A survey by advertising services provider NCSolutions indicated 48% of consumers in the United States have purchased a product they saw featured in creator/influencer content on an entertainment app or social media platform.
Two-thirds of GenZers, 55% of Millennials and 24% of Boomers have purchased a product that appeared in creator-generated content, according to the NCSolutions survey.
When they see influencer-generated content, 47% of consumers said they feel entertained, and 43% said they were ready to research a product after viewing creator content. In action terms, 24% of survey respondents said they were likely to share the endorsed product with friends and family, and 23% felt inspired. Affluent consumers were particularly enthusiastic, with 52% of consumers earning $100,000 annually saying they made a purchase on an entertainment app or social media platform based on a post, reel or video from a creator or influencer. Then, 46% of those earning $50,000-$99,000 and 41% of those earning less than $50,000 made a purchase after viewing an endorsement in creator-generated content.
After viewing creator-generated content for a product, 37% of GenZers expressed appreciation for influencers who shared personal aspects of their lives, versus 23% of all other generations. In addition, 27% of GenZers felt strongly connected to influencers, as if they were friends, versus 12% of all other generations.
GenZers, at 27%, are most likely to feel influencers are looking out for their viewers’ best interests by endorsing only the top-quality products versus 15% of all other generations, NCSolutions maintained. In a similar finding, 22% of GenZers, versus 14% of all other generations, felt influencers understood their needs, 21% trusted influencers and their recommendations compared to 13% of all other generations, and 16% felt represented by creators versus 9% of all other generations.
A little laughter helps influencers strike a chord with consumers in the U.S. as 50% reported that humor is their favorite creator attribute. How-to videos, at 40%, were favorite content element followed by music at, 37%, authenticity, at 34%, storytelling, at 33%, product suggestions, at 27%, and influencers making a connection with the viewer, at 12%.
“Given the growth of creator-generated content and the quality and size of the audience that these social/entertainment platforms attract, brands have an opportunity to complement their branded marketing campaigns with these influencer-created ads,” said Deirdre McFarland, NCSolutions’ chief marketing and communications officer. “As brands seek to drive incremental sales, building loyal long-term customer relationships with younger buyers is a strategy that enables continued growth. Advertising on social or entertainment platforms is an effective way to connect with and engage GenZ buyers and create lasting value for the brand.”
