IZEA Research Finds People Trust Influencer Marketing Over Traditional Advertising

Rhea-AI Summary

IZEA Worldwide has released its fourth annual 'Trust in Influencer Marketing' report, revealing significant shifts in consumer behavior and trust patterns. The study shows that 77% of respondents prefer influencer-created content over traditional advertising, while 85% trust influencer sponsored posts more than celebrity endorsements.

The report highlights that platforms like TikTok and Instagram have become primary sources for product research since 2022. 86% of respondents search for product information on social media, and 77% make direct purchases through these platforms. Facebook and YouTube maintain leading positions in overall usage, with TikTok notably expanding its reach among the 45-60 age demographic.

Positive

• 77% of social media users prefer influencer content over traditional ads
• 85% of users trust influencer sponsored posts more than celebrity endorsements
• 86% of respondents use social media for product research
• 77% of users make direct purchases through social media platforms
• Expanding demographic reach with growth in 45-60 age group on TikTok

Negative

• None.

Insights

Market Research Analyst

The research findings signal a transformative shift in consumer behavior and advertising effectiveness that could reshape IZEA's market position. With 77% of users preferring influencer content and 86% searching for products on social media, this validates IZEA's business model and suggests significant growth potential in the influencer marketing space.

The platform's strategic positioning is particularly noteworthy as TikTok and Instagram emerge as primary product research destinations. This trend, combined with the 85% trust rate in influencer-sponsored posts over celebrity endorsements, indicates a structural change in advertising effectiveness that could drive increased demand for IZEA's services.

However, investors should note that while these findings are positive for the sector, IZEA's small market cap of $48.3M suggests challenges in capturing market share despite favorable industry trends. The company will need to effectively monetize these trends to translate market opportunity into revenue growth.

Consumers are Seeing, Searching, and Shopping Brands on Social Media More Than Ever

ORLANDO, Fla., Nov. 13, 2024 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), the leading influencer marketing company empowering the Creator Economy, today released the fourth annual “Trust in Influencer Marketing” report. Based on U.S. consumer sentiment, the report reveals critical shifts in how people trust, discover, and engage with brands through influencer marketing.

The report shows that 77% of respondents prefer content created by social media influencers over scripted advertising from marketing professionals, and 85% of social media users trust sponsored posts from influencers more than celebrities. Additionally, since 2022, TikTok and Instagram have grown tremendously as the go-to source for product research, while fewer people turn to friends and family for recommendations.

“Today’s audiences live on social platforms, engaging with content that resonates far more than traditional ads,” said Patrick Venetucci, CEO of IZEA. “Our research supports the need for marketers to shift their spend from traditional to creator-generated content. Influencers connect with consumers through authenticity and creativity, building trust that legacy media just can’t match.”

Key Findings

The “Trust in Influencer Marketing” report reveals several insights that highlight the rising influence of social media creators:

• Trust Over Traditional Advertising: 77% of social media users prefer influencer content over traditional ads, and 85% trust influencers over celebrities.
• Platform Shifts in Product Research: Instagram and TikTok have rapidly become top sources for product research, with their usage for this purpose more than doubling since 2022.
• Social Shopping as a Core Consumer Activity: 86% of respondents report searching for product information on social media, and 77% have made purchases directly through these platforms.
• Shifting Engagement Patterns by Platform: Facebook and YouTube continue to lead in overall usage, with strong representation among diverse age groups. TikTok, in particular, has seen significant growth among the 45-60 age group, marking a pivotal shift in how brands reach audiences across all demographics.

About the Study

The 2025 report is based on responses from 1,114 U.S. social media users over the age of 18 and captures data from the past four years. It continues IZEA’s commitment to documenting influencer marketing’s role in shaping consumer behavior, providing insights for brands to connect more authentically with audiences.

The full report, “Trust in Influencer Marketing,” is available for free download here: Trust in Influencer Marketing.

About IZEA Worldwide, Inc.

IZEA Worldwide, Inc. (“IZEA”) provides professional services and software enabling 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.

Attachments

• IZEA Research Finds People Trust Influencer Marketing Over Traditional Advertising
• Advertising impact on purchases
• Social search
• Content Preferences Through the Years

FAQ

What percentage of users trust influencers more than celebrities according to IZEA's 2024 report?

According to IZEA's 2024 Trust in Influencer Marketing report, 85% of social media users trust sponsored posts from influencers more than celebrities.

How many consumers prefer influencer content over traditional ads according to IZEA's latest research?

IZEA's research shows that 77% of respondents prefer content created by social media influencers over scripted advertising from marketing professionals.

What percentage of consumers make purchases directly through social media platforms according to IZEA's 2024 study?

According to IZEA's 2024 report, 77% of respondents have made purchases directly through social media platforms.

Which social media platforms have grown as product research sources since 2022 according to IZEA?

According to IZEA's report, TikTok and Instagram have grown tremendously as go-to sources for product research since 2022.