IZEA Report Finds 40% of 18-to-29-Year-Olds Turn to TikTok for Product Research Before Making Big Purchases

Rhea-AI Summary

IZEA Worldwide, Inc. releases a research report on 'Trust in Influencer Marketing,' revealing that over 60% of social media users trust influencer posts more than A-list celebrities. The report highlights that social media influencers reach 83% of respondents aged 18-60, with different age groups preferring platforms like TikTok, Instagram, Facebook, and YouTube. Key insights show that 51% of respondents have purchased influencer-promoted products, with demographics aged 45-60 finding influencer content more persuasive than traditional advertising.

Market Research Analyst

The findings from IZEA Worldwide, Inc. indicating that over 60% of social media users trust influencers more than A-list celebrities could have significant implications for marketing strategies. With the majority of respondents, particularly those under 45, showing a preference for influencer content, businesses may need to pivot their advertising budgets to harness the potential of influencer marketing. This shift could lead to increased spend on social media platforms like TikTok and Instagram, which are favored by the younger demographic.

Additionally, the data suggests a potential increase in the effectiveness of influencer marketing campaigns targeting the 45-60 age group on platforms such as Facebook and YouTube. Marketers might find value in tailoring their strategies to these platforms to capture this demographic's attention. As consumer trust in influencers appears to be driving purchasing decisions, companies that adapt quickly to these trends could gain a competitive edge in the market.

Consumer Behavior Expert

The report's insights into consumer trust and engagement with influencer marketing underscore the evolving landscape of consumer behavior. The preference for influencer-endorsed products, particularly among younger demographics, reflects a shift in how credibility and authenticity are perceived in the digital age. The fact that 51% of respondents have made purchases based on influencer recommendations highlights the tangible impact of influencers on consumer spending.

This trend suggests that traditional marketing channels might be losing their influence and businesses that continue to rely heavily on these channels could risk falling behind. Companies should consider how they can authentically integrate influencer partnerships into their marketing mix to resonate with a consumer base that values peer recommendations and relatable content over celebrity endorsements.

Social Media Strategist

The report from IZEA Worldwide presents actionable insights for social media strategy development. The demographic-specific platform preferences indicate that a one-size-fits-all approach to social media marketing may not be effective. Brands should consider diversifying their social media strategies to include a mix of platforms that align with their target audience's preferences.

For instance, the higher trust in TikTok and Instagram among users under 45 suggests these platforms are critical for campaigns aiming to reach this demographic. Conversely, for audiences over 45, Facebook and YouTube are more influential. Crafting platform-specific content that leverages the unique features and user behaviors of each social media site could enhance engagement and conversion rates for businesses.

Over 60% of Social Media Users Trust Sponsored Posts From an Influencer Over an A-List Celebrity

ORLANDO, Fla., March 28, 2024 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of technology, data, and services for the Creator Economy, released the 2024 United States edition of its research report, “Trust in Influencer Marketing,” today. The report is based on U.S. consumer sentiment and examines the effectiveness of influencer marketing in terms of consumer trust and engagement.

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 Ted Murphy, CEO and founder of IZEA. “Our research reveals that 51% of all respondents have purchased influencer-promoted products. It’s particularly interesting to note that certain demographics, such as those ages 45-60, find content created by influencers more persuasive than traditional, scripted advertising.”

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 U.S. social media users over the age of 18. The 2024 report, which covers data for the past three years, is part of an ongoing series of research studies focusing on influencers’ key roles in influencing consumer behaviors and trends.

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 IZEA Worldwide, Inc.

IZEA Worldwide, Inc. (“IZEA”) is a marketing technology company providing software and professional services that enable brands to collaborate and transact with the full spectrum of today’s top social influencers and content creators. The company serves as a champion for the growing Creator Economy, enabling individuals to monetize their content, creativity, and influence. IZEA launched the industry’s first-ever influencer marketing platform in 2006 and has since facilitated nearly 4 million transactions between online buyers and sellers. Leading brands and agencies partner with IZEA to increase digital engagement, diversify brand voice, scale content production, and drive a measurable return on investment.

Attachment

• IZEA Report Finds 40% of 18-to-29-Year-Olds Turn to TikTok for Product Research Before Making Big Purchases

What is the main focus of IZEA's research report on 'Trust in Influencer Marketing'?

IZEA's research report focuses on the trust and effectiveness of influencer marketing, revealing that over 60% of social media users trust influencer posts more than A-list celebrities.

What percentage of social media users trust social media influencers over A-list celebrities according to the report?

61% of social media users trust social media influencers over A-list celebrities based on IZEA's report.

What percentage of respondents have purchased products promoted by influencers according to the report?

50.7% of all respondents have purchased products promoted by influencers as highlighted in IZEA's report.

Which age group prefers influencer posts on TikTok and Instagram according to the report?

Social media users under the age of 45 prefer influencer posts on TikTok and Instagram according to IZEA's report.

Where can the 2024 report on 'Trust in Influencer Marketing' be downloaded?

The 2024 report on 'Trust in Influencer Marketing' can be downloaded for free at the 'Trust in Influencer Marketing' page on IZEA's website.