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1、IZEA INSIGHTS SPECIAL REPORTJune 20242024 UK Trust in Influencer Marketing 2024 IZEA Worldwide,Inc.UK EDITIONWe surveyed over 1,000 UK-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ between age groups and sex.BACKGROUNDOffer valuable

2、 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 understanding the evo

3、lving dynamics of social media preferences and influencer reach,guiding them on effective ways to engage with consumers.GOALSSAMPLE POPULATIONUK SOCIAL MEDIA USERS1,024 RespondentsAll respondents were required to have an internet connection and be a social media user in order to participate in the s

4、urvey.GEOGRAPHYDATA GATHEREDTOUnited KingdomGEOGRAPHYDATA GATHERED5/16/245/17/240%5%10%15%20%25%30%35%40%18-2930-4445-606017%35%29%20%SEX0%10%20%30%40%50%60%MaleFemale57.0%43.0%AGEOur findings in this report reveal significant trends in influencer marketing and social media usage in the United Kingd

5、om.Facebook remains the most widely used platform,while TikTok sees high engagement among younger users.Content creation is dominated by short-form visual content,with a growing trend toward AI-assisted production.Trust in influencer recommendations is bolstered by authenticity,transparency,and enga

6、gement,driving consumer behaviour and purchase decisions.The appeal of becoming a social media influencer is strong,particularly among younger demographics,with many willing to monetize their influence.Social shopping features are widely accepted,and influencer advertising is more effective than tra

7、ditional methods.These insights highlight the evolving landscape of digital marketing,emphasizing the importance of authentic and relatable content in influencing consumer behaviour.SUMMARY OF FINDINGSPLATFORM USAGEQ:Which social media platforms do youregularlyuse?0%10%20%30%40%50%60%70%80%90%100%Yo

8、uTubeFacebookInstagramTikTokSnapchatXLinkedInPinterestTwitchReddit16%11%23%25%37%31%47%61%82%73%22%25%32%36%47%49%70%70%82%86%InfluencersAll RespondentsTIER 1TIER 2TIER 3PLATFORM USAGEQ:Which social media platforms do youregularlyuse?0%10%20%30%40%50%60%70%80%90%100%YouTubeFacebookInstagramTikTokSna

9、pchatXLinkedInPinterestTwitchReddit16%11%23%25%37%31%47%61%82%73%26%22%26%23%43%64%78%79%67%86%18-to-29-Year-OldsAll RespondentsTIER 1TIER 2TIER 3Younger consumers have higher and more diverse usage of social media platforms.SOCIAL FOLLOWINGQ:How many influencers do you follow on social media?10%7%1

10、7%43%23%ALL RESPONDENTSNone Followed 1-20 Influencers Followed 21-50 Influencers Followed 51-100 Influencers Followed 101+Influencers Followed18-TO-29-YEAR-OLDSof 18-to-29-year-olds follow more than 21 influencers.55%17%9%28%42%3%55%FOLLOW 21+34%FOLLOW 21+54%OF RESPONDENTSSay they would quit their j

11、ob if they could make a living as a full-time social media influencer.Q:If you could quit your job and make a living as a full-time social media influencer,would you?0%10%20%30%40%50%60%70%18-2930-4445-6060+23%52%66%68%“Yes”by Age Group0%10%20%30%40%50%60%70%MaleFemale52%57%“Yes”by SexINFLUENTIAL AS

12、PIRATIONSQ:Do you aspire to become a social media influencer?0%10%20%30%40%50%60%18-2930-4445-60 60MaleFemale24%31%13%23%30%50%Yes-I aspire to be an influencerBY SEXBY AGE GROUPHalf of all 18-to-29-year-olds aspire to be influencers.INFLUENTIAL FRIENDSQ:Do you personally know anyone that makes money

13、 as a social media influencer?0%10%20%30%40%50%60%70%18-2930-4445-60 60MaleFemale36%41%20%26%48%61%Yes-I know a friend,family,or coworkerBY SEXBY AGE GROUP69%OF RESPONDENTSsay they would accept compensation from a brand to make a social media post on their channels.Q:Would you ever accept payment(or

