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1、IZEA INSIGHTS SPECIAL REPORTAugust 2024Influencers&The 2024 Election 2024 IZEA Worldwide,Inc.We surveyed over 2,000 U.S.social media users to explore how social media influences political engagement,the role of influencers in shaping political opinions,and the overall impact of social media on polit

2、ical discourse and sentiment.BACKGROUNDProvide insights for our partners who are responsible for marketing products and services on digital platforms.Educate and assist decision-makers who must stay informed on social media and influencer marketing trends to operate their businesses and political ca

3、mpaigns.Help all parties understand how the growing creator ecosystem is introducing a wide range of voices who can impact political sentiment.GOALSSAMPLE POPULATIONU.S.SOCIAL MEDIA USERS2,260 RespondentsAll respondents were required to have an internet connection and be a social media user in order

4、 to participate in the survey.United StatesGEOGRAPHYDATA GATHEREDTOUnited StatesGEOGRAPHYDATA GATHERED07/31/2408/09/240%5%10%15%20%25%30%18-2930-4445-606023.4%29.3%25.6%21.7%SEX0%10%20%30%40%50%60%MaleFemale51.7%48.3%AGESTAYING POLITICALLY INFORMEDQ:How do you plan to stay informed about political d

5、evelopments during this years election?0%10%20%30%40%50%60%70%80%90%Social mediaNews websitesTelevisionNewspaperFamily/friends24%33%73%71%51%36%35%65%68%70%38%40%64%65%81%37%21%52%60%81%18-2930-4445-60 60Social media is the top choice for staying informed about political developments among all respo

6、ndents under the age of 61.#118-29#130-44#145-60#161+All RespondentsINFLUENTIAL OPINIONSQ:How do you feel about social media influencers sharing their political opinions online?0%5%10%15%20%25%30%35%40%Strongly positiveSomewhat positiveNeutralSomewhat negativeStrongly negative11%11%35%17%25%42%of re

7、spondents feel positive about social media influencers sharing their political opinions online.All Respondents=42%46%OF SOCIAL MEDIA USERSsay they think they could be influenced by influencers who share their political opinions online.Q:Do you think you could be influenced by influencers who share t

8、heir political opinions online?0%10%20%30%Very likelySomewhat likely20%26%All RespondentsPOLITICAL UNDERSTANDINGQ:Do you think political content from influencers contributes to your understanding of political issues?0%5%10%15%20%25%30%Yes,a lotYes,somewhatNo,not muchNo,not at all21%27%28%24%All resp

9、ondents52%of respondents believe that political content from influencers contributes to their understanding of political issues.=52%46%OF SOCIAL MEDIA USERS AGES 18-60say they have changed their political opinion based on an influencers content.Q:Have you ever changed your political opinion on a top

10、ic based on an influencers content?0%10%20%30%40%50%60%18-2930-4445-6060+15%40%54%44%“Yes”by Age Group0%10%20%30%40%50%60%MaleFemale30%48%“Yes”by SexAll Respondentsbelieve that influencers have a responsibility to use their platforms for political advocacy.Q:Do you think influencers have a responsib

11、ility to use their platforms for political advocacy?0%10%20%30%40%50%60%YesNo48%52%All Respondents52%OF SOCIAL MEDIA USERS93%OF INFLUENCERSplan to vote in the upcoming U.S.presidential election.Q:Do you plan to vote in the upcoming U.S.presidential election?0%10%20%30%40%50%60%70%80%90%100%18-2930-4

12、445-6060+93.6%96.9%93.4%86.9%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%100%MaleFemale90.5%95.2%“Yes”by SexInfluencersplan to use their social media channels to encourage voter registration and participation92%OF INFLUENCERSbelieve sharing their political views online could influence their follow

13、ers opinions on political topics87%plan to share their political views online during the presidential election82%OF INFLUENCERSOF INFLUENCERSINFLUENCING THE POLITICAL SCENE76%OF INFLUENCERSplan to support political campaigns financially during the 2024 U.S.presidential election.Q:Do you plan to supp

