IZEA Report Finds 46% of Social Media Users Ages 18-60 Have Changed Their Political Opinions Due to Influencer Content

Rhea-AI Summary

IZEA Worldwide, Inc. (NASDAQ: IZEA) has released a research report titled 'Influencers & The 2024 Election', revealing significant insights into the impact of social media influencers on political opinions and engagement. Key findings include:

- 46% of social media users aged 18-60 have changed their political opinions due to influencer content
- 82% of influencers plan to share political views online during the 2024 U.S. election
- 52% of social media users believe influencers have a responsibility for political advocacy
- 87% of influencers plan to encourage voter registration and participation

The report highlights the growing influence of social media personalities on political discourse, with 92% of influencers believing their views can sway followers. IZEA CEO Ted Murphy emphasizes the importance of responsible and accurate information sharing given this impact.

Positive

• IZEA's research demonstrates the company's expertise in influencer marketing trends
• The report findings suggest potential growth in political-focused influencer marketing campaigns
• High engagement rates (82% of influencers planning to share political views) indicate a strong market for IZEA's services during election seasons

Negative

• The report doesn't directly mention any financial benefits or revenue growth for IZEA
• Potential controversy surrounding influencers' impact on political opinions could affect IZEA's reputation or client relationships

Insights

Market Research Analyst

This report reveals significant insights into the intersection of social media, influencer marketing and politics. The data shows a substantial impact of influencers on political opinions, with 46% of users aged 18-60 changing their views based on influencer content. This trend could have far-reaching implications for political campaigns and their digital strategies.

From a business perspective, this presents both opportunities and risks for brands working with influencers. The high engagement rates in political content (82% of influencers plan to share political views) could boost visibility, but also potentially alienate segments of the audience. Companies may need to carefully consider their influencer partnerships and content strategies in light of these findings to navigate the politically charged social media landscape effectively.

Social Media Expert

The report highlights a significant shift in how political information is disseminated and consumed. With social media being the primary source of political news for those under 61, platforms and influencers are becoming key players in shaping public opinion. This trend presents both opportunities and challenges for social media companies.

On one hand, increased political engagement could drive user activity and ad revenue. However, the responsibility to manage misinformation becomes more critical, with 88% of users concerned about its spread. Platforms may need to invest more in content moderation and fact-checking tools to maintain user trust and avoid regulatory scrutiny. The data also suggests a potential market for new features or tools that help users verify political information shared by influencers.

Political Analyst

This report underscores the evolving landscape of political campaigning and voter engagement. The fact that 46% of social media users have changed their political opinions due to influencer content is a game-changer for political strategists. It suggests that traditional campaign methods may need to be supplemented or even replaced by influencer-driven strategies.

However, the polarizing nature of politics on social media, evidenced by 56% of users unfollowing influencers due to political views, poses challenges. Political campaigns will need to balance reaching new audiences through influencers while mitigating the risk of alienating existing supporters. The high level of influencer involvement in political advocacy (87% planning to encourage voter participation) could also lead to increased voter turnout, potentially altering election dynamics.

82% of Influencers Plan to Share Political Views Online During U.S. Election

ORLANDO, Fla., Aug. 20, 2024 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of technology, data, and services for the Creator Economy, released its research report, “Influencers & The 2024 Election,” today. The report is based on United States consumer sentiment and examines how social media influences political engagement and sentiment and the role of influencers in shaping political opinions.

The survey found that 52% of social media users believe that influencers have a responsibility to use their platforms for political advocacy, and 87% of influencers plan to use their social media channels to encourage voter registration and participation.

“Our latest research underscores the significant role influencers play in shaping followers’ opinions and political discourse,” said Ted Murphy, IZEA CEO and founder. “With 92% of influencers believing their political views can influence their followers, and 46% of social media users ages 18-60 having already changed their minds about political issues because of influencer content, it’s clear that influencers are a powerful force in the political landscape. With the trust that audiences place on influencer recommendations, it becomes imperative to share political information responsibly and accurately, given the potential impact influencers can have on voter engagement and understanding of political issues.”

Key Insights for Influencers and Their Impact on Their Followers

• 42% of respondents have a positive view about social media influencers sharing their political opinions online.
• 52% of social media users believe that influencers have a responsibility to use their platforms for political advocacy.
• 52% of respondents believe that political content from influencers contributes to their understanding of political issues.
• Influencers are 3.3 times more likely to think their political content will be received very positively, compared with general social media users.

Key Insights for Social Media Users and Their Response to Influencer Opinions

• 64% of social media users are more likely to follow an influencer who has similar political views as their own.
• 56% of social media users have unfollowed an influencer based on their political views.
• 46% of social media users think they could be influenced by influencers who share their political opinions online.
• 46% of social media users ages 18-60 say they have changed their political opinion based on an influencer’s content.

Insights on Influencers and Political Content

• 82% of influencers plan to share their political views online during the 2024 election.
• 87% of influencers plan to use their social media platforms to encourage voter registration and participation.
• 92% of influencers believe sharing their political opinions could influence their followers’ views on political topics.
• 79% of influencers participate in political events or rallies, or plan to do so in the future.

Insights for Social Media Audiences

• 70% of social media users say sharing their political views online could impact their personal relationships.
• 88% of respondents are concerned about the potential for misinformation to spread via social media during the election.
• 90% of social media users believe it’s important for influencers to verify the accuracy of the political information they share.
• Social media is the top choice for staying informed about political developments for those under the age of 61.

Results from the study are based on the responses from over 2,000 social media users in the U.S. aged 18 or older. 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: Influencers & The 2024 Election.

To work with IZEA, 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 46% of Social Media Users Ages 18-60 Have Changed Their Political Opinions Due to Influencer Content

FAQ

What percentage of social media users have changed their political opinions due to influencer content, according to IZEA's report?

According to IZEA's report, 46% of social media users ages 18-60 have changed their political opinions due to influencer content.

How many influencers plan to share political views online during the 2024 U.S. election, as per IZEA's study?

IZEA's study found that 82% of influencers plan to share their political views online during the 2024 U.S. election.

What percentage of social media users believe influencers have a responsibility for political advocacy, according to IZEA's research?

IZEA's research shows that 52% of social media users believe influencers have a responsibility to use their platforms for political advocacy.

How many influencers plan to encourage voter registration and participation, based on IZEA's report?

According to IZEA's report, 87% of influencers plan to use their social media platforms to encourage voter registration and participation.