Research Also Finds 22% of Consumers Ages 18-29 Already Consider Themselves Influencers

IZEA Worldwide, Inc, the premier provider of influencer marketing technology, data, and services for the world’s leading brands, released its second annual “Influencer Aspirations” research report. The report is based on U.S. consumer sentiment and seeks to understand who considers themselves influencers, who aspires to become an influencer, and what role influencer marketing plays in their daily lives.

IZEA surveyed 1,299 U.S. internet users ages 18 and older. The research study is part of an ongoing series of IZEA Insights reports focusing on the past, present, and future of influencer marketing.

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Key Insights for Influencers:

• 61% of respondents ages 18-29 would quit their jobs and become social media influencers full-time.
• Those self-employed or working at companies with less than 10 people are more likely to quit their job to become full-time influencers.
• Consumers that spend more than 5 hours per day on social media are 3.6 times more likely to be compensated by brands to post online.
• Influencers are 1.4 to 3.4 times more likely to post video content than regular social media users.
• 56% of influencers surveyed work full-time jobs.
• 48% of respondents ages 30-44 would quit their jobs and become social media influencers, down from 53% in 2021.
• Influencers are 2.6 times more likely to be self-employed than other social media users.

Key Insights for Marketers:

• 22% of social media users ages 18-29 consider themselves social media influencers.
• 16% of respondents have been paid by or received products from brands to make posts on social media.
• 63% of respondents say they would accept payment or products from brands to post on social media.
• Ages 18-29 were most likely to accept payment or receive items from a brand to make a social media post.

“Social media has ushered in an entirely new wave of career aspirations, offering unprecedented opportunities to people of all ages, backgrounds, and interests,” said Ted Murphy, Founder and CEO of IZEA. “Our research shows an encouraging trend in influencer marketing: It’s strengthening across major consumer demographics.”

“The influencer landscape is booming,” continued Murphy. “Platforms like IZEA’s Creator Marketplace empower content creators to earn an income while authentically engaging with their fans.”

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