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Trust in Influencer Marketing 2023

To get an inside look at how people really feel about influencer marketing and its impact on their purchasing decisions, we surveyed over 1,200 American consumers–for the second consecutive year–to find new insights to analyze and share with our customers and partners.


  • 42% of respondents ages 18 to 29 turn to TikTok to research a product or service before purchasing.
  • 50% of all respondents have made a purchase after seeing a product used by an influencer. 
  • 43% of all female respondents say that social media influencers are the #1 way to get them to try new products. 
Trust in Influencer Marketing IZEA Insight