Influencer marketing platform IZEA Worldwide, Inc. has released its annual “Trust in Influencer Marketing” report for 2024, surveying over 1,200 U.S. internet users on their attitudes and behaviors around influencer marketing. The report aims to provide insights for brands utilizing influencer marketing across digital platforms.

“For the third consecutive year, we surveyed over 1,200 U.S.-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ between age and sex,” the company has announced.

According to the company, Facebook (77%), YouTube (74%), and Instagram (57%) remain the most widely used social media platforms among respondents. TikTok usage continues growing steadily, now reaching 38% of all respondents, with over half (52%) of those aged 18-29 using the platform regularly.

Consumers are increasingly putting their faith in social media influencers over traditional celebrities when it comes to product endorsements, according to the survey.

Some 61% of respondents said they are more likely to trust a sponsored post from an influencer compared to an A-List star, with trust highest among those over 45 at around 66%.

The findings underscore the growing role influencer marketing plays in shaping purchasing decisions, particularly for younger demographics. For trying new products, influencer posts topped the list for those under 45, while TV ads still reign supreme for the 60-plus crowd. And when researching major purchases, over half of 18-29-year-olds cited TikTok as an information source, far outpacing asking friends and family.

Social Shopping on the Rise

The survey also indicated a readiness to make purchases directly through social media platforms. Up to 65% have bought that way or are open to it, with the 45-60 age group reporting the highest rate of multiple such transactions at 37.3%.

When it comes to the best platforms for influencer marketing, YouTube, Facebook, Instagram, and TikTok topped the list, with some variations by gender and age. Women favored TikTok and Instagram, while men preferred YouTube. The under-45 crowd leaned towards TikTok and Instagram, while the over-45 set chose Facebook and YouTube.

Details on the full report can be found here.