Research Shows That YouTube Influencers Are Most-Trusted By Consumers

Takumi published new research stating that YouTube content creators are most-trusted by people, however, younger people prefer to purchase through TikTok. Takumi’s latest report acknowledges customer, marketer, and influencer points of view of platforms including YouTube, Instagram, and TikTok across Germany, the United States of America, and the United Kingdom. It focuses on perceptions of trust, credibility, influence, and creativity.

The report shows that during the past six months, 27% of 16-44-year-olds were influenced to buy a service or product by YouTube influencers. While 24% were influenced by Instagram creators and 15% by TikTok creators. Younger consumers (16-24-year-olds) are more likely to buy a product or service as a result of TikTok influencers as 30% in the United Kingdom and 40% in Germany were influenced to purchase a product or service by TikTok influencers. In comparison, 37% of 33-44-year-olds were most influenced by TikTok influencers in the United States.

Meanwhile, 38% of 25-34-year-olds in the UK and 59% of 25-34-year-olds in Germany were influenced to purchase by YouTube and Instagram influencers, compared to the US where 57% of 35-44-year-olds were influenced by Instagram and YouTube content creators.

We can see an evident interrelation between higher trust and elevated purchasing when we look at creator-led-customer purchasing habits. The data provided by Takumi displays how trust is earned over time. The data shows that customers trust creators more on legacy platforms as compared to those on newer platforms. 28% of consumers trust influencers on YouTube while 22% and 15% trust influencers on Instagram and TikTok respectively.


With that being said, YouTube influencers as well as TikTok influencers fared well as compared to more traditional celebrity brand advocacy. The report shows that 37% of 16-44-year-olds stated that they trust a YouTube creator more as compared to a celebrity or high-profile figure. 44% of consumers had no concerns about influencers on TikTok, while 48% of consumers had no concerns about YouTube creators which was 20% back in the year 2019.

Brands who are able to educate and entertain via influencers will capture consumers’ hearts as well as wallets as compared to traditional media. The trust of marketers in different channels differs with Instagram being ranked on top followed by YouTube and TikTok.

One of the top three concerns for marketers included a ‘lack of familiarity’ with TikTok, while 96% of marketers felt familiar with Google’s YouTube. With that being said, the ability of creators to demonstrate return on investment could enhance the trust of marketers. The report also states that customers recognized Instagram as more aspirational, informational, and easy to use as compared to TikTok. While consumers consider TikTok more engaging and creative as compared to Instagram.

The Realities of Influencer Marketing – TikTok and YouTube in Focus
Source: Takumi.

Read next: How various brands spending on influencer marketing especially on YouTube this year

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