- Social media influencers reach 83% of all respondents ages 18-60.
- Women are more likely to say TikTok (26.3%) is the top way to promote products, while men are more likely to say YouTube (28.5%).
- More than 50% of all respondents regularly use Facebook, YouTube, and Instagram, with TikTok coming in fourth at 38%.
Results from the study are based on the responses from 1,217
The report is available to download for free here: Trust in Influencer Marketing.
To work with IZEA as either an influencer or a marketer, visit izea.com. For news and resources, follow IZEA at x.com/izea.
About
Attachment
- IZEA Report Finds 40% of 18-to-29-Year-Olds Turn to TikTok for Product Research Before Making Big Purchases
Nicole O’HaraIZEA Worldwide, Inc. Phone: 407-674-6911 Email: pr@izea.com
IZEA Report Finds 40% of 18-to-29-Year-Olds Turn to TikTok for Product Research Before Making Big Purchases
Over 60% of Social Media Users Trust Sponsored Posts From an Influencer Over an A-List Celebrity
2024 GlobeNewswire, Inc., source