7-in-10 U.S. consumers follow influencers. And, of those who do, 80% report having taken some form of follow-up activity inspired by creator content - finds new report

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Creators are the new guardians of consumer trust. Ed Keller and his Keller Advisory Group are back, this time in collaboration with consumer insights platform Suzy. Together they’ve produced a report which explores the intricate relationship between customers and creators who form their ideas, examining involvement, perception, and impact in today's digital environment.

A U.S, nationally representative sample of 1,164 customers aged 16-54 were interviewed. Here are some of the findings:

  • 7-in-10 (69%) U.S. consumers follow influencers 
  • Of that 69% (who follow at least one influencer online) 60% watch  creator content daily
  • 80% of respondents report having taken some form of follow-up activity inspired by creators
  • Of that 80% more than half (55%) have gone on to research a brand's website after discovering it through a creator.
  • Of that 80% who have acted after seeing a creator’s content 43% have gone on to buy from the sponsoring brand


Creator content beats traditional ads

Consumers who follow creators consistently find creator content to be more exciting, unique, emotionally engaging, relevant, and shareable compared to traditional advertisements. In fact, according to the new report, when asked to compare creator content to traditional advertising across 10 attributes, creator content beats advertising every time across all measured attributes.

Consumer trust in advertisers

I asked Ed Keller via email whether age plays a role in determining trust levels in creator content. Ed confirmed that younger consumers (16-34) find creator content more trustworthy (33%) than older consumers (35-59) (24%).  

Interestingly, the two age groups are aligned in their level of trust in traditional advertising.

Go to platforms

The report examines which social media platforms dominate for customers watching creator content:

  • 78% Instagram
  • 77% YouTube 
  • 66% TikTok
  • 62% Facebook

Gender split by platform

  • Instagram attracts more engagement from females (85%) than males (75%). 
  • YouTube is skewed male (86%)  in terms of engagement than females (69%).

Respondents also wanted creators to dial down on drama (46%) and over-edited content (46%), suggesting a fatigue with sensationalism and a preference for more straightforward, genuine content.

METHODOLOGY: A U.S.-based, nationally representative sample of 1,164 customers aged 16-54 were interviewed by Suzy from March 22 to 25, 2024. This research complements the Keller Advisory Group's report: Creators Uncovered -  a report we covered in Creator Briefing #127. It’s a first-of-its-kind nationally representative survey of creators.

Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.

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7-in-10 U.S. consumers follow influencers. And, of those who do, 80% report having taken some form of follow-up activity inspired by creator content - finds new report

More...

Creators are the new guardians of consumer trust. Ed Keller and his Keller Advisory Group are back, this time in collaboration with consumer insights platform Suzy. Together they’ve produced a report which explores the intricate relationship between customers and creators who form their ideas, examining involvement, perception, and impact in today's digital environment.

A U.S, nationally representative sample of 1,164 customers aged 16-54 were interviewed. Here are some of the findings:

  • 7-in-10 (69%) U.S. consumers follow influencers 
  • Of that 69% (who follow at least one influencer online) 60% watch  creator content daily
  • 80% of respondents report having taken some form of follow-up activity inspired by creators
  • Of that 80% more than half (55%) have gone on to research a brand's website after discovering it through a creator.
  • Of that 80% who have acted after seeing a creator’s content 43% have gone on to buy from the sponsoring brand


Creator content beats traditional ads

Consumers who follow creators consistently find creator content to be more exciting, unique, emotionally engaging, relevant, and shareable compared to traditional advertisements. In fact, according to the new report, when asked to compare creator content to traditional advertising across 10 attributes, creator content beats advertising every time across all measured attributes.

Consumer trust in advertisers

I asked Ed Keller via email whether age plays a role in determining trust levels in creator content. Ed confirmed that younger consumers (16-34) find creator content more trustworthy (33%) than older consumers (35-59) (24%).  

Interestingly, the two age groups are aligned in their level of trust in traditional advertising.

Go to platforms

The report examines which social media platforms dominate for customers watching creator content:

  • 78% Instagram
  • 77% YouTube 
  • 66% TikTok
  • 62% Facebook

Gender split by platform

  • Instagram attracts more engagement from females (85%) than males (75%). 
  • YouTube is skewed male (86%)  in terms of engagement than females (69%).

Respondents also wanted creators to dial down on drama (46%) and over-edited content (46%), suggesting a fatigue with sensationalism and a preference for more straightforward, genuine content.

METHODOLOGY: A U.S.-based, nationally representative sample of 1,164 customers aged 16-54 were interviewed by Suzy from March 22 to 25, 2024. This research complements the Keller Advisory Group's report: Creators Uncovered -  a report we covered in Creator Briefing #127. It’s a first-of-its-kind nationally representative survey of creators.