14、 receive free items as payment)from a brand to make a social media post on your social media channels?0%10%20%30%40%50%60%70%80%90%18-2930-4445-6060+49%71%76%86%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%MaleFemale67%74%“Yes”by SexCONTENT CREATIONQ:Do you create content to post on social media?0%

15、10%20%30%40%50%60%70%80%18-2930-4445-60 60MaleFemale52%59%38%47%66%68%“Yes”I Create ContentBY SEXBY AGE GROUPCONTENT CREATOR PREFERENCESQ:Which of the following content types do you create to post on social media?0%10%20%30%40%50%60%70%80%PhotosShort VideosLive VideosLong VideosMemesBlog PostsGIFsDr

16、awingsPodcastsInfographics6%9%11%15%15%19%21%24%66%75%Short-form visual content is the strong preference among creators.TIER 1TIER 2TIER 3THOSE WHO CREATE CONTENTINFLUENCER SELF-IDENTIFICATIONQ:Do you consider yourself a social media influencer?0%5%10%15%20%25%30%35%40%18-2930-4445-60 60MaleFemale19

17、%26%5%10%33%38%“Yes”-I consider myself an influencer.BY SEXBY AGE GROUPAI CONTENT CREATIONQ:Do you use AI tools or technology to assist in creating content you post on social media?0%10%20%30%40%50%60%70%80%18-2930-4445-60 60MaleFemale32%30%10%26%36%39%15%25%10%23%34%29%“Yes”-Regularly Use“Yes”-Occa

18、sionally UseBY SEXBY AGE GROUPTHOSE WHO CREATE CONTENTNearly 70%of content creators 44 and under are using AI tools.say they have purchased a product after seeing it being used by another influencer.96%OF INFLUENCERSsay they are likely to search on social platforms before making a purchase.84%INFLUE

19、NCE DRIVES INFLUENCEsay they are the primary shopper in their household.91%OF INFLUENCERSOF INFLUENCERS7.2 HRS A DAYInfluencers spend an average ofusing social media platforms55%OF RESPONDENTSsay they prefer content created by social media influencers.Q:Do you find content created by social media in

20、fluencers to be more compelling than scripted advertising written by a marketing professional?0%10%20%30%40%50%60%70%80%90%18-2930-4445-6060+29%46%68%79%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%MaleFemale58%53%“Yes”by SexADVERTISING IMPACT ON PURCHASESQ:Which of these is more likely to get you

21、to try a new product?0%10%20%30%40%50%60%70%Influencer PostTelevision AdPaid Social AdBanner AdMagazine AdRadio Ad4%9%4%2%65%16%3%4%3%6%55%29%1%9%6%15%28%41%1%6%5%15%19%49%18-2930-4445-60 60TIER 1TIER 2TIER 318-TO-29-YEAR-OLDSADVERTISING IMPACT ON PURCHASESQ:Which of these is more likely to get you

22、to try a new product?Influencer PostTelevision AdPaid Social AdBanner AdMagazine AdRadio Ad0%10%20%30%40%50%60%70%1%6%5%15%19%49%Influencer PostTelevision AdPaid Social AdBanner AdMagazine AdRadio Ad0%10%20%30%40%50%60%70%1%9%6%15%28%41%30-TO-44-YEAR-OLDSInfluencer PostTelevision AdPaid Social AdBan

23、ner AdMagazine AdRadio Ad0%10%20%30%40%50%60%70%3%4%3%6%55%29%45-TO60-YEAR-OLDSInfluencer PostTelevision AdPaid Social AdBanner AdMagazine AdRadio Ad0%10%20%30%40%50%60%70%4%9%4%2%65%16%60+YEAR-OLDS54%OF RESPONDENTSsay they are more likely to trust a sponsored post from an influencer over an A-List

24、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%18-2930-4445-6060+45.5%52.0%59.1%55.9%“Influencer”by Age Group0%10%20%30%40%50%60%MaleFemale59.5%46.2%“Influencer”by SexPRODUCT RESEARCHQ:How do you typically research

