2024 Australia Trust in Influencer Marketing Report

This report presents findings from a survey conducted with over 1,000 Australian consumers to gauge their sentiments regarding influencer marketing. The objective is to offer insights for partners involved in product and service promotion on digital platforms, while also providing education to decision-makers about social media trends and the Creator Economy. The report details the demographics of the respondents, including age and gender, and highlights significant trends such as the purchasing behavior influenced by social media influencers. It reveals that 46% of respondents have bought products after seeing them promoted by influencers, with younger demographics showing a higher propensity to trust influencer recommendations over traditional advertising methods. The report also discusses the effectiveness of various social media platforms, noting that Facebook and TikTok are among the most utilized by consumers. Additionally, it emphasizes the importance of authenticity and transparency in influencer marketing, which significantly impacts consumer trust and engagement.