2025年對影響者營銷的信任報告（英文版）-IZEA

USEDITION

IZEAINSIGHTSSPECIALREPORT

November2024

?2024IZEAWorldwide,Inc.

In?uencersInspirePeopletoSee,SearchandShopforBrands.

IZEAproudlyreleasesourfourthannual“TrustinIn?uencerMarketing”reportthatuncoversinsightsaboutbrand-buildingtrendsinthecreatoreconomy.

Asaudiencescontinuetoshiftfromtelevisiontosocialmedia,marketingbudgetsareshiftingtoin?uencermarketing.Ourproprietaryresearchshowsthatin?uencersareincreasinglyinspiringpeopletosee,searchandshopforbrandsonsocialmedia.

SEE

Peopleareseeingbrandsonsocialmediainadi?erentlightthantraditionalmedia.Why?Because

it’smoreauthenticthanothermediaandmarketingchannels.Ourresearchshowsthatpeoplepreferin?uencer-createdcontentoverprofessionallycreatedcontentatagrowingrate.Asaresultofthisauthenticity,trustinin?uencersisatanall-timehigh.

SEARCH

Ontheconsumer’spathtopurchase,peoplearesearchingforbrandsthatmatchtheirneedsandlifestyle.Socialisplayingacrucialrolewhenitcomestoproductresearch.Infact,ourresearch

showsthat86%ofpeoplearesearchingforbrandsonsocialmediabeforemakingapurchase.

SHOP

Socialshoppingissurgingunlikeeverbeforewith77%ofpeoplemakingapurchasethroughsocialmediaplatforms.Thisispartiallyduetothegrowingtrustofin?uencersandpartiallyduetobetterplatformexperiences.Socialmediaplatformsareincreasinglynudgingaudiencesdeeperintothe

PatrickVenetucci

ChiefExecutiveO?cer,IZEA

salesfunneltothemomentoftruth.

Wehopeyou?ndthesetrendsinsightful.WewouldbedelightedtoworkwithyouandlightupthecreatoreconomywithIZEAs.

BACKGROUND

Wesurveyedover1,000U.S.-basedconsumerstohelpunderstandtheirsentimentsaround

in?uencermarketingandseehowthosethoughtsdi?erbetweenagegroupsandsexes.

GOALS

?O?ervaluableinsightsforourpartnersoverseeingthe

promotionofproductsandservicesacrossdigitalplatforms.

?Provideeducationandsupporttodecision-makerswhomuststayupdatedontrendsinsocialmediaandtheCreator

Economyfore?ectivebusinessoperations.

?Assistallpartiesinunderstandingtheevolvingdynamicsof

socialmediapreferencesandin?uencerreach,guidingthemone?ectivewaystoengagewithconsumers.

SAMPLEPOPULATION

U.S.SOCIALMEDIAUSERS

10/21/24

TO

10/22/24

UnitedStates

GEOGRAPHY

DATAGATHERED

1,114Respondents

Allrespondentswererequiredtohaveaninternet

connectionandbeasocialmediauserinorderto

participateinthesurvey.

SEX

AGE

60%

50%

40%

30%

20%

10%

25%

25%

519%

.

22%

48.1%

20%

28%

10%

30%

0%

18-2930-4445-60>60

0%

MaleFemale

CONTENTPREFERENCESTHROUGHTHEYEARS

Q:Doyoufindcontentcreatedbysocialmediainfluencerstobemorecompellingthanscriptedadvertisingwrittenbyamarketingprofessional?

In?uencercontentcontinuestogainappeal,with77%ofrespondents?ndingitmorecompellingthantraditionalads—thehighestpreferencerecordedtodate.

2021202220232024

ALLRESPONDENTS

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

77%

52%

48%48%

A:"Yes"

77%

OFRESPONDENTS

saytheyprefercontentcreatedby

socialmediain?uencersover

marketingprofessionals.

Q:Doyou?ndcontentcreatedbysocialmediain?uencerstobemorecompellingthanscriptedadvertisingwrittenbya

marketingprofessional?

“Yes”byAgeGroup“Yes”bySex

80%

74%

18-2930-4445-60>60MaleFemale

100%90%80%70%60%50%40%30%20%10%0%

100%90%80%70%60%50%40%30%20%10%0%

64%

70%

88%

85%

86%

OFRESPONDENTS

saytheyareverylikelyto

somewhatlikelytosearchon

socialplatformsbefore

makingapurchase.

Q:Howlikelyareyoutosearchonsocialplatforms(suchasTikTok,YouTube,or

Instagram)to?ndpeopletalkingabouta

productbeforedecidingtomakeapurchase?

18-2930-4445-60>60

80%

70%

54%

41%

43%

28%

22%

20%

14%

10%

0%

VeryLikelyLikelySomewhatLikely

60%

50%

40%

30%

75%

14%

12%

17%

17%

6%

PRODUCTRESEARCH

Q:Howdoyoutypicallyresearchaproduct/servicebeforemakingabigpurchase?

18-2930-4445-60>60

60%

Socialmediahasbecometheprimarysourceofproductresearchfor18-to-60-year-olds,surpassingfriendsandfamilyrecommendations.

50%

40%

30%

20%

10%

0%

53%

52%

47%

46%

46%

44%

41%

41%

35%35%

33%32%

29%

22%

17%

#1

18-29

#1

30-44

#1

45-60

#1

>60

17%

SearchTikTokSearchYouTubeSearchInstagramAskFriendsandFamily

PRODUCTRESEARCHTHROUGHTHEYEARS

Q:Howdoyoutypicallyresearchaproduct/servicebeforemakingabigpurchase?

