The survey found that 56% of 18-to-29-year-olds research products on TikTok before purchasing, and 75% of that age group have purchased a product directly through social media features like TikTok Shop and Instagram Shopping. Meanwhile, 54% of respondents say they would quit their job to become a full-time social media influencer, and 69% would accept compensation or free products from a brand to make a social media post on their channels. Additionally, the survey found that 70% of content creators under the age of 45 are using AI tools.
“Our report underscores the dynamic and rapidly evolving nature of influencer marketing in the
Key Insights for Influencers and Consumers
- 54% of respondents are more likely to trust an influencer’s sponsored post over one from an A-list celebrity.
- 51% of all respondents have purchased products promoted by influencers.
- 79% of 18-to-29-year-olds have purchased a product after seeing it used by an influencer.
Key Insights for Marketers
- 55% of social media users prefer content created by social media influencers over marketing professionals.
- 56% of respondents ages 18-29 research products on TikTok before purchasing.
- 75% of respondents ages 18-29 say they have purchased a product directly from a social media app.
- Only 24% of those over 60 have purchased a product through a social media platform’s shopping feature.
Insights for Social Media Audiences
- The most used social media platforms in the
UK are Facebook, YouTube, Instagram and TikTok. - 55% of 18-to-29-year-olds follow more than 21 influencers.
- Younger consumers have higher and more diverse usage of social media platforms.
- 18-to-29-year-olds in the
UK spend an average of 6.3 hours a day on social media.
Insights on Influencer Aspirations
- 54% of respondents say they would quit their jobs to become a full-time social media influencer.
- 69% say they would accept compensation from a brand for a social media post.
- Half of 18-to-29-year-olds aspire to become influencers.
- 61% of 18-to-29-year-olds know someone who earns money as an influencer.
Insights on AI and Content Creation
- Among content creators, photos and short videos are the preferred content type.
- Nearly 70% of content creators 44 and younger are using AI tools.
- Only 20% of those over 60 who create content are using AI tools for content creation.
- 48% of 18-to-29-year-olds follow an AI or virtual influencer.
Results from the study are based on the responses from 1,024
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.co.uk. For news and resources, follow IZEA at x.com/izea.
About
Attachment
- IZEA Report Finds 75% of
UK 18-to-29-Year-Olds Purchase Products Directly Through Social Media
Nicole O’HaraIZEA Worldwide, Inc. Phone: 407-674-6911 Email: pr@izea.com
IZEA Report Finds 75% of UK 18-to-29-Year-Olds Purchase Products Directly Through Social Media
Young Adults in the UK Are 2.5 Times More Likely to Search TikTok for Product Recommendations Than Ask Friends and Family
2024 GlobeNewswire, Inc., source