25、a product/service before making a big purchase?0%10%20%30%40%50%60%Search TikTokSearch YouTubeSearch InstagramAsk Family and Friends41%11%22%8%37%12%28%15%30%30%39%34%22%37%32%56%18-2930-4445-60 60More 18-to-44-year-olds turn to TikTok than friends and family2.5X#118-29#130-44#145-60#160+have purcha

26、sed a product directly through a social media app(e.g.TikTok Shop,etc.)79%OF 18-TO-29-YEAR-OLDShave purchased a product after seeing it being used by an influencer75%YOUNG CONSUMERS EMBRACE SOCIALresearch purchase decisions on TikTok before making a product purchase56%OF 18-TO-29-YEAR-OLDSOF 18-TO-2

27、9-YEAR-OLDS6.3 HRS A DAY18-to-29-year-olds spend an average of using social media platforms51%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%18-29

28、30-4445-6060+24.6%39.3%62.2%79.4%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%MaleFemale54.0%49.9%“Yes”by SexSOCIAL SHOPPINGQ:Have you ever purchased a product directly through a social media platforms shopping feature?0%5%10%15%20%25%30%35%Yes,multiple timesYes,but only onceNo,but Im open to it22.

29、3%19.5%31.4%23.9%18.8%26.2%MaleFemale*Examples:TikTok Shop,Instagram Shopping71%of all respondents have purchased a product through a social media platforms shopping feature,or are open to doing so.SOCIAL SHOPPINGQ:Have you ever purchased a product directly through a social media platforms shopping

30、feature?0%10%20%30%40%50%60%Yes,multiple timesYes,but only onceNo,but Im open to it23%8%16%29%15%19%21%27%33%14%24%51%18-2930-4445-60 60More than 50%of those ages 18-to-29 have used social shopping features multiple times.INFLUENCER PLATFORM EFFECTIVENESSQ:In your opinion,what is the best platform t

31、o promote a product through an influencer?0%5%10%15%20%25%30%35%40%45%50%TikTokInstagramYouTubeFacebookOther Platforms10%47%22%12%10%7%28%20%24%20%5%28%16%26%25%8%9%20%19%44%18-2930-4445-60 60TikTok and Instagram skew younger,while Facebook skews older.SOCIAL SHOPPINGQ:Have you ever purchased a prod

32、uct directly through a social media platforms shopping feature?0%10%20%30%40%50%60%Yes,multiple timesYes,but only onceNo,but Im open to it19%33%15%14%24%51%18-29 in The United Kingdom18-29 in The United StatesSocial shopping has far greater acceptance in the United Kingdom vs.the United States,parti

33、cularly among 18-to-29-year-olds.3.4XU.S.Data Source:2024 Trust in Influencer Marketing U.S.EditionTRUST IN RECOMMENDATIONSQ:What factors increase your trust in influencer product recommendations?0%5%10%15%20%25%30%35%40%45%50%26.1%30.0%37.8%38.3%38.3%49.2%(e.g.,responding to questions/comments)Auth

34、enticity of the influencers contentThe influencer showing how they use the productPositive experiences with past recommendationsThe influencers expertise in the product categoryDisclosure of the influencers partnership with brandsAuthenticityProduct UsePast RecommendationsTransparencyCategory Expert

35、iseEngagementAI INFLUENCERSQ:Do you follow any AI-generated or virtual influencers on social media platforms?26%32%20%13%10%30+YEAR-OLDSYes,I actively follow and engage with AI/virtual influencers.Yes,I follow a few but dont actively engage with their content.No,but Im aware of them and interested i

36、n following.No,Im not interested in AI/virtual influencers.I wasnt aware of AI/virtual influencers until now.11%22%19%27%21%18-TO-29-YEAR-OLDSof 18-to-29-year-olds follow an AI or virtual influencer.48%23%YES48%YESof 30+year-olds follow an AI or virtual influencer.23%KEY TAKEAWAYSPlatforms and Conte

