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1、IZEA INSIGHTS SPECIAL REPORTNovember 20242025 Trust in Influencer Marketing 2024 IZEA Worldwide,Inc.US EDITIONInfluencers Inspire People to See,Search and Shop for Brands.IZEA proudly releases our fourth annual“Trust in Influencer Marketing”report that uncovers insights about brand-building trends i

2、n the creator economy.As audiences continue to shift from television to social media,marketing budgets are shifting to influencer marketing.Our proprietary research shows that influencers are increasingly inspiring people to see,search and shop for brands on social media.SEE People are seeing brands

3、 on social media in a different light than traditional media.Why?Because its more authentic than other media and marketing channels.Our research shows that people prefer influencer-created content over professionally created content at a growing rate.As a result of this authenticity,trust in influen

4、cers is at an all-time high.SEARCH On the consumers path to purchase,people are searching for brands that match their needs and lifestyle.Social is playing a crucial role when it comes to product research.In fact,our research shows that 86%of people are searching for brands on social media before ma

5、king a purchase.SHOP Social shopping is surging unlike ever before with 77%of people making a purchase through social media platforms.This is partially due to the growing trust of influencers and partially due to better platform experiences.Social media platforms are increasingly nudging audiences d

6、eeper into the sales funnel to the moment of truth.We hope you find these trends insightful.We would be delighted to work with you and light up the creator economy with IZEAs.Patrick Venetucci Chief Executive Officer,IZEA We surveyed over 1,000 U.S.-based consumers to help understand their sentiment

7、s around influencer marketing and see how those thoughts differ between age groups and sexes.BACKGROUNDOffer valuable insights for our partners overseeing the promotion of products and services across digital platforms.Provide education and support to decision-makers who must stay updated on trends

8、in social media and the Creator Economy for effective business operations.Assist all parties in understanding the evolving dynamics of social media preferences and influencer reach,guiding them on effective ways to engage with consumers.GOALSSAMPLE POPULATIONU.S.SOCIAL MEDIA USERS1,114 RespondentsAl

9、l respondents were required to have an internet connection and be a social media user in order to participate in the survey.GEOGRAPHYDATA GATHEREDTOUnited StatesGEOGRAPHYDATA GATHERED10/21/2410/22/240%10%20%30%18-2930-4445-60 6025%28%25%22%SEX0%10%20%30%40%50%60%MaleFemale51.9%48.1%AGECONTENT PREFER

10、ENCES THROUGH THE YEARSQ:Do you find content created by social media influencers to be more compelling than scripted advertising written by a marketing professional?0%10%20%30%40%50%60%70%80%90%A:Yes77%52%48%48%2021202220232024Influencer content continues to gain appeal,with 77%of respondents findin

11、g it more compelling than traditional adsthe highest preference recorded to date.ALL RESPONDENTS77%OF RESPONDENTSsay they prefer content created by social media influencers over marketing professionals.Q:Do you find content created by social media influencers to be more compelling than scripted adve

12、rtising written by a marketing professional?0%10%20%30%40%50%60%70%80%90%100%18-2930-4445-60 6064%88%80%74%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%100%MaleFemale70%85%“Yes”by Sex86%OF RESPONDENTSsay they are very likely to somewhat likely to search on social platforms before making a purchase.

13、Q:How likely are you to search on social platforms(such as TikTok,YouTube,or Instagram)to find people talking about a product before deciding to make a purchase?0%10%20%30%40%50%60%70%80%Very LikelyLikelySomewhat Likely14%17%43%6%12%75%14%22%54%17%28%41%18-2930-4445-60 60PRODUCT RESEARCHQ:How do you

14、 typically research a product/service before making a big purchase?0%10%20%30%40%50%60%Search TikTokSearch YouTubeSearch InstagramAsk Friends and Family35%32%33%17%17%46%35%53%22%44%41%47%29%41%46%52%18-2930-4445-60 60Social media has become the primary source of product research for 18-to-60-year-o

15、lds,surpassing friends and family recommendations.#118-29#1 60#145-60#130-44PRODUCT RESEARCH THROUGH THE YEARSQ:How do you typically research a product/service before making a big purchase?0%10%20%30%40%50%Search TikTokSearch InstagramSearch YouTubeAsk Friends and Family25%38%41%42%37%31%20%23%39%33

16、%17%18%2022202320242.3xSince 2022,TikTok and Instagram have seen massive growth as go-to platforms for product research,while friends and family recommendations have declined.2.4xALL RESPONDENTSADVERTISING IMPACT ON PURCHASESQ:Which of these is more likely to get you to try a new product?0%5%10%15%2

17、0%25%30%35%40%45%50%Influencer PostTelevision AdPaid Social AdMagazine AdBanner AdRadio Ad2%1%9%11%43%35%1%3%16%15%38%27%0%5%15%19%26%35%2%8%10%18%26%35%18-2930-4445-60 60#118-29#1 60#145-60#130-44TIER 1TIER 2TIER 3Influencers are most likely to drive new purchases for 18-to-44-year-olds.79%OF RESPO

