IZEA Research Reveals 42% of Gen Z Turns to TikTok Before Making Major Purchases

50% of All Respondents Have Purchased Products After Seeing them Used by Influencers

IZEA Worldwide, Inc, the premier provider of influencer marketing technology, data, and services for the world’s leading brands, released its latest research report, “Trust in Influencer Marketing,” today. The report is based on U.S. consumer sentiment and examines the effectiveness of influencer marketing in terms of consumer trust and engagement.

The survey found that 31% of respondents ages 18-29 named TikTok as their preferred platform for influencing, up from 19% in the 2022 report. TikTok’s growing influence was also seen in purchasing decisions. The survey showed that 42% of respondents ages 18-29, a large portion of Gen Z, use TikTok to research products and services before making a purchase.

“Influencers are a critical component of today’s consumer buying process, especially with millennials and Gen Z and the rise of TikTok,” said Ted Murphy, Founder and CEO of IZEA. “Consumers are inundated with ads from every angle yet have turned to trusted influencers whose opinions they value more than traditional advertising or celebrity endorsements. The authentic engagement between creators and their supporters can influence followers into loyal customers – resulting in increased sales for brands with an influencer marketing strategy.”

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Key Insights for Influencers and Consumers 

• 35% of all respondents say influencer posts are the best way to get them to try new products.
• 62% of social media users trust social media influencers over A-list celebrities.
• 50% of all respondents have purchased products promoted by influencers.
• Consumers 60 and under say influencer posts are the No. 1 way to get them to try a new product.

Influencers and Consumers 

• 35% of all respondents say influencer posts are the best way to get them to try new products.
• 62% of social media users trust social media influencers over A-list celebrities.
• 50% of all respondents have purchased products promoted by influencers.
• Consumers 60 and under say influencer posts are the No. 1 way to get them to try a new product.

Insights for Social Media Audiences

• Social media influencers reach 90% of all respondents ages 18-29.
• YouTube, Facebook, Instagram and TikTok are the top picks for all social media users.
• Women are more likely to say Instagram and Facebook are the top ways to promote products. Men are more likely to say YouTube is their No. 1 method of being influenced to buy products.

Results from the study are based on the responses from 1,299 U.S. social media users ages 18 to 60-plus. The report is part of an ongoing series of research studies focusing on influencers’ key roles in influencing consumer behaviors and trends.

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