The survey found that 62% of Canadian social media users trust a post from an influencer more than one from an A-list celebrity. Furthermore, 50% of all respondents have made purchases influenced by influencers, highlighting the significant role influencers play in consumer decision-making. Additionally, 54.4% of social media users stated that authenticity is the key factor that increases their trust in an influencer’s product recommendations.
“Our ‘Trust in Influencer Marketing’ report reveals some fascinating insights into the Canadian market,” said
Key Insights for Influencers and Consumers
- 62% of social media users trust a social media post from an influencer over an A-list celebrity.
- 50% of all respondents have purchased products after seeing them used by influencers.
- 54.4% of Canadian social media users said authenticity is the top factor in increasing their trust in influencer product recommendations.
- 67% of ages 18-29 said they purchased a product after seeing it being used by an influencer.
Key Insights for Marketers
- 40% of respondents ages 18-29 research products/services on TikTok before making a product purchase.
- 51% of ages 18-29 say they have purchased a product directly through a social media app’s shopping feature.
- 46% of respondents older than 60 named Facebook as the best platform to promote a product through an influencer.
- 33% of respondents ages 18-29 said TikTok is the best platform to promote products through an influencer, and 31% said Instagram.
Insights for Social Media Audiences
- The most used social media platforms in
Canada are Facebook, YouTube, Instagram and TikTok. - 48% of 18-to-29-year-olds follow more than 20 influencers.
- More than 77% of all respondents regularly use Facebook and YouTube, making them the most widely used platforms across demographics.
- 18-to-29-year-olds in
Canada spend an average of 6 hours a day on social media. - 40% of 18-to-29-year-olds follow an AI or virtual influencer.
Results from the study are based on the responses from 1,018 social media users over the age of 18 in
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 67% of 18-to-29-Year-Olds in
Canada Have Made Influencer-Inspired Purchases
![](https://ml.globenewswire.com/media/OWY4NzVkNTUtMjY4Ny00NDZiLTg3ZTgtYWU2NGY4YTk4NGNhLTEwMzcyODk=/tiny/IZEA-Worldwide-Inc-.png)
Nicole O’HaraIZEA Worldwide, Inc. Phone: 407-674-6911 Email: pr@izea.com
IZEA Report Finds 67% of 18-to-29-Year-Olds in Canada Have Made Influencer-Inspired Purchases
![](https://ml.globenewswire.com/media/81b07071-a92f-471e-a3c1-5626da93c5de/medium/izea-report-finds-67-of-18-to-29-year-olds-in-canada-have-ma.jpg)
51% of 18-to-29-Year-Olds Have Made In-App Purchases on Social Media
2024 GlobeNewswire, Inc., source