New IZEA Study Reveals Majority of US Social Media Users Make Influencer-Inspired Online Purchases

IZEA Worldwide Inc. (NASDAQ: IZEA) released a new research report that examines the effectiveness of influencer marketing on purchasing behavior and its impact on products sold on Amazon.com (NASDAQ: AMZN). The study found that 59% of all social media users in the U.S. have made a purchase after seeing it being used by an influencer, and an estimated 55% have made influencer-inspired purchases on Amazon. The report also shows that consumers are at least 7.6 times more likely to shop on Amazon than other websites after seeing a product promoted by an influencer, with 71% of respondents saying they use the e-commerce giant to make purchases.

The findings echo those in a report titled Trust in Influencer Marketing 2024, published by IZEA in March, which found that 51% of respondents made a purchase after seeing a product used by an influencer. It is also noteworthy that more than 50% of U.S. consumers surveyed for the March report said they find that content created by social media influencers is more compelling than scripted advertising written by a marketing professional. The data clearly shows that influencers hold immense sway over consumer behavior. Brands need to make the most of this form of marketing if they do not want to fall behind their competitors.