37、nt Facebook Dominance:82%of all respondents regularly use Facebook,making it the most widely used platform across demographics.TikTok Popularity:TikTok usage is significantly higher among younger users,with 78%of 18-to29-year-olds using the platform regularly.Diverse Platform Engagement:Younger cons

38、umers(18-29)engage with a more diverse range of social media platforms compared to older demographics.Influencer Search Behaviour:96%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 En

39、gagement:Influencers spend an average of 7.2 hours a day on social media platforms,highlighting the extensive engagement time that can be leveraged by marketers.Platform Usage and Engagement AI Adoption in Content Creation:Nearly 70%of content creators age 44 and under are using AI tools to assist i

40、n content creation,indicating a growing trend toward AI-driven content production.Influencer Self-identification:26%of male respondents consider themselves social media influencers,compared to 19%of females.Content Creation Rates:59%of male respondents create content for social media,compared to 52%

41、of females,showing a slight gender difference in content creation rates.Generational Content Creation:Over 66%of 18-to-44-year-olds create content to post on social media,compared to 44%of people ages 45 and older,showing higher content creation activity among younger users.Engagement with AI Influe

42、ncers:48%of 18to-29-year-olds follow AI or virtual influencers,demonstrating the increasing acceptance and interest in AI-generated content.Content Creation and PreferencesKEY TAKEAWAYSBehaviours and Trust Purchase Influence:51%of respondents have purchased a product after seeing it being used by an

43、 influencer,underscoring the power they have in driving sales.Trust in Influencers:54%of respondents are more likely to trust a sponsored post from an influencer over an A-List celebrity.Social Shopping Trends:More than 50%of those ages 18-to-29 have used social shopping features multiple times,show

44、ing a strong trend toward in-app purchases among younger users.Compensation Acceptance:69%of respondents would accept compensation from a brand to make a social media post,indicating a high willingness to participate in brand collaborations.Product Research Methods:56%of 18-to-29-year-olds turn to T

45、ikTok for product research before making a big purchase,making it a critical platform for reaching younger consumers.Consumer Behaviour and Preferences Influencer Authenticity:Authenticity in an influencers content is the top factor increasing trust in product recommendations,with 49.2%of respondent

46、s prioritizing it.Product Use Demonstration:38.3%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 38.3%of respondents,suggesting that track

47、 record matters.Transparency:37.8%of respondents value the disclosure of the influencers partnership with brands,indicating the importance of transparency.Engagement:26.1%of respondents trust influencers who engage with their audience(e.g.,responding to comments).Trust and AuthenticityKEY TAKEAWAYST

48、rends and Impact Aspirations to Influence:Half of all 18-to-29-year-olds aspire to become social media influencers,highlighting the appeal of the influencer lifestyle among younger generations.Monetization Willingness:54%of respondents would quit their job to become full-time social media influencer

49、s if they could make a living from it.Influencer Followings:55%of 18-to-29-year-olds follow more than 21 influencers,indicating high engagement with multiple influencers among younger users.Primary Shoppers:91%of influencers consider themselves the primary shopper in their household,suggesting that

50、influencers often have significant purchasing power.Content Consumption Preference:55%of respondents prefer content created by social media influencers over scripted advertising,showing a preference for more authentic and relatable content.Market Trends and Demographics Influencer Advertising Effect

51、iveness:49%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.Television Ad Decline:Only 19%of respondents ages 18-to-29 are most influenced by television ads,indicating a decline in traditional advertisin

52、g effectiveness for this age group.Banner Ad Effectiveness:Banner ads are the least effective form of digital advertising,with only 5%of respondents ages 18-to-29 being influenced by them.Social Media Shopping Features:71%of respondents have purchased a product through a social media platforms shopping feature,or are open to doing so.Trust in Sponsored Posts:79%of respondents ages 18-to-29 find influencer-created content more compelling than scripted advertising by marketing professionals.Advertising and ImpactFor additional research visit: 2024 IZEA Worldwide,Inc.