18、NDENTSsay they have purchased a product after seeing it being used by an influencer.Q:Have you ever purchased a product after seeing it being used by an influencer?0%10%20%30%40%50%60%70%80%90%100%18-2930-4445-60 6071.8%89.2%81.3%71.1%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%100%MaleFemale73.5%

19、84.9%“Yes”by SexINFLUENCER-INSPIRED PURCHASES THROUGH THE YEARSQ:Have you ever purchased a product after seeing it being used by an influencer?0%10%20%30%40%50%60%70%80%90%100%18-2930-4445-60 6072%89%81%71%36%58%56%52%31%54%56%59%33%39%56%56%2021202220232024A:“YES”2.3xInfluencer-inspired purchases h

20、ave seen growth across all age groups,with those ages 45-60 experiencing a 2.3 times increase from 2021 to 2024.THE RISE OF SOCIAL SHOPPINGQ:Have you ever purchased a product directly through a social media platforms shopping feature?(e.g.,TikTok Shop,Instagram Shopping)0%10%20%30%40%50%60%70%80%90%

21、77%45%20232024Social shopping surged in 2024,with 77%of respondents making purchases through social platforms,compared to just 46%in 2023.A:“YES”-ALL RESPONDENTSTHE RISE OF SOCIAL SHOPPINGQ:Have you ever purchased a product directly through a social media platforms shopping feature?(e.g.,TikTok Shop

22、,Instagram Shopping)0%10%20%30%40%50%60%70%80%Yes,multiple timesYes,but only onceNo,but Im open to it10%9%59%6%15%73%8%16%62%16%22%47%18-2930-4445-60 60Shoppers ages 45-60 lead the way in social shopping,with 73%making multiple purchases directly through social media platforms.85%OF RESPONDENTSsay t

23、hey are more likely to trust a sponsored post from an influencer over an A-List celebrity.Q:Are you more likely to trust a sponsored post from an A-List celebrity or a social media influencer?0%10%20%30%40%50%60%70%80%90%100%18-2930-4445-60 6079.1%90.5%85.9%82.6%“Influencer”by Age Group0%10%20%30%40

24、%50%60%70%80%90%100%MaleFemale80.8%89.2%“Influencer”by SexTRUST OVER TIME:INFLUENCERS VS.CELEBRITIES Q:Are you more likely to trust a sponsored post from an A-List celebrity or a social media influencer?0%10%20%30%40%50%60%70%80%90%A:Social Media Influencer85%61%62%62%2021202220232024Following years

25、 of steady trust levels,2024 saw a remarkable 26%increase,with 85%of respondents now more likely to trust a sponsored post from an influencer over an A-list celebrity.ALL RESPONDENTSTRUST IN RECOMMENDATIONSQ:What factors increase your trust in influencer product recommendations?0%10%20%30%40%50%60%7

26、0%22.3%40.4%43.5%51.5%54.1%68.0%(e.g.,responding to questions/comments)Authenticity of the influencers contentThe influencer showing how they use the productPositive experiences with past recommendationsThe influencers expertise in the product categoryDisclosure of the influencers partnership with b

27、randsAuthenticityProduct DemonstrationRecommendation HistoryTransparencyCategory ExpertiseEngagementPLATFORM USAGE BY AGE Q:Which social media platforms do youregularlyuse?0%10%20%30%40%50%60%70%80%90%100%FacebookYouTubeInstagramTikTokXSnapchatLinkedInPinterestRedditThreadsTwitchClubhouse10%15%21%24

28、%29%33%29%42%43%64%77%92%5%18%15%29%30%25%45%39%58%73%82%69%18-2930+TIER 1TIER 2TIER 3More than half of 18-to-29-year-olds regularly use YouTube,Instagram,Facebook,and TikTok,making them the go-to platforms for younger audiences.PLATFORM USAGE THROUGH THE YEARSQ:Which social media platforms do youre

29、gularlyuse?0%10%20%30%40%50%60%70%80%90%FacebookYouTubeInstagramTikTokXSnapchatPinterestLinkedIn31%29%32%41%47%66%78%87%27%29%30%30%38%57%74%77%24%31%31%36%39%55%74%78%25%31%31%36%36%58%76%81%2021202220232024Facebook and YouTube continue to dominate platform usage,while Instagram,TikTok,and X saw no

30、table growth in 2024.ALL RESPONDENTSTIKTOK THROUGH THE YEARSQ:Which social media platforms do youregularlyuse?0%10%20%30%40%50%60%70%18-2930-4445-606021%53%54%58%19%39%43%52%20%38%43%58%14%34%42%50%2021202220232024TikTok usage has increased among all age groups compared to 2021,with the largest growth seen in those ages 45-60.“TIKTOK”-ALL RESPONDENTSFor additional research visit: 2024 IZEA Worldwide,Inc.