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Influencer Marketing Impact: 58% of Social Media Users Buy Products Seen in Influencer Posts


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A new research report by IZEA Worldwide, Inc., titled “Influencers & Discount Clubs 2024,” sheds light on the significant impact of influencers on consumer behavior at discount club stores across the United States. Released today, the study reveals that a substantial 81% of U.S.-based influencers are members of discount clubs like Costco, Sam’s Club, and BJ’s, underscoring their pivotal role in driving purchases among club members. This aligns with the growing recognition of influencer marketing effectiveness in shaping consumer choices and boosting sales.

The survey, which focused exclusively on brick-and-mortar shopping, found that 68% of respondents overall have active discount club memberships. Notably, 17% of households hold memberships at both Costco and Sam’s Club, while 5% are members of all three major clubs. These figures illustrate the broad reach and influence of discount club memberships within the U.S. market.

According to Ted Murphy, CEO and founder of IZEA, influencers wield significant influence over purchasing decisions in these stores. “Our latest report provides fascinating insights into the intersection of influencer marketing and discount club memberships,” Murphy remarked. “Influencers are notably effective at steering consumer choices towards these clubs, with Costco members being 2.3 times more likely to make purchases inspired by influencers at Costco compared to Target or Walmart.” This highlights the powerful influencer effect on sales within these specific retail environments.

Key findings from the report include:

  • 74% of BJ’s members have made influencer-driven purchases, outstripping the 58% average across all respondents.
  • Among Costco members, 45% cited Costco as the preferred store for influencer-driven purchases.

The study also highlighted influencers’ impact on various demographics:

  • Influencer posts have the greatest sway on product consideration, particularly among 18-to-29-year-olds, where 39% are most likely to try products recommended by influencers.
  • Overall, 58% of respondents have bought products after seeing them used by influencers, with clothing being the most influential category.

Marketers can leverage these insights to refine their influencer marketing strategy. For instance, short videos are identified as the most effective content type across age groups for driving store visits and purchases, demonstrating the critical role of social media impact on sales. Walmart emerges as the preferred destination for influencer-inspired purchases among respondents aged 45-60, indicating the diverse preferences across different age groups.

Additionally, the report pointed out that discount club members are more active on social media for product research before making purchases, with YouTube being the primary platform for such activities. This behavior underscores the importance of a well-rounded influencer marketing strategy that effectively utilizes various social media platforms to reach and engage target audiences.

The findings are based on responses from 1,111 U.S. social media users aged 18 and above, highlighting the growing influence of influencers in shaping consumer behaviors. For more details and to access the full report, visit IZEA’s website.

For further updates and resources from IZEA, visit x.com/izea.

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