1、MARCH 2022Monitoring the impact of social media influencersIZEA INSIGHTS SPECIAL REPORTTrust in Influencer MarketingWe surveyed a total of 1,237 social media users to help understand consumer sentiments around influencer marketing and other forms of advertising and how those thoughts differ across g

2、ender,age and other key demographic 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.Hel

3、p all parties understand how they may 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 fo

4、r identification purposes only.Use of these names,logos,and brands does not imply endorsement or partnership.0%5%10%15%20%25%30%35%40%18-2930-%35%26%19%Gender0%10%20%30%40%50%60%70%80%MaleFemale50.5%49.5%Age1,237 Qualified Social Media UsersAll respondents were required to have an interne

5、t connection in order to participate in the survey.U.S.Geography12/2/21Data Gathered12/3/21TOSample PopulationU.S.Social Media Userssay influencer posts are the No.1 way to get them to try new products.36%OF ALL RESPONDENTSRESPONSES BY GENDERALLMALEFEMALE1.Social Media Influencer Posts36.4%30.6%41.8

6、%2.Television Ads30.6%32.4%28.8%3.Paid Social Ads12.5%13.8%11.4%4.Banner Ads8.9%9.9%8.1%5.Magazine Ads7.8%6%7.4%6.Radio Ads3.7%5.0%2.5%Q:Which of these is most likely to get you to try a new product?#1Influencer marketing posts are the top choice for 38.9%of those ages 18-29 and 45.3%of those ages 3

7、0-33.FRESPONSES BY AGE GROUP18-2930-4445-6060Influencer Post38.9%45.3%32.2%28.2%Television Ad16.4%23.3%36.7%47.0%Paid Social Ad19.0%14.2%10.0%7.2%Banner Ad15.9%8.5%7.6%3.9%Magazine Ad6.6%6.4%8.6%9.9%Radio Ad3.1%2.4%5.0%3.9%Q:Which of these is most likely to get you to try a new product?Q:Which of th

8、ese is most likely to get you to try a new product?Adults aged 18-44 are twice as likely to say that influencer marketing posts are better than TV ads at getting them to try new products.For most adults older than 45,influencer marketing is second only to TV ads.IZEA INSIGHTRESPONSES BY AGE GROUP0%1

9、0%20%30%40%50%18-2930-4445-60 607%10%14%19%47%37%23%16%28%32%43%39%Influencer PostsTV CommercialsOther Social Adssay 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+65.2%61.3%62.5%59.7%A:“Social

10、Media Influencer”By Age Group0%10%20%30%40%50%60%70%Social Media InfluencerA-List Celebrity38.1%61.9%All RespondentsQ:Are you more likely to trust a sponsored post from an A-List celebrity or a social media influencer?RESPONSE BY AGE GROUP18-2930-4445-60 60Yes55.75%56.42%39.0%33.2%No44.25%43.58%61.0

11、%66.9%have purchased a product after seeing it used by an influencer.56%OF ALL RESPONDENTS AGE:18-44Q:Have you purchased a product after seeing it used by an influencer?Q:Have you purchased a product after seeing it used by an influencer?Our 2022 State of Influencer Equality showed that 83%of all in

12、fluencer marketing deal flow went to female influencers.But with 43%of males making influencer-inspired purchases,the impact of influencer marketing is much more balanced across gender and age groups.IZEA INSIGHT0%10%20%30%40%50%AllMaleFemale49.2%43.0%46.2%Answer:Yeshave engaged with a sponsored inf

13、luencer post.Q:Have you liked or commented on a sponsored influencer post in the past?0%10%20%30%40%50%60%70%18-2930-4445-60 6051.9%61.5%64.9%64.2%A:“YES”BY AGE GROUP61%OF ALL RESPONDENTSQ:How many influencers do you follow on social media?0%10%20%30%40%50%60%No Influencers1-20 Influencers21-50 Infl

14、uencersMore Than 50 Influencers4%4%52%39%13%13%49%26%14%16%57%14%14%24%55%8%18-2930-4445-60 60Social media influencers reach 92%of all respondents aged 18-29.Response by Age GroupQ:In your opinion,what is the best platform to promote a product through an influencer?0%5%10%15%20%25%30%YouTubeFacebook

15、InstagramTikTokTwitterPinterestPodcastLinkedInBlogs2%2%2%3%4%14%24%24%26%All Social Media UsersYouTube,Facebook,Instagram and TikTok are the top four picks for all social media users.0%85%32.6%YouTube22.1%Facebook19.8%Instagram11.4%TikTokMen0%90%20.4%YouTube26%Facebook27.1%Instagram16.5%TikTokWomenW

16、omen are more likely to say Instagram and Facebook are the top ways to promote products.Men are more likely to say YouTube is their No.1Q:In your opinion,what is the best platform to promote a product through an influencer?0%5%10%15%20%25%30%35%YouTubeFacebookInstagramTikTok6%12%40%22%14%18%31%26%16

17、%31%20%25%19%33%6%32%18-2930-4445-60 606.7xMore LikelyResponse by Age GroupQ:In your opinion,what is the best platform to promote a product through an influencer?Social media users over 60 are 6.7 times more likely to say Facebook is the best platform for influencer marketing than those ages 18-29.Social media is constantly evolving and consumer preferences are shifting alongside it.Working with a diverse set of influencers on a variety of platforms is the best way to reach all genders and age groups.IZEA INSIGHTFor additional research visit: