2024年加拿大網(wǎng)紅營銷信任度報告（英文版）-IZEA

CAEDITION

IZEAINSIGHTSSPECIALREPORT

July2024

?2024IZEAWorldwide,Inc.

BACKGROUND

Wesurveyedover1,000Canada-based

consumerstohelpunderstandtheirsentimentsaroundin?uencermarketingandseehowthosethoughtsdi?erbetweenagegroupsandsexes.

GOALS

?O?ervaluableinsightsforourpartnersoverseeingthe

promotionofproductsandservicesacrossdigitalplatforms.

?Provideeducationandsupporttodecision-makerswhomuststayupdatedontrendsinsocialmediaandtheCreator

Economyfore?ectivebusinessoperations.

?Assistallpartiesinunderstandingtheevolvingdynamicsof

socialmediapreferencesandin?uencerreach,guidingthemone?ectivewaystoengagewithconsumers.

SAMPLEPOPULATION

CANADASOCIALMEDIAUSERS

5/16/24

TO

5/17/24

Canada

GEOGRAPHY

DATAGATHERED

1,018Respondents

Allrespondentswererequiredtohaveaninternet

connectionandbeasocialmediauserinorderto

participateinthesurvey.

SEXAGE

60%

50%

40%

30%

20%

10%

40%35%30%25%20%15%10% 5%0%

32%

52.5%47.5%

26%

23%

19%

0%

MaleFemale

18-2930-4445-60>60

SUMMARYOFFINDINGS

Our?ndingsinthisreportrevealsigni?canttrendsin

in?uencermarketingandsocialmediausageinCanada.

Facebookremainsthemostwidelyusedplatform,while

InstagramandTikTokseehighengagementamong

youngerusers.Contentcreationisdominatedbyshort-

formvisualcontent,whichcontinuestogrowinpopularityacrossvariousplatforms.

Trustinin?uencerrecommendationsisbolsteredbyauthenticity,productuse,andtransparency,drivingconsumerbehaviourandpurchasedecisions.

Socialshoppingfeaturesarewidelyaccepted,and

in?uenceradvertisingismoree?ectivethantraditional

methods.Theseinsightshighlighttheevolvinglandscapeofdigitalmarketing,emphasizingtheimportanceofauthenticandrelatablecontentinin?uencingconsumerbehaviour.

PLATFORMUSAGE

Q:Whichsocialmediaplatformsdoyouregularlyuse?

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

AllRespondentsIn?uencers

TIER1

TIER2

TIER3

88%

86%

86%

78%

75%

61%

59%

49%

39%

47%

44%

35%

31%

28%

34%

32%

27%

24%

20%

11%

YouTube

FacebookInstagramTikTok

SnapchatXLinkedIn

PinterestTwitchReddit

PLATFORMUSAGE

Q:Whichsocialmediaplatformsdoyouregularlyuse?

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

AllRespondents18-to-29-Year-Olds

TIER1

TIER2

TIER3

Youngerconsumers

havehigherandm

diverseusage

ofsocialmediaplatforms

84%

86%

81%

ore

.

78%

71%

61%

64%

59%

39%

43%

35%

31%

29%

28%

31%

35%

27%

24%

22%

11%

YouTube

Facebook

InstagramTikTok

SnapchatX

LinkedIn

Pinterest

TwitchReddit

SOCIALFOLLOWING

Q:Howmanyinfluencersdoyoufollowonsocialmedia?

ALLRESPONDENTS18-TO-29-YEAR-OLDS

10%

11%

18%

22%

8%

34%

9%

FOLLOW21+

48%

15%

FOLLOW21+

41%

21%

44%

●NoneFollowed

●1-20In?uencersFollowed21-50In?uencersFollowed●51-100In?uencersFollowed●101+In?uencersFollowed

48%

of18-to-29-year-oldsfollowmorethan20in?uencers.

58%

OFRESPONDENTS

saytheyprefercontentcreatedby

socialmediain?uencers.

Q:Doyou?ndcontentcreatedbysocialmediain?uencerstobemorecompellingthanscriptedadvertisingwrittenbya

marketingprofessional?

“Yes”byAgeGroup“Yes”bySex

18-2930-4445-6060+

80%70%60%50%40%30%20%10%0%

80%70%60%50%40%30%20%10%0%

73%

69%

MaleFemale

50%

56%

58%

33%

INFLUENCEDRIVESINFLUENCE

93%

OFINFLUENCERS

saytheyaretheprimaryshopperintheirhousehold.

84%

OFINFLUENCERS

94%

OFINFLUENCERS

saytheyhavepurchasedaproductafterseeingitbeingusedbyanotherin?uencer.

saytheyarelikelytosearchon

socialplatformsbefore

makingapurchase.

usingsocial

mediaplatforms

In?ur7HOURSADAY

ADVERTISINGIMPACTONPURCHASES

Q:Whichoftheseismorelikelytogetyoutotryanewproduct?

