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1、IZEA INSIGHTS SPECIAL REPORTAPRIL 20232023 Trust in Influencer Marketing 2023 IZEAFor the second consecutive year,we surveyed over 1,200 U.S.-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ across gender,age and other key demographic
2、data.BACKGROUNDProvide insights for our partners who are responsible for marketing products and services on digital platforms.Educate and assist decision makers that must stay informed on social media and influencer marketing trends to operate their businesses.Help all parties understand how they ma
3、y be able to interact with consumers as social media preferences and influencer reach evolve over time.GOALSAll product names,logos,and brands are the intellectual property of their respective owners.All company,product,and service names used in this report are for identification purposes only.Use o
4、f these names,logos,and brands does not imply endorsement or partnership.GUESS+rocioccamacho 0%5%10%15%20%25%30%35%40%18-2930-%31%24%20%Gender0%10%20%30%40%50%60%MaleFemale51.8%48.2%Age1,299 Qualified Internet UsersAll respondents were required to have an internet connection in order to p
5、articipate in the survey.United StatesGeographyData Gathered12/15/2212/16/22TOU.S.Social Media UsersSample PopulationSimple Mills+anniemescall More than half of all respondents now say that theyve purchased a product after seeing it used by a social media influencer.The 45-60 age range saw the bigge
6、st increase(+38.5%)year-over-year.18-2930-4445-6060+0%10%20%30%40%50%60%70%31.1%53.8%55.8%58.5%33.2%39.0%56.4%55.8%20212022“Yes”by Age Group0%20%40%60%2021202250.2%46.2%“Yes”-All Respondents38.5%IncreaseQ:Have you purchased a product after seeing it used by a social media influencer?0%5%10%15%20%25%
7、30%35%YouTubeInstagramTikTok31%24%26%19%33%32%20212022Filter:18-29 Year OldsQ:In your opinion,what is the best platform to promote a product through an influencer?18%Decrease27%Decrease63%IncreaseGen Z is turning to TikTok as their preferred platform for influencing.More 18 to 29-Year-Olds Turn to T
8、ikTok Than Friends&Family0%15%30%45%60%75%Search TikTokSearch YouTubeAsk Family&Friends57.4%28.7%0.8%39%30%15%35%34%17%25%40%42%18-2930-4445-60 60Q:How do you typically research a product/service before making a big purchase?Nintendo+ryansecret RESPONSES BY GENDERALLMALEFEMALE1.Social Media Influenc
9、er Posts35.2%26.5%42.7%2.Television Ads29.8%30.4%29.4%3.Paid Social Ads12.9%16.4%9.9%4.Magazine Ads9.7%10.3%9.1%5.Banner Ads8.1%9.9%6.6%6.Radio Ads4.3%6.5%2.3%Q:Which of these is most likely to get you to try a new product?say influencer posts are the No.1 way to get them to try new products.35%OF A
10、LL RESPONDENTS1Influencer posts are the top choice for respondents under 60.FRESPONSES BY AGE GROUP18-2930-4445-6060Influencer Post44.0%36.8%36.3%23.5%Television Ad11.6%27.9%32.7%45.4%Paid Social Ad24.1%14.5%9.3%5.6%Banner Ad10.4%6.7%9.3%6.0%Magazine Ad7.5%10.6%6.8%14.7%Radio Ad2.5%3.5%5.6%4.8%Q:Whi
11、ch of these is most likely to get you to try a new product?#Gillette+iamowencain say they are more likely to trust a sponsored post from an influencer over an A-List celebrity.62%OF ALL RESPONDENTS0%10%20%30%40%50%60%70%18-2930-4445-6060+64.5%57.8%64.7%64.3%A:“Social Media Influencer”By Age Group0%1
12、0%20%30%40%50%60%70%Social Media InfluencerA-List Celebrity37.6%62.4%All RespondentsEbay+maallymall Q:Are you more likely to trust a sponsored post from an A-List celebrity or a social media influencer?have engaged with a sponsored influencer post.Q:Have you liked or commented on a sponsored influen
13、cer post in the past?0%15%30%45%60%75%18-2930-4445-60 6056.2%65.4%60.1%71.4%A:“YES”BY AGE GROUP63%OF ALL RESPONDENTST-Mobile+shadesofpinck Q:How many influencers do you follow on social media?0%10%20%30%40%50%60%I do not follow any influencers1-20 Influencers21-50 InfluencersMore Than 50 Influencers
14、4%5%42%49%9%20%48%23%9%16%51%24%15%18%57%10%18-2930-4445-60 60Response by Age GroupSocial media influencers reach 90%of all respondents ages 18-29.0%100%33.6%YouTube20.8%Facebook20.8%Instagram11.8%TikTokMen0%100%18%YouTube26.9%Facebook24.4%Instagram21.8%TikTokWomenWomen are more likely to say Instag
15、ram and Facebook are the top ways to promote products,but men are more likely to say YouTube is the top way.Q:In your opinion,what is the best platform to promote a product through an influencer?8.9%Other Platforms13%Other PlatformsQ:In your opinion,what is the best platform to promote a product thr
16、ough an influencer?0%5%10%15%20%25%YouTubeFacebookInstagramTikTokTwitterPinterestLinkedIn1%3%3%17%23%24%25%All Social Media UsersYouTube,Facebook,Instagram and TikTok remain the top four picks for all social media users.Influencer marketing is a powerful tool used to introduce consumers of all ages to new products.For Gen Z in particular,influencers are an important source if not the most important source of information when making purchase decisions.Toyota+miniinaaz IZEA INSIGHTFor additional research visit: 2023 IZEA