A new report by IZEA Worldwide reveals the key factors that drive trust in influencer marketing among Canadian consumers. “2024 Canada Trust in Influencer Marketing,” conducted in July 2024, surveyed over 1,000 Canada-based social media users to understand their sentiments around influencer marketing and how these vary across age groups and genders.

Among the key takeaways, the research identifies authenticity, product demonstration, and transparency as the top three elements that increase trust in influencer product recommendations.

Authenticity leads the pack, with 54.4% of respondents citing it as a crucial factor. The report suggests that consumers value genuine content from influencers over scripted advertising. This preference is particularly pronounced among younger demographics, with 73% of 18-to-29-year-olds finding influencer-created content more compelling than traditional marketing.

Transparency ranks second, with 47.7% of respondents valuing clear disclosure of brand influencer partnerships. This insight highlights the growing consumer demand for openness in sponsored content.

Product demonstration rounds out the top three, as 45.5% of respondents trust influencers who show how they use the product, underscoring the importance of practical, hands-on content in building consumer confidence.

The study also reveals broader trends in Canadian social media usage and influencer marketing effectiveness. Facebook remains the most widely used platform, with 86% of respondents reporting regular use. However, platform preferences vary significantly by age group. TikTok, for instance, sees high engagement among younger users, with 64% of 18-to-29-year-olds using the platform regularly.

Influencer marketing appears to be particularly effective among younger consumers. The report finds that 51% of 18-to-29-year-olds are more likely to try a new product based on an influencer post than other advertising forms. In contrast, only 18% of this age group reports being most influenced by television ads.

The study also sheds light on the growing acceptance of social shopping features. According to the report, 67% of all respondents have purchased a product through a social media platform’s shopping feature or are open to doing so. This trend is even more pronounced among younger consumers, with 51% of those aged 18 to 29 already using such features.

IZEA’s research indicates a shift in consumer trust towards influencers over traditional celebrities. The report states that 62% of respondents are more likely to trust a sponsored post from an influencer over an A-List celebrity.

The impact of influencer marketing on purchasing decisions is significant. Fifty percent of respondents report buying a product after seeing it used by an influencer, and this figure rises to 67% among 18– to 29-year-olds.

The report also touches on emerging trends, such as AI-generated content. It finds that 40% of 18-to-29-year-olds follow AI or virtual influencers, suggesting a growing acceptance of AI-generated content in the influencer space. IZEA’s full report is available here.