60%

50%

40%

30%

20%

10%

0%

18-2930-4445-60>60

TIER1

TIER2

TIER3

51%

53%

45%

43%

34%

32%

25%

18%

9%

16%

In?uencerPost

TelevisionAd

5%

4%

PaidSocialAd

8%

7%

6%

7%7%

5%

5%

5%

BannerAdMagazineAd

5%

6%

4%

0%

RadioAd

ADVERTISINGIMPACTONPURCHASES

Q:Whichoftheseismorelikelytogetyoutotryanewproduct?

18-TO-29-YEAR-OLDS30-TO-44-YEAR-OLDS

In?uencerPost

TelevisionAd

PaidSocialAd

BannerAd

MagazineAd

RadioAd

In?uencerPost

TelevisionAd

PaidSocialAd

BannerAd

MagazineAd

RadioAd

51%

18%

16%

8%

7%

0%

0%10%20%30%40%50%60%

70%

In?uencerPost

TelevisionAd

PaidSocialAd

BannerAd

MagazineAd

RadioAd

45-TO–60-YEAR-OLDS

34%

5%

6%

7%

6%

0%10%20%30%40%

43%

50%

60%

70%

In?uencerPost

TelevisionAd

PaidSocialAd

BannerAd

MagazineAd

RadioAd

45%

32%

9%

5%

5%

4%

0%10%20%30%40%50%60%70%

60+YEAR-OLDS

25%

53%

4%

7%

5%

5%

0%10%20%30%40%50%60%70%

62%

OFRESPONDENTS

saytheyaremorelikelytotrusta

sponsoredpostfromanin?uencer

overanA-Listcelebrity.

Q:Areyoumorelikelytotrusta

sponsoredpostfromanA-Listcelebrityorasocialmediain?uencer?

“In?uencer”byAgeGroup“In?uencer”bySex

18-2930-4445-6060+

70%60%50%40%30%20%10%0%

70%60%50%40%30%20%10%0%

58.6%63.6%

60.7%59.1%61.0%

MaleFemale

67.0%

PRODUCTRESEARCH

Q:Howdoyoutypicallyresearchaproduct/servicebeforemakingabigpurchase?

18-2930-4445-60>60

60%

More18-to-44-year-oldsturntoYouTubethanfriendsandfamily.

51%

50%

40%

30%

20%

10%

0%

47%47%48%

40%

36%

36%

31%

28%

27%

23%

23%

9%

10%

#1

18-29

#1

45-60

#1

60+

#1

4%

30-44

2%

SearchTikTokSearchYouTubeSearchInstagramAskFamilyandFriends

YOUNGCONSUMERSEMBRACESOCIAL

40%

OF18-TO-29-YEAR-OLDS

51%

OF18-TO-29-YEAR-OLDS

researchpurchase

decisionsonTikTokbeforemakingaproductpurchase

havepurchasedaproductdirectly

throughasocialmediaapp

(e.g.TikTokShop,etc.)

67%

OF18-TO-29-YEAR-OLDS

havepurchasedaproduct

afterseeingitbeingused

byanin?uencer

18-to-29-year-oldsspendanaverageof

usingsocial

mediaplatforms

6HOURSADAY

50%

OFRESPONDENTS

saytheyhave

purchasedaproduct

afterseeingitbeingused

byanin?uencer.

Q:Haveyoueverpurchasedaproduct

afterseeingitbeingusedbyanin?uencer?

“Yes”byAgeGroup“Yes”bySex

18-2930-4445-6060+

70%60%50%40%30%20%10%0%

70%60%50%40%30%20%10%0%

51.8%47.8%

MaleFemale

60.4%

45.2%

23.9%

67.0%

SOCIALSHOPPING

Q:Haveyoueverpurchasedaproductdirectlythroughasocialmediaplatform'sshoppingfeature?

MaleFemale

40%

35%

33.6%

29.9%

30%

25%

23.0%

20.2%

20%

14.7%

15%

13.3%

10%

5%

67%ofallrespondentshavepurchasedaproductthroughasocialmediaplatform’sshoppingfeature*orareopentodoingso.

0%

Yes,multipletimesYes,butonlyonceNo,butI'mopentoit

*Examples:TikTokShop,InstagramShopping

SOCIALSHOPPING

Q:Haveyoueverpurchasedaproductdirectlythroughasocialmediaplatform'sshoppingfeature?

40%

18-2930-44

45-60>60

51%ofthoseages18to29haveusedsocialshoppingfeatures.

35%

30%

25%

20%

15%

10%

5%

0%

34%35%

32%32%

27%

27%

17%17%

16%

13%

9%

6%

Yes,multipletimesYes,butonlyonceNo,butI'mopentoit

SOCIALSHOPPING

Q:Haveyoueverpurchasedaproductdirectlythroughasocialmediaplatform'sshoppingfeature?

