Advertising Attributes Consumers Like Most
A recent survey conducted by NCSolutions (NCS), the leading company for improving advertising effectiveness for the consumer packaged goods (CPG) ecosystem, has uncovered a significant trend in consumer behavior: nearly half of Americans (48%) have purchased products they saw in creator-generated content on entertainment apps or social media platforms.
Generation Z Leading the Charge
Generation Z, defined as those born between 1997 and 2012, is at the forefront of this trend, with 66% having made purchases based on influencer content. Millennials (born between 1981 and 1996) also show strong engagement, with 55% making similar purchases. In comparison, 41% of Generation X (born between 1965 and 1980) and 24% of Baby Boomers (born between 1946 and 1964) have followed suit.
Deirdre McFarland, Chief Marketing and Communications Officer at NCSolutions, emphasized the importance of this trend, stating, “Given the growth of creator-generated content and the quality and size of the audience these platforms attract, brands have an opportunity to complement their branded marketing campaigns with these influencer-created ads. This strategy is particularly effective in building long-term customer relationships with younger buyers, driving incremental sales, and creating lasting brand value.”
How Gen Z Feels About Creators
Emotional Connection and Trust in Influencers
The survey also revealed how Americans feel when they see influencer-generated content. Nearly half (47%) feel entertained, while 43% are motivated to research the product further. Additionally, 24% are likely to share the endorsed product with friends and family, and 23% feel inspired by the content.
For Generation Z, the connection to influencers goes deeper. Thirty-seven percent appreciate creators sharing personal aspects of their lives, compared to 23% of other generations. Twenty-seven percent of Gen Zers feel influencers look out for their viewers’ best interests by endorsing only top-quality products, compared to 15% of all other generations.
Financial Impact and Demographic Insights
The survey highlights the financial impact of creator-generated content across different income levels. Fifty-two percent of consumers earning $100,000 annually made a purchase based on influencer content, while 46% of those earning $50,000-$99,000 and 41% of those with incomes less than $50,000 did the same.
McFarland added, “This new consumer study about creator content shows that pairing your brand with the right creator not only raises the power of creative but also enhances brand connections, allowing advertisers to make lasting impressions with consumers.”
How Americans Feel When Seeing Creator-Generated Content
Preferences in Creator-Generated Content
The survey identified key attributes of creator-generated advertisements that resonate with consumers. Humor tops the list, with 50% of Americans favoring content that makes them laugh. ‘How-to’ videos follow at 40%, with music (37%), authenticity (34%), storytelling (33%), product suggestions (27%), and connection with the influencer (12%) also being significant.
Strategic Insights for Brands
Brands looking to tap into the power of creator-generated content can benefit from these insights. Understanding what elements drive purchase behaviors can help tailor more effective marketing strategies. The findings reinforce the importance of creative content and strategic partnerships with influencers to enhance brand connections and drive sales.
For more detailed insights, download the full study results from NCSolutions.