EMARKETER released a report revealing that nearly half of U.S. consumers say creator content has influenced them to purchase social media, significantly outpacing traditional media companies and retailers. 

The study, titled “Affiliate Marketing Consumer Attitudes 2024,” was done in partnership with Partnerize and was based on a survey of 1,378 U.S. consumers between May 3 and May 11, 2024.

How Important Are Content Creators In Driving Online Purchases?

The study finds that 49.5% of consumers report being influenced by creator content to make social media purchases, compared to just 10.7% who cite media company content as influential.

Retailers’ content falls in the middle, with 35.4% of consumers saying it has led to purchases.

According to EMARKETER, this stark contrast highlights the growing power of individual creators in the digital marketplace, particularly among younger generations. 

Which Content Formats Are Prevalent?

The report notes significant generational differences in how consumers encounter and perceive affiliate marketing content.

Video has emerged as the most commonly noticed type of affiliate marketing, with two-thirds of U.S. consumers reporting awareness of affiliate video content. 

This trend aligns with the rise of short-form videos on platforms like Instagram and TikTok, where creators increasingly incorporate affiliate marketing into their content strategies.

What Consumers Think About Affiliate Marketing?

The study also reveals that more than half of U.S. consumers are aware of affiliate marketing when they encounter it online. 

Exclusive discount codes and text links embedded in articles or blog posts are among the most recognized forms of affiliate content after video.

Interestingly, affiliate marketing is viewed as one of the least intrusive forms of advertising. 

Less than one-fifth of consumers rate affiliate marketing as “very intrusive,” comparing favorably to other ad formats like banner and video ads.

Trust in affiliate marketing is on par with other advertising types, with more than half of U.S. consumers trusting affiliate marketing information at least “sometimes.” 

However, there are notable generational differences, with younger consumers generally showing more trust and influence from affiliate content.

The report highlights a shift in media consumption habits reshaping affiliate marketing. 

Younger generations, particularly Gen Z and millennials, are more likely to encounter affiliate content on social media platforms, while older generations are more likely to see it on websites.

This divide is stark, with nearly a 30-point gap between the share of baby boomers who had seen affiliate ads on YouTube (28.5%) and the share of Gen Zers who had seen such ads (58.0%).

Other Takeaways

The findings suggest that advertisers and publishers may need to reassess their partnership and distribution strategies to remain relevant. 

Some traditional publishers are already adapting, with examples like CNET launching its creator network to bridge the gap between media companies and individual creators.

However, the report notes that creators still represent a small share of overall ad spending and have limited traction in higher-consideration categories such as financial services.

The study also touches on recent changes in the digital advertising ecosystem, including Google’s latest core update, which has affected the search traffic of many affiliate content and coupon publishers. 

This development may prompt advertisers to rewrite their affiliate playbooks, particularly for reaching Gen Z and millennial audiences.

Get the full report here.