In an age where consumers are craving authenticity from brands and businesses, it shouldn’t seem surprising that brands enlisting influencers and other content creators for their campaigns are driving more interest and consumer engagement. But new survey research from CPG advertising effectiveness firm NCSolutions (NCS) suggests that the impact of influencers has gone next-level—nearly half of the Americans (48 percent) surveyed, and two-thirds of Gen Zers (66 percent), have purchased a product they saw featured in creator-generated or influencer content on an entertainment app or social media platform.
The firm’s consumer sentiment survey and resulting study, Connections that Click: Build Brand Loyalty with Creator Content and Marketing Science, further reports that over half (55 percent) of millennials, 41 percent of Generation X and 24 percent of baby boomers have also purchased a product they saw from influencer content on a social media platform or entertainment app.
Additional survey findings show that when Americans see influencer-generated marketing, they feel entertained (47 percent), and ready to research the product (43 percent). One-quarter (24 percent) are likely to share the endorsed product with friends and family, and 23 percent feel inspired. Fifty-two percent of consumers surveyed earning $100,000 annually made a purchase on an entertainment app or social media platform based on a post, reel or video from a creator or influencer. Almost half (46 percent) of those earning $50,000-$99,000 and 41 percent of those with incomes less than $50,000 made a purchase after viewing an endorsement in creator-generated content.
“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, chief marketing and communications officer of NCSolutions, in a news release. “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 Gen Z buyers and create lasting value for the brand.”
Gen Z embraces creator-generated content
Generation Z has more favorable attitudes toward creator-generated content compared to other generations. After viewing creator-generated content for a product, 37 percent of Gen Zers, compared to 23 percent of all other generations, expressed appreciation for creators sharing personal aspects of their lives. Additionally, 27 percent of Gen Z, compared to 12 percent of all other generations, feel strongly connected to influencers, like they are friends.
More than a quarter (27 percent) of Gen Zers (compared to 15 percent of all other generations) feel influencers are looking out for their viewers’ best interests by endorsing only the top-quality products. Twenty-two percent of Gen Z (vs. 14 percent of all other generations) feel their needs were understood by influencers. Twenty-one percent trust influencers and their recommendations (compared to 13 percent of all other generations), and 16 percent of Gen Z feels represented by creators (vs. 9 percent of all other generations).
Americans prefer humor and how-to content
Consumers identified the elements of creator-generated advertisements that strike a chord with them. Things that make viewers laugh win the day, with 50 percent of Americans choosing humor as the number one attribute. ‘How-to’ videos were cited by 40 percent of Americans, followed by music (37 percent), authenticity (34 percent), storytelling (33 percent), product suggestions (27 percent) and the connection with the influencer (12 percent). Additionally, 9 percent of consumers enjoy filters as a part of their advertising experience.
“Knowing the elements that consumers like the most and drive purchase behaviors is vital intel for brands,” said McFarland. “Last year, we updated the findings of our groundbreaking study, The Five Keys to Advertising Effectiveness. The update specifically looked at the primary drivers of incremental sales for advertising and select media comparisons. We confirmed that creative is responsible for the greatest contribution of incremental sales, at nearly 50 percent. But brand elements are also very important (21 percent).”
“This new consumer study about creator content shows that pairing your brand with the right creator not only raises the power of creative, but also enhances brand connections, allowing advertisers to make lasting impressions with consumers,” said McFarland. “In addition, the survey findings reinforce the importance of measuring these campaign elements to get the insights you need to improve outcomes.”
Download the full report here.
NCSolutions commissioned the consumer sentiment survey of 1,124 Americans in May 2024. Results were weighted to be representative of the U.S. population by age, gender, region, ethnicity, marital status, education level and household income.
