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IZEA Report Finds 40% of 18-to-29-Year-Olds Turn to TikTok for Product Research Before Making Big Purchases

ORLANDO, Fla., March 28, 2024 (GLOBE NEWSWIRE) — IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of technology, data, and services for the Creator Economy, released the 2024 United States edition of its research report, “Trust in Influencer Marketing,” today. The report is based on U.S. consumer sentiment and examines the effectiveness of influencer marketing in terms of consumer trust and engagement.

The survey found that social media influencers reach at least 83% of all respondents ages 18-60. Social media users under the age of 45 prefer influencer posts on TikTok and Instagram. Meanwhile, those 45 and older lean toward Facebook and YouTube.

“Consumers today are inundated with ads from every corner, yet they gravitate toward influencers. They place higher value on the opinions of these influencers over conventional advertising messages or celebrity endorsements,” said Ted Murphy, CEO and founder of IZEA. “Our research reveals that 51% of all respondents have purchased influencer-promoted products. It’s particularly interesting to note that certain demographics, such as those ages 45-60, find content created by influencers more persuasive than traditional, scripted advertising.”

Key Insights for Influencers and Consumers

Key Insights for Marketers

Insights for Social Media Audiences

Results from the study are based on the responses from 1,217 U.S. social media users over the age of 18. The 2024 report, which covers data for the past three years, 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 as either an influencer or a marketer, visit izea.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.

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