53% of Australia Social Media Users Prefer Content Created by Influencers Over Marketing Professionals

IZEA Worldwide, Inc., alongside its Australian-based subsidiary Hoozu, has released the 2024 edition of its research report, “Trust in Influencer Marketing.” This study provides a deep dive into Australian consumer sentiment towards influencer marketing, highlighting its growing influence over traditional advertising methods.

1. Influence of Social Media Influencers

• Consumer Trust: 59% of Australian consumers trust influencer-sponsored posts more than those from A-list celebrities.
• Purchase Behavior: 70% of 18-to-29-year-olds have purchased products after seeing them used by an influencer.

2. Key Insights for Influencers and Consumers

• Trust vs. Celebrities: 59% prefer influencers’ sponsored content over that of celebrities.
• Purchase Influence: 46% of respondents have bought products promoted by influencers.
• Youth Engagement: 70% of younger consumers have acted on influencer promotions.

3. Key Insights for Marketers

• Content Preference: 53% of social media users favor content by influencers over marketing professionals.
• Platform Use: 51% of 18-29-year-olds research products on TikTok more often than seeking recommendations from friends and family.
• Social Media Purchases: 54% of 18-29-year-olds have made purchases directly through social media apps.
• Traditional vs. Digital: 61% of those over 60 prefer TV ads, while 52% of 18-29-year-olds find influencer posts more compelling.

4. Insights for Social Media Audiences

• Platform Usage: Facebook, YouTube, Instagram, and TikTok are the most popular platforms in Australia.
• Influencer Followings: 48% of 18-to-29-year-olds follow more than 21 influencers, and 33% follow AI or virtual influencers.
• Social Media Time: Younger Australians spend an average of 5.8 hours a day on social media.

5. Methodology and Future Implications

• Survey Details: Results are based on responses from 1,006 Australian social media users aged 18 and over.
• Research Series: This report is part of an ongoing series studying influencers' impact on consumer behaviors and trends.

The 2024 “Trust in Influencer Marketing” report by IZEA and Hoozu underscores the growing trust and influence of social media influencers in Australia. With a significant portion of consumers, particularly younger demographics, prioritizing influencer recommendations over traditional marketing methods, businesses are encouraged to integrate influencer-led content into their marketing strategies to enhance engagement and drive sales.