IZEA Report Finds 46% of Australians Have Purchased Products After Seeing Them Used by Influencers

Core Insights - The report "Trust in Influencer Marketing" reveals that 59% of Australian consumers trust sponsored posts by influencers more than those by A-list celebrities, indicating a shift in consumer trust towards influencers [3][4] - The survey indicates that 70% of 18-to-29-year-olds have made purchases after seeing products used by influencers, highlighting the effectiveness of influencer marketing among younger demographics [2][4] Insights for Influencers and Consumers - 46% of all respondents have purchased products promoted by influencers, showcasing the direct impact of influencer marketing on consumer purchasing behavior [4] - 59% of respondents are more likely to trust an influencer's sponsored post over one from a celebrity, emphasizing the importance of authenticity in influencer marketing [4] Insights for Marketers - 53% of social media users prefer content created by social media influencers over that from marketing professionals, suggesting a need for brands to adapt their marketing strategies [5] - 54% of respondents aged 18-29 have purchased a product directly from a social media app, indicating a growing trend of social commerce [5] Insights for Social Media Audiences - The most popular social media platforms in Australia include Facebook, YouTube, Instagram, and TikTok, which are crucial for marketers to consider in their strategies [6] - 48% of 18-to-29-year-olds follow more than 21 influencers, reflecting the high engagement levels with influencer content among younger audiences [6] Research Methodology - The findings are based on responses from 1,006 social media users in Australia aged 18 and above, providing a robust sample for understanding consumer behavior [7]