IZEA has released its annual study to provide insights for marketing partners, educate decision-makers on social media trends, and highlight the expanding creator ecosystem’s impact on influencer marketing campaigns of all sizes. The “U.S. Influencer Aspirations 2024” study, based on a survey of 1,217 U.S. social media users, reveals a significant shift towards video content among social media influencers. 

Among the key takeaways, the report shows that influencers are likelier to produce video content than general social media users. Specifically, 56.2% of influencers create short videos (such as Instagram Reels, TikTok videos, and YouTube Shorts), compared to 49.7% of general users. The gap is even more pronounced for live videos, with 48.5% of influencers engaging in this format versus 19.5% of general users.

Long-form video content, including vlogs and how-to videos on YouTube, is also more prevalent among influencers, with 43.8% creating this type of content compared to 11.5% of general social media users.

The trend towards video content has shown steady growth since 2021. Among influencers, short video creation has increased from 52.1% in 2021 to 56.2% in 2023. Live video production has risen from 43.3% to 48.5%, and long-form video content has grown from 33.9% to 43.8% over the same period.

Beyond content trends, the report offers a broader view of the influencer arena. It finds that 26% of social media users now consider themselves influencers. This self-identification is more common among younger users, with 38.2% of those aged 18-29 viewing themselves as influencers, compared to just 10.6% of those over 60.

The allure of influencer marketing extends beyond current creators. The study reports that 54% of respondents aged 18-60 would quit their jobs to become full-time social media influencers if they could make a living. This aspiration is most prevalent among the 18-29 age group, with 60.1% expressing this desire.

Financial compensation for influencers is becoming more common. The report states that 53% of influencers have received monetary payment for social media posts, while others have been compensated with products or a combination of money and items.

The study also sheds light on the employment status of influencers, with 59% reporting that they work full-time. Interestingly, influencers are 1.5 times more likely to be self-employed than general social media users and 2.5 times less likely to work for companies with over 1,000 employees.

Income levels for influencers appear to be on the rise. IZEA indicates that over 38% of influencers surveyed have a household income exceeding $100,000 per year, representing a 2.5-fold increase from the previous year.

The influence of social media marketing extends beyond professional influencers. Analysts have found that 64% of social media users would accept payment or free items from brands to promote products on their social media channels.

Time investment in social media correlates with earning potential; those who spend more than five hours per day on social media are 4.4 times more likely to be compensated by brands for posting online than those who spend less than five hours.

The report also notes that 41% of social media users personally know someone who makes money as a social media influencer, suggesting a growing awareness and normalization of influencer marketing as a profession. 

The full report is available here.