YouTube influencers most-trusted by consumers – but young people increasingly purchasing via TikTok – Business Leader

Global influencer marketing specialists, TAKUMI, today published findings on the industry’s dynamics with a study of over 2,000 consumers, marketers and influencers across the UK, US, and Germany, on their perceptions of YouTube, TikTok and Instagram as influencer marketing channels.

The report ‘The realities of influencer marketing: TikTok and YouTube in focus’ is a sequel to TAKUMI’s 2019 whitepaper ‘Trust, transactions and trend-setters: the realities of influencer marketing’, and contrasts perceptions of influence, trust, authenticity and creativity..

A quarter of consumers credit YouTube influencers with purchases

In the last six months, over a quarter of consumers (27%) have been influenced to purchase a product or service by creators on YouTube, followed by 24% of consumers on Instagram and 15% on TikTok.

16-24 year olds are the most likely to have purchased as a result of TikTok influencers; 40% in Germany and 30% in UK, versus the US where surprisingly 35-44 year olds were most influenced (37%) to purchase by TikTok influencers. It’s an interesting sign that the platform can deliver ROI for brands beyond its core younger user demographic.

On YouTube and Instagram the demographics most likely to purchase were again younger in the UK and Germany (38% and 59% of 25-34 year olds on average respectively) versus the US (57% of 35-44 year olds on average).

Some consumers trust influencers more than friends

The data shows how trust is earned over time: consumers trust influencers on legacy platforms such as YouTube more (28%) than those on newer platforms