14、ort any political campaigns financially?0%10%20%30%40%50%60%70%80%90%100%General social media usersInfluencers76.3%17.1%“Yes”4.5XPOLITICAL PARTICIPATIONQ:Do you participate in political events or rallies,or do you plan to do so in the future?0%10%20%30%40%50%60%70%80%90%79%14%General social media us

15、ersInfluencers79%of influencers participate in political events or rallies,or plan to do so in the future,compared to 14%of general social media users.5.6X“Yes”SHARING POLITICAL OPINIONSQ:Have you ever refrained from sharing your political opinions online due to fear of losing followers?0%10%20%30%4

16、0%50%60%70%80%90%YesNo16.8%83.2%78.5%21.5%General social media usersInfluencersInfluencers are 3.9 times more likely to have refrained from sharing their political opinions online due to fear of losing followers,compared to general social media users.3.9X64%OF SOCIAL MEDIA USERSsay they are more lik

17、ely to follow an influencer who has similar political views as their own.Q:Are you more likely to follow an influencer if they have similar political views as your own?0%10%20%30%40%50%60%70%80%18-2930-4445-6060+53%64%74%64%“Yes”by Age Group0%10%20%30%40%50%60%70%80%MaleFemale60%69%“Yes”by SexAll Re

18、spondents56%OF SOCIAL MEDIA USERSsay they have unfollowed an influencer based on their political views.Q:Have you ever unfollowed an influencer based on their political views?0%10%20%30%40%50%60%70%80%MaleFemale51%62%0%10%20%30%40%50%60%70%80%18-2930-4445-6060+38%59%68%59%“Yes”by Age Group“Yes”by Se

19、xAll RespondentsSHARING POLITICAL OPINIONSQ:Do you plan to publicly share your political views online during the election?0%10%20%30%40%50%60%70%80%90%YesNoUndecided8%10%82%20%58%22%General social media usersInfluencers82%of influencers plan to share their political views online during the president

20、ial election,compared to 21.8%of general social media users.Yes3.7XQ:Do you think sharing your political views online could influence your followers opinions on political topics?0%10%20%30%40%50%60%70%Yes,a lotYes,somewhat30%62%InfluencersYes,a lotYes,somewhat31%8%General social media users=92%92%OF

21、 INFLUENCERSthink sharing their political views online could influence their followers opinions on political topics,compared with just 39%of general social media users.PUBLIC RECEPTIONQ:How do you think your political content will be received by your audience?0%10%20%30%40%50%60%70%80%Very positiveS

22、omewhat positiveNeutralSomewhat negativeVery negative0%1%7%23%69%0%4%35%40%21%General social media usersInfluencersInfluencers are 3.3 times more likely to think their political content will be received very positively,compared to general social media users.3.3XSHARING POLITICAL OPINIONSQ:How do you

23、 plan to handle potential backlash from sharing your political opinions online?0%10%20%30%40%50%60%70%Ignore itAddress it directlyRemove negative comments and block users if necessaryOther1%5%62%33%3%11%40%46%General social media usersInfluencersWhile only 40%of general social media users plan to ad

24、dress potential backlash directly,62%of influencers intend to address it head-on.(Engage with comments,video replies,Story posts,etc.)MISINFORMATION CONCERNSQ:How concerned are you about the potential for misinformation to spread via social media during the election?0%10%20%30%40%50%60%Very concerne

25、dSomewhat concernedNot very concernedNot concerned at all4%8%31%57%All respondents88%of respondents are concerned about the potential for misinformation to spread via social media during the election.=88%90%OF SOCIAL MEDIA USERSbelieve its important for influencers to verify the accuracy of politica

26、l information that they share.Q:How important is it for influencers to verify the accuracy of the political information they share?All Respondents0%10%20%30%40%50%60%70%80%Very importantSomewhat importantNot very importantNot at all important4%6%20%70%Q:Would you be willing to be paid to collaborate

27、 with brands,organizations,or political parties to post political messages online?0%10%20%30%40%50%60%70%80%90%100%90%Influencers31%General social media users90%OF INFLUENCERSare willing to be paid to collaborate with brands,organizations,or political parties to post political messages online.“Yes”For additional research visit: 2024 IZEA Worldwide,Inc.