Content Creator Influence Report 2024: Humorous Content Keeps Users Hooked

Portrait of the customers who are following content creators today

Consumers’ Follow Length of Time on Creators

The amount of time consumers spend with content creators has been on the rise in recent years, with the majority of survey respondents saying they watch content creators for 1-3 hours per day. Less than 10% of those who follow creators for more than 5 hours per day are on platforms like TikTok and Twitch, with the majority of that time spent on platforms like TikTok and Twitch to watch their favorite creators.

Age

• Young people aged 18-25 are the group with the most interest in content creators today.
• Under 18s: 15.63% – The under-18 demographic is increasingly interested in creator content, showing that creators’ influence on this generation is also becoming broader.
• 18-25 years old – 55.77% – This is the largest age group and also the demographic that content creators need to focus on attracting the most. These are also people with high purchasing power due to financial independence.
• 26-30 years old: Only about 10.34%
• The remaining age groups (31 years and older) account for less than 20%.

Gender

In terms of gender, female consumers tend to be more interested in content creators than male consumers. Specifically:

• Female: 75.24% – Shows that the majority of viewers of content creators today are female, so this is also the audience that many creators are targeting.
• Male: 22.60% – The number of male consumers following creators is only 1/3 compared to the female consumer group – a rather modest proportion in the current market. However, this is also a quite interesting niche market, with good development potential for content creators.
• Other: 2.16% – A small portion of viewers are of other genders.

The influence of creators on consumers

The influence of the creator

When asked about the influence of creators on their purchasing behavior, 55.53% of people shared sponsored posts from creators that convinced or influenced them to make a purchase. This shows that a large percentage of consumers are being influenced by creator content when making purchasing decisions, with 48.12% of them having purchased from a creator at least once.

However, 72.29% of respondents said they would be more willing to buy something recommended by a close friend, compared to 27.71% who preferred recommendations from creators. This suggests that the majority of consumers still value recommendations from close friends over creators when making purchasing decisions.

Types of content that consumers love

• 60% of respondents felt that sponsored posts/content featuring new brands/products were appealing to them. This shows that a large portion of consumers discover new items through sponsored content from creators.
• 30% of respondents believe sponsored content motivates them to buy products they already know about, suggesting that for some consumers, sponsored posts also serve to reinforce existing interests and lead to purchases.
• 10% of respondents felt that sponsored content did both equally, suggesting a balance between discovering new products and reinforcing existing interests.

Time to consider purchasing

32% of respondents said they saw an ad 2 to 4 times before making a purchase decision. Another group saw an ad 1 to 2 times and another group saw an ad 4 to 6 times, each accounting for about 19% of the total responses. Thus, the majority of audiences make a purchase decision after seeing an ad a few times. Understanding these trends can help optimize Advertising strategies with the right frequency to effectively influence consumers’ purchase decisions.

Consumer purchasing behavior after viewing content creators

About 90.14% of survey respondents agreed that they have been influenced by creators in making purchase decisions, exploring experiences, or trying new habits. However, consumer purchase behavior after following content from creators is also quite complex with a variety of different platforms, purchase channels, and product types.

Favorite shopping platforms after seeing creator recommendations

After viewing content from creators, consumers tend to visit a few popular purchasing channels such as:

• E-Commerce platform 33%
• Creator website 17%
• LinkTree 15%
• Instagram Stories 35%

Platforms that drive purchase desire

In addition to the main purchasing channels, other social networking platforms also have a great influence on consumers’ purchasing desires. Of which, Instagram is still the social network with the greatest impact on the purchasing behavior of viewers worldwide. Next is the explosion of Tik Tok – a social network that is growing strongly with a wave of reviews from KOCs. Some platforms with relatively large influence include YouTube, Facebook, Pinterest and Twitter.

Items consumers like to buy through creator recommendations

Nowadays, the product groups that consumers refer to through creators’ content are becoming more and more diverse and rich. The most popular product groups still include items such as: Clothing, Daily necessities, Household appliances, Experiences, Merch, Travel, Games, Technology, Events, etc. Thus, it can be seen that consumers not only follow content creators to search for products, but they also learn about events, services or new experiences through these objects.

Impacts on consumer purchasing behavior

The influence of content creators on consumers is related to many other factors below:

Types of advertising that make buyers most interested in buying

In terms of advertising types, there are many types of advertising that can stimulate consumers’ desire to buy. However, there are also many other types of advertising that make them feel reluctant to buy. Understanding this factor will help content creators deploy the most suitable types of advertising for today’s consumers:

• “Humorous” advertising – Consumers are always looking for moments of entertainment and relaxation. Therefore, humorous advertising attracts their attention, making them more likely to buy. This is also a content creation trend that many creators and brands are pursuing today.
• “Clothing” Ads – Clothing is one of the most popular product types when following content from creators. Therefore, clothing ads are also one of the types of ads that have the ability to promote a great demand for purchase from consumers.
• “Video” – Along with the explosion of video social networking platforms, consumers’ trend of watching video advertisements has also grown strongly and has a huge impact on their purchasing behavior.

In addition to their favorite types of advertising, survey respondents also shared some types of advertising that make them less likely to buy. For example, ads that are too boring with disjointed content, or YouTube ads that make them feel lost.

So what makes a good advertisement that is able to persuade viewers?

From the above factors, there are some types of advertising that can attract viewers of the creator including:

• Focus on authenticity: Consumers have more trust in content that has genuine interactions and reviews than content that is directly salesy. So authenticity is a bridge that helps creators become relatively stronger with consumers.
• Incorporate Humor: Use humor to grab attention, be approachable, and make your audience feel comfortable.
• Use real people: Highlight personalization in your ads to deliver more authentic, relevant content to consumers.
• Introduce daily usage: Highlighting how the product is used in daily life can increase the practicality of the content.
• Integrate seamlessly across platforms consumers follow: Make sure your ads appear as engaging, seamless content that fits consumer behavior on each platform, rather than disruptive ads.
• Avoid boring content: Keep the content engaging and relevant to the everyday application of the product.

Conclusion:

Overall, the influence of content creators on consumers has been growing in recent years. However, consumers’ demand for sponsored content from creators has also become more diverse. They love humorous content and demand authenticity.