NEW YORK & TORONTO--(BUSINESS WIRE)--New research from #paid, a creator marketing platform that connects brands with content creators, indicates that influencers have a greater impact than celebrities on their social media followers’ buying behavior.
#paid is releasing the survey results ahead of International Creator Day on April 23, a time to celebrate the impact of content creators. Conducted through Propeller Research, this new research is based on a survey of more than 1,000 Americans aged 18+.
- 53% of the Americans surveyed said they are more likely to buy a product from an influencer, compared to about 47% who said a celebrity is more likely to impact their behavior.
- When asked who they are most likely to turn to when looking to purchase products, 31% said a social media influencer. Only 10% said a celebrity endorser, while more than half (59%) said a close friend or family member.
- 46.4% said they feel like “they know” the influencers they follow on social media a moderate amount.
- 60.6% said they wished they were a content creator and cited lack of self-confidence as what’s preventing them from becoming a content creator.
“While celebrities may be losing their influence on buying behavior through social media, the power of content could not be stronger,” said #paid co-founder and CEO Bryan Gold. “The creator economy is exploding with new opportunities for creators and brands to build authentic connections.”
About #paid
#paid is a creator marketing platform that sits at the intersection of brand and creator collaboration. Founded in 2014, #paid helps direct-to-consumer and Fortune 500 brands like Phillips Hue, Unilever and Sephora activate creators to drive growth. They are building the platform of record that powers content creation and distribution for brands globally. The better they do that, the better they can serve their creator community and provide them with the best place on earth to do what they love—create. For more information, visit hashtagpaid.com.
