IZEA Research Finds People Trust Influencer Marketing Over Traditional Advertising
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.
IZEA Worldwide ha pubblicato il suo quarto rapporto annuale 'Fiducia nel Marketing degli Influencer', rivelando significativi cambiamenti nel comportamento dei consumatori e nei modelli di fiducia. Lo studio mostra che il 77% degli intervistati preferisce i contenuti creati dagli influencer rispetto alla pubblicità tradizionale, mentre l'85% si fida maggiormente dei post sponsorizzati dagli influencer rispetto alle approvazioni delle celebrità.
Il rapporto evidenzia che piattaforme come TikTok e Instagram sono diventate fonti principali per la ricerca di prodotti dal 2022. Il 86% degli intervistati cerca informazioni sui prodotti sui social media e il 77% effettua acquisti diretti tramite queste piattaforme. Facebook e YouTube mantengono posizioni di leadership nell'uso complessivo, con TikTok che sta notevolmente ampliando la sua portata tra la fascia d'età 45-60 anni.
IZEA Worldwide ha publicado su cuarto informe anual 'Confianza en el Marketing de Influencers', revelando cambios significativos en el comportamiento de los consumidores y los patrones de confianza. El estudio muestra que el 77% de los encuestados prefiere el contenido creado por influencers en lugar de la publicidad tradicional, mientras que el 85% confía más en las publicaciones patrocinadas por influencers que en las recomendaciones de celebridades.
El informe destaca que plataformas como TikTok e Instagram se han convertido en fuentes principales para la investigación de productos desde 2022. El 86% de los encuestados busca información sobre productos en redes sociales, y el 77% realiza compras directas a través de estas plataformas. Facebook y YouTube mantienen posiciones de liderazgo en el uso general, con TikTok expandiendo notablemente su alcance entre el grupo de edad de 45 a 60 años.
IZEA Worldwide는 '인플루언서 마케팅에 대한 신뢰'라는 네 번째 연례 보고서를 발표하며 소비자 행동과 신뢰 패턴에서 중요한 변화를 드러냈습니다. 이 연구에 따르면 77%의 응답자가 전통적인 광고보다 인플루언서가 만든 콘텐츠를 선호하며, 85%는 셀러브리티의 보증보다 인플루언서의 스폰서 게시물을 더 믿고 있습니다.
보고서는 TikTok와 Instagram과 같은 플랫폼이 2022년 이후 제품 연구의 주요 출처가 되었음을 강조하고 있습니다. 86%의 응답자는 소셜 미디어에서 제품 정보를 검색하고, 77%는 이러한 플랫폼을 통해 직접 구매합니다. Facebook과 YouTube는 전체 사용에서 선두 자리를 유지하고 있으며, TikTok은 45-60세 연령대에서 놀랍게도 그 범위를 확장하고 있습니다.
IZEA Worldwide a publié son quatrième rapport annuel 'Confiance dans le Marketing d'Influence', révélant des changements significatifs dans le comportement des consommateurs et les schémas de confiance. L'étude montre que 77% des interrogés préfèrent le contenu créé par des influenceurs plutôt que la publicité traditionnelle, tandis que 85% leur font plus confiance que les endorsements de célébrités.
Le rapport met en lumière le fait que des plateformes comme TikTok et Instagram sont devenues des sources principales pour la recherche de produits depuis 2022. 86% des répondants recherchent des informations sur les produits sur les réseaux sociaux, et 77% effectuent des achats directs via ces plateformes. Facebook et YouTube conservent des positions dominantes dans l'utilisation globale, TikTok élargissant de manière significative son audience parmi la tranche d'âge de 45 à 60 ans.
IZEA Worldwide hat seinen vierten jährlichen Bericht 'Vertrauen in Influencer-Marketing' veröffentlicht, der bedeutende Veränderungen im Verbraucherverhalten und in den Vertrauensmustern offenbart. Die Studie zeigt, dass 77% der Befragten Inhalte von Influencern der traditionellen Werbung vorziehen, während 85% den gesponserten Beiträgen von Influencern mehr Vertrauen schenken als den Empfehlungen von Prominenten.
Der Bericht hebt hervor, dass Plattformen wie TikTok und Instagram seit 2022 zu den wichtigsten Quellen für Produktforschung geworden sind. 86% der Befragten suchen in sozialen Medien nach Produktinformationen, und 77% tätigen direkte Käufe über diese Plattformen. Facebook und YouTube behalten ihre führenden Positionen in der allgemeinen Nutzung, während TikTok bemerkenswert seine Reichweite in der Altersgruppe von 45 bis 60 Jahren ausweitet.
- 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
- None.
Insights
The research findings signal a transformative shift in consumer behavior and advertising effectiveness that could reshape IZEA's market position. With
The platform's strategic positioning is particularly noteworthy as TikTok and Instagram emerge as primary product research destinations. This trend, combined with the
However, investors should note that while these findings are positive for the sector, IZEA's small market cap of
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
“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, and85% 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, and77% 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?
How many consumers prefer influencer content over traditional ads according to IZEA's latest research?
What percentage of consumers make purchases directly through social media platforms according to IZEA's 2024 study?
Which social media platforms have grown as product research sources since 2022 according to IZEA?
