A recent survey by market research firm eMarketer revealed that nearly half of consumers in the United States (49.5%) have already been influenced by content creators to make purchases on social networks.In contrast, only 10.7% of consumers cited the content of newspapers, magazines and television stations as influential in their purchasing decisions.
The study, titled “Affiliate Marketing Consumer Attitudes 2024” and conducted in partnership with Partnerize, highlights the growing power of content creators in the digital market, especially among younger generations.Fabio Goncalves, director of international talent at Viral Nation and an expert in influencer marketing, explains that the authenticity and personal connection of creators are key factors in this discrepancy.
“Influencers often establish a more personal and authentic connection with their audience. They share their lives, opinions and recommendations in a genuine way, which generates a high level of trust among followers. This is something that traditional media, such as newspapers and magazines, often fail to replicate, since they do not offer the same opportunity for interaction and engagement that social networks provide”, says Goncalves.
Despite the growth of influencer marketing strategies, Goncalves warns that the choice of content creator should be strategic. “It is essential to select someone who really relates to the product and has affinity with its values. The choice should be strategic, seeking influencers whose audience trusts in their recommendations because they see authenticity in them. When the creator uses and genuinely believes in the product, the connection with the public is strengthened, increasing the effectiveness of the” campaign, he explains.
The research also reveals that ads in traditional media are often seen as impersonal and generic, which reduces their effectiveness.In contrast, social networks allow a level of direct interaction between content creators and their followers, which increases trust and influence.
Consumers also expressed their preferences for different ad formats. Video ads were considered the most reliable, followed by sponsored content, affiliate ads, targeted ads, and finally banner ads. Fabio Goncalves explains that video ads lead because they offer a rich visual experience and can tell stories more effectively, creating an emotional connection with the audience.
“Video ads offer a rich visual experience and can tell stories more effectively, creating an emotional connection with the audience. Sponsored content comes next as it is integrated naturally into the context of content that consumers are already interested in consuming, which increases trust. Affiliate ads are trusted due to the direct recommendation of content creators, who often test and approve products before promoting them. Targeted ads, while relevant, still face privacy concerns, and ultimately banner ads are seen as intrusive and less effective, often ignored by” consumers, Goncalves concludes.
Methodology
The survey was conducted in the United States, interviewing 1,378 consumers between May 3 and 11, 2024. Participants were selected to represent the U. S. population in terms of age (between 15 and 77 years), gender, family income, and race/ethnicity. The survey was conducted by a third-party sample provider and has a margin of error of +/-2.6 percentage points in the 95% confidence interval.