18-29inCanada

18-29intheUnitedStates

40%

SocialshoppinghasgreateracceptanceinCanadavs.

theUnitedStates,particularlyamong18-to-29-year-olds.

35%

30%

25%

20%

15%

10%

5%

0%

34%

33%

2.3X

32%

19%

17%

15%

Yes,multipletimesYes,butonlyonceNo,butI'mopentoit

Source:IZEAInsights

INFLUENCERPLATFORMEFFECTIVENESS

Q:Inyouropinion,whatisthebestplatformtopromoteaproductthroughaninfluencer?

50%

18-2930-44

45-60>60

TikTokandInstagramskewyounger,whileFacebookskewsolder.

46%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

33%

31%

29%

27%

27%

26%

26%

24%

19%

19%

17%

16%

12%

11%

11%

9%

7%

6%

5%

TikTokInstagramYouTubeFacebookOtherPlatforms

TRUSTINRECOMMENDATIONS

Q:Whatfactorsincreaseyourtrustininfluencerproductrecommendations?

54.4%

AuthenticityAuthenticityofthein?uencer'scontent

45.5%

ProductUseThein?uencershowinghowtheyusetheproduct

37.7%

PastRecommendationsPositiveexperienceswithpastrecommendations

47.7%

TransparencyDisclosureofthein?uencer'spartnershipwithbrands

35.2%

CategoryExpertiseThein?uencer'sexpertiseintheproductcategory

27.7%

Engagement(e.g.,respondingtoquestions/comments)

0%10%20%30%40%50%60%

AIINFLUENCERS

Q:DoyoufollowanyAI-generatedorvirtualinfluencersonsocialmediaplatforms?

30+YEAR-OLDS

18-TO-29-YEAR-OLDS

15%

11%

19%

26%

12%

20%

YES

40%

YES

28%

21%

21%

31%

17%

●Yes,IactivelyfollowandengagewithAI/virtualin?uencers.

.Yes,Ifollowafewbutdon'tactivelyengagewiththeircontent.●No,butI'mawareofthemandinterestedinfollowing.

●No,I'mnotinterestedinAI/virtualin?uencers.

●Iwasn'tawareofAI/virtualin?uencersuntilnow.

40%

of18-to-29-year-oldsfollowanAIorvirtualin?uencer.

23%

of30+year-oldsfollowanAIorvirtualin?uencer.

KEYTAKEAWAYS

PlatformsandBehaviours

PlatformUsageandEngagement

?FacebookDominance:86%ofallrespondentsregularlyuseFacebook,makingitthemostwidelyusedplatformacrossdemographics.

?TikTokPopularity:TikTokusageissigni?cantlyhigher

amongyoungerusers,with64%of18-to–29-year-oldsusingtheplatformregularly.

?DiversePlatformEngagement:Youngerconsumers(18-29)engagewithamorediverserangeofsocialmediaplatformscomparedtoolderdemographics.

?In?uencerSearchBehaviour:94%ofin?uencersarelikelytosearchonsocialplatformsbeforemakingapurchase,

indicatingthecriticalroleofsocialmediaintheirdecision-makingprocess.

?DailyEngagement:In?uencersspendanaverageof7hoursadayonsocialmediaplatforms,highlightingtheextensiveengagementtimethatcanbeleveragedbymarketers.

ConsumerBehaviourandPreferences

?PurchaseIn?uence:50%ofrespondentshavepurchasedaproductafterseeingitbeingusedbyanin?uencer,

underscoringthepowerin?uencershaveindrivingsales.

?TrustinIn?uencers:62%ofrespondentsaremorelikelytotrustasponsoredpostfromanin?uenceroveranA-List

celebrity.

?SocialShoppingTrends:Morethan50%ofthoseages18-to-29haveusedsocialshoppingfeatures,showingastrongtrendtowardin-apppurchasesamongyoungerusers.

?ProductResearchMethods:40%of18-to-29-year-oldsturntoTikTokforproductresearchbeforemakingabig

purchase,makingitacriticalplatformforreachingyounger

consumers.

?EngagementwithAIIn?uencers:40%of18–to-29-year-oldsfollowAIorvirtualin?uencers,demonstratingtheincreasingacceptanceandinterestinAI-generatedcontent.

KEYTAKEAWAYS

TrustandImpact

TrustandAuthenticity

?In?uencerAuthenticity:Authenticityinanin?uencer's

contentisthetopfactorincreasingtrustinproduct

recommendations,with54.4%ofrespondentsprioritisingit.

?ProductUseDemonstration:45.5%ofrespondentstrustin?uencerswhoshowhowtheyusetheproduct,

highlightingtheimportanceofpracticaldemonstrat