IZEA Research Finds People Trust Influencer Marketing Over Traditional Advertising

Core Insights - The "Trust in Influencer Marketing" report indicates a significant preference for influencer-generated content over traditional advertising, with 77% of respondents favoring influencer content and 85% trusting influencers more than celebrities [2][3] - Social media platforms, particularly TikTok and Instagram, have become primary sources for product research, with their usage for this purpose more than doubling since 2022 [2][3] - A notable 86% of respondents search for product information on social media, and 77% have made purchases directly through these platforms, highlighting the importance of social shopping [3] - Engagement patterns are shifting, with Facebook and YouTube maintaining strong overall usage, while TikTok has seen significant growth among the 45-60 age demographic [3] About the Study - The 2025 report is based on responses from 1,114 U.S. social media users aged 18 and over, capturing data from the past four years to document the evolving role of influencer marketing in consumer behavior [4] About IZEA Worldwide, Inc. - IZEA Worldwide, Inc. is a leader in influencer marketing, providing services and software that enable brands to collaborate with social influencers and content creators, having facilitated nearly 4 million transactions since its inception [5]