When viewing influencer advertising, Americans
feel entertained (47%), ready to research the product (43%), and
likely to share the product with friends and family
(24%)
NEW
YORK, July 17, 2024 /PRNewswire/ -- Nearly half
of Americans (48%) have purchased a product they saw featured in
creator-generated content — sometimes also called influencer
content — on an entertainment app or social media platform. The
findings are from a new consumer sentiment survey commissioned by
NCSolutions (NCS), the leading company for improving advertising
effectiveness for the consumer packaged goods (CPG) ecosystem.
Two-thirds or 66% of Generation Z, defined as those born between
1997 and 2012, have purchased a product that appeared in
creator-generated content. Over half (55%) of millennials (born
between 1981 and 1996), 41% of Generation X (born between 1965 and
1980) and 24% of baby boomers (born between 1946 and 1964) have
also purchased a product they saw from influencer content on a
social media platform or entertainment app.
When Americans see influencer-generated advertising, they feel
entertained (47%), followed by ready to research the product (43%).
One-quarter (24%) are likely to share the endorsed product with
friends and family, and 23% feel inspired. Fifty-two percent of
consumers 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%) of those earning $50,000-$99,000 and
41% 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. "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% of Gen Zers, compared to 23% of all
other generations, expressed appreciation for creators sharing
personal aspects of their lives. Additionally, 27% of Gen Z,
compared to 12% of all other generations, feel strongly connected
to influencers, like they are friends.
More than a quarter (27%) of Gen Zers (compared to 15% 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 Generation Z (versus 14% of all other
generations) feel their needs were understood by influencers.
Twenty-one percent trust influencers and their recommendations
(compared to 13% of all other generations), and 16% of Generation Z
feels represented by creators (versus 9% 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% of Americans choosing humor as the number one
attribute. 'How-to' videos were cited by 40% of Americans, followed
by music (37%), authenticity (34%), storytelling (33%), product
suggestions (27%) and the connection with the influencer (12%).
Additionally, 9% 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%. But brand elements are also very important (21%)."
"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."
For more information, download the full study results.
About the NCS Consumer Survey
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.
About NCSolutions
NCSolutions (NCS) makes advertising
work better. Our unrivaled data resources powered by leading
providers combine with scientific rigor and leading-edge technology
to empower the CPG ecosystem to create and deliver more effective
advertising. With NCS's proven approach, brands are achieving
continuous optimization everywhere ads appear through
purchase-based audience targeting and sales measurement solutions
that have impacted over $25 billion
in media spend for our customers. Visit us at ncsolutions.com
to learn more.
FAIR USE
When using this data and research, please
attribute it to NCSolutions by linking to this study and
citing NCSolutions.
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SOURCE NCSolutions