Since2022,TikTokandInstagramhaveseenmassivegrowthasgo-toplatformsforproductresearch,whilefriendsandfamilyrecommendationshavedeclined.

202220232024

ALLRESPONDENTS

50%

42%

41%

2.3x

2.4x

40%

38%39%

37%

33%

31%

30%

25%

23%

20%

20%

17%

10%

0%

18%

SearchTikTokSearchInstagramSearchYouTubeAskFriendsandFamily

ADVERTISINGIMPACTONPURCHASES

Q:Whichoftheseismorelikelytogetyoutotryanewproduct?

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

18-2930-4445-60>60

TIER1

TIER2

TIER3

In?uencersaremost

likelytodrivenewpurchasesfor18-to-44-year-olds

43%

.

38%

35%35%35%

26%

27%26%

19%

18%

15%

15%

16%

9%

11%10%

8%

5%

#1

18-29

#1

30-44

#1

45-60

#1

>60

3%

1%

2%

0%

2%

1%

In?uencerPostTelevisionAd

PaidSocialAdMagazineAd

BannerAdRadioAd

79%

OFRESPONDENTS

saytheyhave

purchasedaproduct

afterseeingitbeingused

byanin?uencer.

Q:Haveyoueverpurchasedaproduct

afterseeingitbeingusedbyanin?uencer?

“Yes”byAgeGroup“Yes”bySex

18-2930-4445-60>60

100%90%80%70%60%50%40%30%20%10%0%

100%90%80%70%60%50%40%30%20%10%0%

84.9% 73.5%

71.1%71.8%

MaleFemale

89.2%

81.3%

INFLUENCER-INSPIREDPURCHASESTHROUGHTHEYEARS

Q:Haveyoueverpurchasedaproductafterseeingitbeingusedbyaninfluencer?

In?uencer-inspiredpurchaseshaveseengrowthacrossallagegroups,

withthoseages45-60experiencinga2.3timesincreasefrom2021to2024.

2021202220232024

A:“YES”

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

2.3x

89%

81%

71%

72%

59%

56%56%56%56%

52%

58%

54%

39%

36%

33%

31%

18-2930-4445-60>60

THERISEOFSOCIALSHOPPING

Q:Haveyoueverpurchasedaproductdirectlythroughasocialmediaplatform'sshoppingfeature?(e.g.,TikTokShop,InstagramShopping)

Socialshoppingsurgedin2024,with77%ofrespondentsmakingpurchasesthroughsocialplatforms,comparedtojust46%in2023.

20232024

A:“YES”-ALLRESPONDENTS

80%

77%

70%

60%

50%

45%

40%

30%

20%

10%

90%

0%

THERISEOFSOCIALSHOPPING

Q:Haveyoueverpurchasedaproductdirectlythroughasocialmediaplatform'sshoppingfeature?(e.g.,TikTokShop,InstagramShopping)

18-2930-4445-60>60

80%

Shoppersages45-60leadthewayinsocialshopping,with73%makingmultiplepurchasesdirectlythroughsocialmediaplatforms.

73%

70%

60%

50%

40%

30%

20%

10%

0%

62%

59%

47%

22%

16%

16%

15%

9%

10%

8%

6%

Yes,multipletimesYes,butonlyonceNo,butI'mopentoit

85%

OFRESPONDENTS

saytheyaremorelikelytotrusta

sponsoredpostfromanin?uencer

overanA-Listcelebrity.

Q:Areyoumorelikelytotrusta

sponsoredpostfromanA-Listcelebrityorasocialmediain?uencer?

“In?uencer”byAgeGroup“In?uencer”bySex

18-2930-4445-60>60

100%90%80%70%60%50%40%30%20%10%0%

100%90%80%70%60%50%40%30%20%10%0%

82.6%85.9%.79.1%

MaleFemale

905%

80.8%

89.2%

TRUSTOVERTIME:INFLUENCERSVS.CELEBRITIES

Q:AreyoumorelikelytotrustasponsoredpostfromanA-Listcelebrityorasocialmediainfluencer?

Followingyearsofsteadytrustlevels,2024sawaremarkable26%increase,with85%of

respondentsnowmorelikelytotrustasponsoredpostfromanin?uenceroveranA-listcelebrity.

2021202220232024

ALLRESPONDENTS

90%

85%

80%

70%

60%

50%

40%

30%

20%

10%

0%

62%62%61%

A:"SocialMediaIn?uencer"

TRUSTINRECOMMENDATIONS

Q:Whatfactorsincreaseyourtrustininfluencerproductrecommendations?

AuthenticityAuthenticityofthein?uencer'scontent

RecommendationHistoryPositiveexperienceswithpastrecommendations

ProductDemonstrationThein?uencershowinghowtheyusetheproduct

TransparencyDisclosureofthein?uencer'spartnershipwithbrands

CategoryExpertiseThein?uencer'sexpertiseintheproductcategory

Engagement(e.g.,respondingtoquestions/comments)

22.3%

43.5%

40.4%

54.1%

51.5%

68.0%

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

PLATFORMUSAGEBYAGE

Q:Whichsocialmediaplatformsdoyouregularlyuse?

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

18-2930+

TIER1

TIER2

TIER3

92%

Morethanhalfof18-to-29-year-olds

regularlyuseYouTubeInstagram

82%

Facebook,andTikTok,makingthemthe

,,

go-toplatformsforyoungeraudiences.

77%

73%

69%

64%

58%

43%42%

39%

45%

33%

29%30%29%29%

25%24%

21%

18%

15%15%

10%

FacebookYouT