New research from #paid, a creator marketing platform that connects brands with content creators, indicates that influencers have a greater impact than celebrities on their social media followers’ buying behavior.

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“While celebrities may be losing their influence on buying behavior through social media, the power of content could not be stronger”

#paid is releasing the survey results ahead of International Creator Day on April 23, a time to celebrate the impact of content creators. Conducted through Propeller Research, this new research is based on a survey of more than 1,000 Americans aged 18+.

• 53% of the Americans surveyed said they are more likely to buy a product from an influencer, compared to about 47% who said a celebrity is more likely to impact their behavior.
• When asked who they are most likely to turn to when looking to purchase products, 31% said a social media influencer. Only 10% said a celebrity endorser, while more than half (59%) said a close friend or family member.
• 46.4% said they feel like “they know” the influencers they follow on social media a moderate amount.
• 60.6% said they wished they were a content creator and cited lack of self-confidence as what’s preventing them from becoming a content creator.

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“While celebrities may be losing their influence on buying behavior through social media, the power of content could not be stronger,” said #paid co-founder and CEO Bryan Gold. “The creator economy is exploding with new opportunities for creators and brands to build authentic connections.”