3 new data points show TikTok's rise as an influencer-marketing platform and its hold on Gen-Z and millennial consumers
IZEA's report shows brands that are looking to reach younger demographics, such as those on TikTok, need to make influencer marketing a priority, the company's founder and CEO Ted Murphy said.
In IZEA's second annual influencer-marketing survey, which polled in December 2022 over 1,200 US consumers, 31% of respondents aged 18 to 29 said TikTok was the best platform for influencers to promote products. That was a jump from the 19% of respondents who felt that way in 2021. About half of the respondents in the 2022 survey said they had purchased a product after seeing it used by a social-media influencer.
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