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1、IZEA INSIGHTS SPECIAL REPORTAugust 20242024 China Trust in Influencer Marketing 2024 IZEA Worldwide,Inc.CHINA EDITIONWe surveyed over 1,000 China-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ between age groups and sexes.BACKGROUNDO

2、ffer valuable insights for our partners overseeing the promotion of products and services across digital platforms.Provide education and support to decision-makers who must stay updated on trends in social media and the Creator Economy for effective business operations.Assist all parties in understa

3、nding the evolving dynamics of social media preferences and influencer reach,guiding them on effective ways to engage with consumers.GOALSCHINA SOCIAL MEDIA USERS1,005 RespondentsAll respondents were required to have an internet connection and be a social media user in order to participate in the su

4、rvey.GEOGRAPHYDATA GATHEREDTOCHINAGEOGRAPHYDATA GATHERED5/30/245/31/240%10%20%30%40%50%60%18-2930-4445-60+53%28%19%SEX0%10%20%30%40%50%60%MaleFemale48.2%51.8%AGESAMPLE POPULATIONOur findings in this report reveal significant trends in influencer marketing and social media usage in China.WeChat and D

5、ouyin are the most widely used platforms,followed by Xiaohongshu and Weibo.Trust in influencer recommendations is bolstered by authenticity,product use,and positive experiences with past recommendations,driving consumer behavior and purchase decisions.Social shopping features are widely accepted amo

6、ng all age groups,and influencer advertising is more effective than traditional methods.These insights highlight the evolving landscape of digital marketing,emphasizing the importance of authentic and relatable content in influencing consumer behavior.SUMMARY OF FINDINGSPLATFORM USAGEQ:Which social

7、media platforms do youregularlyuse?0%10%20%30%40%50%60%70%80%90%100%WeChatDouyinXiaohongshuWeiboYouTubeTikTokFacebookXInstagramLinkedInTwitch3%6%11%13%16%19%15%64%70%91%91%3%4%8%9%12%17%17%60%68%89%94%All RespondentsInfluencersTIER 1TIER 2TIER 380%OF RESPONDENTSsay they prefer content created by soc

8、ial media influencers over marketing professionals.Q:Do you find content created by social media influencers to be more compelling than scripted advertising written by a marketing professional?0%10%20%30%40%50%60%70%80%90%18-2930-4445-60+73%89%84%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%MaleFem

9、ale81%79%“Yes”by Sexsay they have purchased a product after seeing it being used by another influencer98%OF INFLUENCERSsay they are likely to search on social platforms before making a purchase96%INFLUENCE DRIVES INFLUENCEsay they are the primary shopper in their household98%OF INFLUENCERSOF INFLUEN

10、CERS7.7 HOURS A DAYInfluencers spend an average ofusing social media platformsADVERTISING IMPACT ON PURCHASESQ:Which of these is more likely to get you to try a new product?0%10%20%30%40%50%60%Influencer PostTelevision AdPaid Social AdMagazine AdBanner AdRadio Ad1%3%8%10%27%51%0%4%5%23%17%50%1%4%6%1

11、2%21%55%18-2930-4445-60+TIER 1TIER 2TIER 349%OF RESPONDENTSsay they are more likely to trust a sponsored post from an influencer over an A-List celebrity.Q:Are you more likely to trust a sponsored post from an A-List celebrity or a social media influencer?0%10%20%30%40%50%60%18-2930-4445-60+48.8%48.

12、4%54.6%“Influencer”by Age Group0%10%20%30%40%50%60%MaleFemale46.8%52.5%“Influencer”by SexPRODUCT RESEARCHQ:How do you typically research a product/service before making a big purchase?0%10%20%30%40%50%60%70%80%90%Search DouyinSearch WeChatSearch XiaohongshuSearch WeiboSearch YouTubeSearch InstagramA

13、sk Family and Friends14%5%4%17%41%40%66%13%6%11%27%52%50%80%10%3%9%22%49%52%79%18-2930-4445-60+All respondents are more likely to turn to social media than family and friends before making a big purchase.#118-29#145-60+#130-44have purchased a product directly through a social media app (e.g.Douyin S

14、hop,etc.)87%OF 18-TO-29-YEAR-OLDShave purchased a product after seeing it being used by an influencer97%YOUNG CONSUMERS EMBRACE SOCIALresearch purchase decisions on Douyin before making a product purchase79%OF 18-TO-29-YEAR-OLDSOF 18-TO-29-YEAR-OLDS7 HOURS A DAY18-to-29-year-olds spend an average of

15、 using social media platforms85%OF RESPONDENTSsay they have purchased a product after seeing it being used by an influencer.Q:Have you ever purchased a product after seeing it being used by an influencer?0%10%20%30%40%50%60%70%80%90%100%18-2930-4445-60+81.0%91.9%87.0%“Yes”by Age Group0%10%20%30%40%5

16、0%60%70%80%90%100%MaleFemale88.1%82.4%“Yes”by SexSOCIAL SHOPPINGQ:Have you ever purchased a product directly through a social media platforms shopping feature?0%10%20%30%40%50%60%70%80%90%Yes,multiple timesYes,but only onceNo,but Im open to it6%12%78%4%11%83%1%20%77%18-2930-4445-60+92%of all respond

17、ents have purchased a product through a social media platforms shopping feature at least once.SOCIAL SHOPPINGQ:Have you ever purchased a product directly through a social media platforms shopping feature?0%10%20%30%40%50%60%70%80%90%Yes,multiple timesYes,but only onceNo,but Im open to it19%33%15%1%2

18、0%77%18-29 in China18-29 in the United StatesSocial shopping has far greater acceptance in China vs.the United States,particularly among 18-to-29-year-olds.5.1XSource:IZEA InsightsINFLUENCER PLATFORM EFFECTIVENESSQ:In your opinion,what is the best platform to promote a product through an influencer?

