IZEA Report Finds 46% of Australians Have Purchased Products After Seeing Them Used by Influencers
2024年7月30日 - 12:00AM
IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of
technology, data, and services for the Creator Economy, in
partnership with its wholly-owned Australian-based company Hoozu,
released the 2024 Australia edition of its research report, “Trust
in Influencer Marketing,” today. The report is based on Australian
consumer sentiment and examines the effectiveness of influencer
marketing in terms of consumer trust and engagement.
The survey found that 70% of 18-to-29-year-olds have purchased a
product after seeing it being used by an influencer.
“In influencer marketing, trust is paramount. Our Trust in
Influencer Marketing report for Australia reveals that 59% of
respondents place more trust in sponsored posts by influencers than
those by A-list celebrities. This trust is translating directly
into consumer action, with over half of all respondents having
purchased a product promoted by an influencer,” said Ted Murphy,
IZEA CEO and founder. “Particularly among younger demographics,
influencers are shaping purchasing behaviors and decisions. It’s a
clear indication that the future of marketing lies not in
traditional approaches but in harnessing the power of
influencer-led content.”
“The Trust in Influencer Marketing report highlights the power
and influence of social media influencers, with 59% of Australian
consumers more likely to trust influencers over celebrities,” said
Natalie Giddings, Hoozu CEO. “This trust, along with the preference
for influencer-created content over traditional marketing,
underscores the role influencers play in shaping consumer behavior
in Australia. For marketers, this shows the importance of
leveraging influencer authenticity and trust to drive meaningful
engagement, strengthen brand loyalty and achieve impactful
results.”
Key Insights for Influencers and Consumers
- 59% of respondents are more likely to trust an influencer’s
sponsored post over one from an A-list celebrity.
- 46% of all respondents have purchased products promoted by
influencers.
- 70% of 18-to-29-year-olds have purchased a product after seeing
it used by an influencer.
Key Insights for Marketers
- 53% of social media users prefer content created by social
media influencers over marketing professionals.
- Ages 18-29 are 1.6 times more likely to research products on
TikTok than ask their friends and family for recommendations, at
51%.
- 54% of respondents ages 18-29 say they have purchased a product
directly from a social media app.
- 61% of those over 60 say TV ads are the most likely platform to
get them to try a new product. Meanwhile, 52% of respondents 18-29
say influencer posts are the most likely to inspire a
purchase.
Insights for Social Media Audiences
- The most used social media platforms in Australia are Facebook,
YouTube, Instagram and TikTok.
- 48% of 18-to-29-year-olds follow more than 21 influencers.
- 33% of 18-to-29-year-olds follow an AI or virtual
influencer.
- Younger consumers have higher and more diverse usage of social
media platforms.
- 18-to-29-year-olds in Australia spend an average of 5.8 hours a
day on social media.
Results from the study are based on the responses from 1,006
social media users in Australia over the age of 18. The report is
part of an ongoing series of research studies focusing on
influencers’ key roles in influencing consumer behaviors and
trends.
The report is available to download for free here: Trust in
Influencer Marketing.
To work with IZEA, visit izea.com. To work with Hoozu, visit
hoozu.com. For news and resources, follow IZEA at x.com/izea.
About IZEA Worldwide, Inc.
IZEA Worldwide, Inc. (“IZEA”) is a marketing technology company
providing software and professional services that enable 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.
About Hoozu
Hoozu, a subsidiary of IZEA Worldwide, Inc., is a premier
influencer marketing agency in the Asia-Pacific region. Hoozu
specializes in creating and executing impactful influencer
campaigns, leveraging IZEA’s global reach, technology and resources
to deliver exceptional results for brands and creators alike.
- IZEA Report Finds 46% of Australians Have Purchased Products
After Seeing Them Used by Influencers
Nicole O’Hara
IZEA Worldwide, Inc.
Phone: 407-674-6911
Email: pr@izea.com
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