Survey Reveals Growing Trust in Influencer Marketing Strategies

Survey Indicates Increased Confidence in Influencer Marketing

IZEA Worldwide, Inc. (NASDAQ: IZEA), a frontrunner in the influencer marketing sector, has recently published findings from their latest report, titled "Trust in Influencer Marketing.” This fourth annual analysis delves deep into U.S. consumer perceptions regarding how they engage with brands in an ever-evolving digital landscape.

The results are revealing, indicating that 77% of participants favor content crafted by social media influencers compared to conventional scripted advertisements. Moreover, a significant 85% of social media users expressed higher trust in sponsored posts from influencers than in endorsements from traditional celebrities. This year marks a notable shift, as social media platforms like TikTok and Instagram have emerged as primary channels for product research, while reliance on personal recommendations from friends and family has decreased.

“In today's digital age, audiences are immersed in social platforms, engaging more meaningfully with relevant content than they would with old-fashioned ads,” noted Patrick Venetucci, CEO of IZEA. “Our research underscores the necessity for marketers to transition their budgets from traditional methods to creator-generated content. Influencers cultivate connections through authenticity and creativity, building trust that legacy media simply cannot replicate.”

Key Insights from IZEA's Report

The "Trust in Influencer Marketing" report highlights several important insights reflecting the growing impact of social media creators on consumer habits:

Trust Over Traditional Advertising

77% of social media users prefer influencer-generated content over traditional advertising methods, with 85% placing greater trust in influencers than in celebrities.

Transforming Product Research

Instagram and TikTok have rapidly ascended as the top platforms for product research, with their use for this purpose having more than doubled since 2022.

Social Shopping as a Key Activity

A remarkable 86% of participants reported looking for product information on social media, and 77% indicated they had made purchases directly via these platforms.

Changes in Engagement by Platform

While Facebook and YouTube continue to dominate overall usage figures, TikTok has made impressive strides among users aged 45-60, showcasing a significant shift in how brands connect with diverse demographics.

Understanding the Research Methodology

The 2025 report is based on feedback from 1,114 U.S. social media users aged 18 and older, drawing data from the previous four years. It remains part of IZEA's commitment to documenting the evolving role of influencer marketing in consumer behavior and providing valuable insights for brands seeking authentic connections with their audiences.

About IZEA Worldwide, Inc.

IZEA Worldwide, Inc. (“IZEA”) is dedicated to aiding brands in connecting and working with leading social influencers and content creators. The company supports the burgeoning Creator Economy by enabling individuals to monetize their influence, content, and creativity. Since launching the first influencer marketing platform back in 2006, IZEA has facilitated nearly 4 million transactions connecting buyers and sellers online. Prominent brands and agencies collaborate with IZEA to enhance digital engagement, diversify their brand narratives, scale content production, and achieve tangible returns on their investments.

Frequently Asked Questions

What are the main findings of the IZEA report?

The report reveals that 77% of social media users prefer influencer content over traditional ads, and significant trust is placed in influencer marketing compared to celebrity endorsements.

How has social media transformed product research?

Instagram and TikTok have emerged as key platforms for product research, with their usage doubling since 2022, surpassing traditional methods like personal recommendations.

What percentage of people use social media for shopping?

86% of respondents use social media to search for product information, while 77% have made purchases directly through these channels.

Who conducted this influential marketing research?

The research was conducted by IZEA, which collected data from 1,114 U.S. social media users over 18 years old.

What role does IZEA play in influencer marketing?

IZEA is a leading platform connecting brands with social influencers, offering tools and services that empower creators and enhance brand engagement.

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