19、0%10%20%30%40%50%60%70%80%DouyinWeChatXiaohongshuWeiboYouTubeTikTok1%1%6%8%13%71%2%4%3%5%10%74%1%1%3%12%12%70%18-2930-4445-60+Douyin is considered the best platform for influencer content among all respondents.5.8XTRUST IN RECOMMENDATIONSQ:What factors increase your trust in influencer product recom

20、mendations?0%10%20%30%40%50%60%70%80%31.9%40.4%43.9%45.5%48.7%72.5%(e.g.,responding to questions/comments)Authenticity of the influencers contentThe influencer showing how they use the productPositive experiences with past recommendationsThe influencers expertise in the product categoryDisclosure of

21、 the influencers partnership with brandsAuthenticityProduct UsePast RecommendationsTransparencyCategory ExpertiseEngagementAI INFLUENCERSQ:Do you follow any AI-generated or virtual influencers on social media platforms?5%12%14%23%47%30+YEAR-OLDSYes,I actively follow and engage with AI/virtual influe

22、ncers.Yes,I follow a few but dont actively engage with their content.No,but Im aware of them and interested in following.No,Im not interested in AI/virtual influencers.I wasnt aware of AI/virtual influencers until now.2%6%11%36%44%18-TO-29-YEAR-OLDSof 18-to-29-year-olds follow an AI or virtual influ

23、encer.80%70%YES80%YESof 30+year-olds follow an AI or virtual influencer.70%AI INFLUENCERS CHINA VS U.S.Q:Do you follow any AI-generated or virtual influencers on social media platforms?4%11%13%25%47%ALL RESPONDENTS-CHINAYes,I actively follow and engage with AI/virtual influencers.Yes,I follow a few

24、but dont actively engage with their content.No,but Im aware of them and interested in following.No,Im not interested in AI/virtual influencers.I wasnt aware of AI/virtual influencers until now.24%34%16%14%12%ALL RESPONDENTS-U.S.of social media users in China follow AI influencers.71%71%YES26%YESof s

25、ocial media users in the United States follow AI influencers.26%KEY TAKEAWAYSPlatforms and Behaviors WeChat Dominance:94%of all respondents regularly use WeChat,making it the most widely used platform across demographics.Douyin Popularity:Douyin usage is a close second among all demographics at 89%.

26、Influencer Search Behavior:98%of influencers are likely to search on social platforms before making a purchase,indicating the critical role of social media in their decision-making process.Daily Engagement:Influencers spend an average of 7.7 hours a day on social media platforms,highlighting the ext

27、ensive engagement time that can be leveraged by marketers.Engagement with AI Influencers:71%of all respondents follow AI or virtual influencers,demonstrating the increasing acceptance and interest in AI-generated content.Platform Usage and Engagement Purchase Influence:85%of respondents have purchas

28、ed a product after seeing it being used by an influencer,underscoring the power influencers have in driving sales.Trust in Influencers:49%of respondents are more likely to trust a sponsored post from an influencer over an A-List celebrity.Social Shopping Trends:92%of respondents have used social sho

29、pping features,showing a strong trend toward in-app purchases among all demographics.Product Research Methods:79%of 18-to-29-year-olds turn to Douyin for product research before making a big purchase,making it a critical platform for reaching younger consumers.Recommendation Preferences:All responde

30、nts are more likely to turn to social media rather than family and friends before making a big purchase.Consumer Behavior and PreferencesKEY TAKEAWAYSTrust and Impact Influencer Authenticity:Authenticity in an influencers content is the top factor in increasing trust in product recommendations,with

31、72.5%of respondents prioritizing it.Product Use Demonstration:48.7%of respondents trust influencers who show how they use the product,highlighting the importance of practical demonstrations.Past Recommendations:Positive experiences with past recommendations increase trust for 45.5%of respondents,sug

32、gesting that track record matters.Transparency:43.9%of respondents value the disclosure of the influencers partnership with brands,indicating the importance of transparency.Category Expertise:40.4%of respondents take into account the influencers expertise in the product category.Engagement:31.9%of r

33、espondents trust influencers who engage with their audience(e.g.,responding to comments).Trust and Authenticity Influencer Advertising Effectiveness:55%of 18-to-29-year-olds are more likely to try a new product based on an influencer post compared to other forms of advertising like television ads.Te

34、levision Ad Decline:Only 21%of respondents ages 18 to 29 and 27%of those 45 and older are most influenced by television ads,indicating a decline in traditional advertising effectiveness among all age groups.Radio Ad Effectiveness:Radio ads are the least effective form of digital advertising,with no

35、more than 1%of respondents being influenced by them.Trust in Sponsored Posts:80%of respondents find influencer-created content more compelling than scripted advertising by marketing professionals.Influencer Platform Effectiveness:Douyin is considered the best platform for influencer content among all respondents.Advertising and ImpactFor additional research visit: 2024 IZEA Worldwide,I