On the other hand, Instagram and YouTube, which were the young cohort's preferred platforms for influencing in 2021, fell out of favor year over year, with 24% of respondents selecting Instagram and 26% choosing YouTube.Īn IZEA study shows Gen Z's preferred platforms for influencing. That was a jump from the 19% of respondents who felt that way in 2021. In IZEA's second annual influencer-marketing survey, which polled in December 2022 over 1,200 US consumers, 31% of respondents aged 18 to 29 said TikTok was the best platform for influencers to promote products.
Here are three key takeaways from these reports: Gen Z and millennials think TikTok is better for promoting products than other platforms "As part of your marketing strategy, it really needs to be something that you're leading with and making a meaningful investment and moving forward." "It's not something you can kind of consider as an afterthought anymore," Murphy said. IZEA's report shows brands that are looking to reach younger demographics, such as those on TikTok, need to make influencer marketing a priority, the company's founder and CEO Ted Murphy said.
The findings come as TikTok tests its "shop" product in the US, and recently started allowing creators to earn a commission for driving sales through the app. In a November survey of 1,000 US TikTok users by coupon-code site CouponFollow, more respondents also said they trusted influencers on TikTok most, compared with those on other platforms. Influencer-marketing company IZEA found in a 2022 survey that Gen-Z and millennial consumers viewed TikTok as the best platform to promote a product through an influencer, ahead of Instagram and YouTube. TikTok's influence on shopping is growing among young people, according to new data from two reports.
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