IZEA Report Finds 46% of Australians Have Purchased Products After Seeing Them Used by Influencers

Rhea-AI Summary

IZEA Worldwide and its Australian subsidiary Hoozu have released the 2024 Australia edition of the 'Trust in Influencer Marketing' report. Key findings include:

- 46% of Australians have purchased products promoted by influencers
- 59% trust influencers' sponsored posts more than celebrities'
- 53% prefer influencer-created content over professional marketing
- 70% of 18-29 year-olds have bought products used by influencers
- 54% of 18-29 year-olds have purchased directly from social media apps

The report highlights the growing impact of influencer marketing in Australia, especially among younger demographics. It also reveals insights on social media usage, platform preferences, and the effectiveness of influencer marketing compared to traditional advertising methods.

Positive

• 46% of Australians have purchased products promoted by influencers, indicating effective marketing reach
• 59% of respondents trust influencers' sponsored posts more than celebrities', suggesting higher credibility
• 53% of social media users prefer influencer-created content over professional marketing, potentially reducing marketing costs
• 70% of 18-29 year-olds have purchased products used by influencers, showing strong impact on key demographic
• 54% of 18-29 year-olds have purchased directly from social media apps, indicating successful conversion rates

Negative

• None.

Market Research Analyst

The IZEA report on influencer marketing in Australia reveals significant trends that could reshape marketing strategies for businesses targeting the Australian market. 46% of all respondents having purchased products promoted by influencers indicates a substantial impact on consumer behavior, particularly among younger demographics.

The preference for influencer-created content over traditional marketing (53% of social media users) suggests a shift in content consumption patterns. This trend could lead to increased allocation of marketing budgets towards influencer partnerships, potentially affecting traditional advertising channels.

The report's findings on platform usage are particularly noteworthy. The dominance of Facebook, YouTube, Instagram and TikTok in Australia aligns with global trends, but the high engagement of 18-29 year-olds (spending an average of 5.8 hours daily on social media) presents both opportunities and challenges for marketers.

From an investment perspective, these trends could benefit companies in the social media and influencer marketing sectors. However, it's important to note that the effectiveness of influencer marketing can vary greatly depending on the product category and target demographic. The report's insights should be considered alongside other market factors when making investment decisions in this space.

Digital Marketing Strategist

This report underscores a paradigm shift in consumer trust and engagement, with significant implications for digital marketing strategies. The finding that 59% of respondents trust influencer sponsored posts more than those from A-list celebrities challenges traditional celebrity endorsement models.

The generational divide in product discovery methods is particularly striking. 51% of 18-29 year-olds are more likely to research products on TikTok than seek recommendations from friends and family. This suggests a need for brands to prioritize their presence and engagement on platforms like TikTok to capture the attention of younger consumers.

The report also highlights the growing importance of social commerce, with 54% of 18-29 year-olds having made direct purchases through social media apps. This trend could accelerate the integration of e-commerce functionalities within social media platforms, potentially disrupting traditional e-commerce models.

For marketers, these findings emphasize the need for authentic, influencer-led content strategies that can build trust and drive conversions. However, it's important to approach influencer partnerships strategically, ensuring alignment with brand values and target audience preferences to maximize ROI.

53% of Australia Social Media Users Prefer Content Created by Influencers Over Marketing Professionals

ORLANDO, Fla., July 29, 2024 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of technology, data, and services for the Creator Economy, in partnership with its wholly-owned Australian-based company Hoozu, released the 2024 Australia edition of its research report, “Trust in Influencer Marketing,” today. The report is based on Australian consumer sentiment and examines the effectiveness of influencer marketing in terms of consumer trust and engagement.

The survey found that 70% of 18-to-29-year-olds have purchased a product after seeing it being used by an influencer.

“In influencer marketing, trust is paramount. Our Trust in Influencer Marketing report for Australia reveals that 59% of respondents place more trust in sponsored posts by influencers than those by A-list celebrities. This trust is translating directly into consumer action, with over half of all respondents having purchased a product promoted by an influencer,” said Ted Murphy, IZEA CEO and founder. “Particularly among younger demographics, influencers are shaping purchasing behaviors and decisions. It’s a clear indication that the future of marketing lies not in traditional approaches but in harnessing the power of influencer-led content.”

“The Trust in Influencer Marketing report highlights the power and influence of social media influencers, with 59% of Australian consumers more likely to trust influencers over celebrities,” said Natalie Giddings, Hoozu CEO. “This trust, along with the preference for influencer-created content over traditional marketing, underscores the role influencers play in shaping consumer behavior in Australia. For marketers, this shows the importance of leveraging influencer authenticity and trust to drive meaningful engagement, strengthen brand loyalty and achieve impactful results.”

Key Insights for Influencers and Consumers

• 59% of respondents are more likely to trust an influencer’s sponsored post over one from an A-list celebrity.
• 46% of all respondents have purchased products promoted by influencers.
• 70% of 18-to-29-year-olds have purchased a product after seeing it used by an influencer.
  

Key Insights for Marketers

• 53% of social media users prefer content created by social media influencers over marketing professionals.
• Ages 18-29 are 1.6 times more likely to research products on TikTok than ask their friends and family for recommendations, at 51%.
• 54% of respondents ages 18-29 say they have purchased a product directly from a social media app.
• 61% of those over 60 say TV ads are the most likely platform to get them to try a new product. Meanwhile, 52% of respondents 18-29 say influencer posts are the most likely to inspire a purchase.

Insights for Social Media Audiences

• The most used social media platforms in Australia are Facebook, YouTube, Instagram and TikTok.
• 48% of 18-to-29-year-olds follow more than 21 influencers.
• 33% of 18-to-29-year-olds follow an AI or virtual influencer.
• Younger consumers have higher and more diverse usage of social media platforms.
• 18-to-29-year-olds in Australia spend an average of 5.8 hours a day on social media.
  

Results from the study are based on the responses from 1,006 social media users in Australia over the age of 18. The report 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, visit izea.com. To work with Hoozu, visit hoozu.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.

About Hoozu

Hoozu, a subsidiary of IZEA Worldwide, Inc., is a premier influencer marketing agency in the Asia-Pacific region. Hoozu specializes in creating and executing impactful influencer campaigns, leveraging IZEA’s global reach, technology and resources to deliver exceptional results for brands and creators alike.

Attachment

• IZEA Report Finds 46% of Australians Have Purchased Products After Seeing Them Used by Influencers

FAQ

What percentage of Australians have purchased products after seeing them used by influencers?

According to the IZEA report, 46% of Australians have purchased products after seeing them used by influencers.

How do Australian consumers trust influencers compared to celebrities for sponsored posts?

The report found that 59% of respondents are more likely to trust an influencer's sponsored post over one from an A-list celebrity.

What percentage of Australian social media users prefer influencer-created content over professional marketing?

53% of Australian social media users prefer content created by social media influencers over marketing professionals.

How many hours do 18-29 year-olds in Australia spend on social media daily, according to IZEA's report?

According to the report, 18-to-29-year-olds in Australia spend an average of 5.8 hours a day on social media.

What are the most used social media platforms in Australia, as per IZEA's 2024 report?

The most used social media platforms in Australia are Facebook, YouTube, Instagram, and TikTok.