A recent survey by the market research company 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 media. In contrast, only 10,7% of consumers cited newspaper content, magazines and television broadcasters 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 Gonçalves, international talent director at Viral Nation and influencer marketing specialist, explain that the authenticity and personal connection of creators are determining factors for this discrepancy
Influencers generally establish a more personal and authentic connection with their audience. They share their lives, genuine opinions and recommendations, what generates a high level of trust among followers. This is something that traditional media, як газети і журнали, often cannot replicate, since they do not offer the same opportunity for interaction and engagement that social networks provide, affirms Gonçalves
Despite the growth of influencer marketing strategies, Gonçalves warns that the choice of content creator must be strategic. It is essential to select someone who truly relates to the product and has an affinity with its values. The choice must be strategic, looking for influencers whose audience trusts their recommendations because they see authenticity in them. When the creator uses and genuinely believes in the product, the connection with the audience is strengthened, increasing the effectiveness of the campaign, explain
The research also reveals that advertisements in traditional media are often seen as impersonal and generic, what reduces its effectiveness. In contrast, social media allows a level of direct interaction between content creators and their followers, what increases confidence and influence
Consumers also expressed their preferences for different ad formats. Video ads were considered the most trustworthy, followed by sponsored content, affiliate ads, targeted ads and, finally, banner ads. Fabio Gonçalves 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 provide a rich visual experience and can tell stories more effectively, creating an emotional connection with the audience. Sponsored content follows, as it is naturally integrated into the context of the content that consumers are already interested in consuming, what increases confidence. Affiliate ads are reliable due to the direct recommendation of content creators, that generally test and approve products before promoting them. Targeted ads, although relevant, still face privacy concerns, and, нарешті, banner ads are seen as intrusive and less effective, often ignored by consumers, concluded Gonçalves
Methodology
The research was conducted in the United States, interviewing 1.378 consumers between May 3 and May 11, 2024. Participants were selected to represent the US population in terms of age (between 15 and 77 years), gender, renda familiar e raça/etnia. 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
