• by Colin Kirkland , July 17, 2024

A new report by by NCSolutions shows that 48% of Americans and 66% of Gen Z have purchased a product they discovered in content generated by an influencer on a social media platform or entertainment app, showing that the creators have a major hold on a wide range of American consumers.

Based on a consumer sentiment survey of 1,124 Americans in May 2024, NCSolutions found that although people who identified as Gen Z – those born between 1997 and 2012 – purchased the most products through creator content, millennials (55%) weren't far behind, followed by 41% of Gen X and 24% of baby boomers./p>

The results also measure consumer reactions to creator-generated advertising, with 47% feeling entertained, 43% feeling inclined to research the product being shown, 24$ likely to share the endorsed product with friends and family, and 23% feeling inspired by the product and content.

Gen Z has the most favorable attitudes toward creator-generated content. Compared to 27% of all other generations, 37% of Gen Z consumers expressed appreciation for creators sharing personal aspects of their lives, and 27%, compared to 12% of all other generations, feel strongly connected to influencers, as if they were friends.

In addition, over a quarter of Gen Zers, 12% more than all other generations, feel that influencers have their best interests in mind when endorsing products, and 21% trust influencers and their recommendations, compared to 13% of all other generations.

While the amount of money a person makes was indicative of how likely they were to buy a product from a creator-made ad, with 52% of consumers earning $100k annually making a purchase, 46% of those earning between $50k and $99k made a purchase, followed by 41% of those with incomes less than $50k making a purchase after viewing creator endorsements.

In general, the creator economy continues to grow. According to a recent prediction by Goldman Sachs, it could reach half a trillion dollars by 2027. Due to the ongoing rise in creator-generated content across the social media and entertainment landscape, brands have the option to complement their marketing campaigns with influencer-created ads.

“As brands seek to drive incremental sales, building loyal long-term customer relationships with younger buyers is a strategy that enables continued growth,” says NCSolutions’ CMO Deirdre McFarland. “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.”

As for the type of content consumers are most receptive to when it comes to in-app product endorsements, NCSolutions' report shows that humor is the top performing option, with 50% of Americans choosing humor as the number one driver in whether or not they connect and purchase the product. “How-to” videos were the second most effective at 40%, followed by music (37%), authenticity (34%), storytelling (33%), product suggestions (27%) and the connection with the influencer (12%). Less than 10% of consumers are also swayed by filters as part of their advertising experience.