澳大利亚的创作者商业：创作者如何影响买家旅程中的发现、信任和转化

Research Methodology The impact.com Global Creator Commerce Survey, in partnership with EMARKETER, took place in March 2025. 4,500 social media users aged 18 and older were surveyed in eight countries, with 1,000 respondents in the US and500 respondentsin each of the following countries:Australia, Canada, China, France, Italy, Singapore, and the UK. Respondents were asked questions about how they engage with and make purchase decisions from creator, For this survey, we defined a creator or influencer, Key Opinion Leader (KOL) as an individual who creates andshares content online to grow an audience and earn an income. KOLs are primarily China-based influencers and are We also provided examples of local creators for each of the countries. In this analysis, the term “creators” are used when discussing creators, influencers, and KOLs as one group, and Key Insights: ●91%of respondents use social media platformsat least once per day(45% + 33% + 13%).●The majority of consumers (78%), log ontosocial media multiple times every single day(45% + 33%). The data suggests marketers havenumerous opportunities to engage withconsumers. ●Nearly half of consumers (45%) reportedchecking these platforms 6 or more times perday, indicating a state of near-constant Key Insights: ●More than two-thirds(68%)of respondentshave purchased a product or serviceafterseeing it on social mediain the past year. ●32% indicated they haven’t purchased aproduct or service after seeing it on social In the previous slide, we saw 91% ofconsumers use social media on a dailybasis. This suggests that the32%whohaven't made a purchase aren't out ofreach, but rather they haven't been Key Insights: ●The percentage of people increasing theirusage (32%) is nearly double thepercentage of people decreasing theirusage (17%), indicating apositive trend ●51% report that their usage remainsunchanged, suggesting that thehigh-frequency usagewe observed (91% ●83% of respondents(51% + 32%) areeithermaintaining or increasingtheir time Key Insights: ●Themajority of consumers(56%)activelyfollow or engage with creators ●The 40% whoresponded "No"are stillan important part of the ecosystem. Since they are present on the platforms(seen in slide 3) they are likely viewingcreator content through algorithm-drivenFor You pages, shares from friends, orcreator-led ads, even if they do not Key Insights: ●Our data reveals that the56%of consumerswho follow creatorsare deeply engaged. ●59% reported they engage with creatorcontent at least once a day (37% multipletimes + 22% once daily). ●Of which, more than one-third (37%) engagewith creator content multiple times a day,suggesting a state of constantconnection. ●Only 8% of respondents (4% monthly + 4%rarely) engage less than weekly. Note: Responses are from consumers who indicated theyfollow or engage with content from creators on social mediaor online channels. Base responses = 279 Key Insights: ●Our data indicate that consumersengagewith creator contentatmultiple pointsthroughout the day. ●While engagement is high throughout theday, the peak time occurs in the evening,between 5 pm and 10 pm(56%), and ●Creator content is the first and last thingmany of this audience sees.26% engage"first thing in the morning", and 32% Note: Responses are from consumers who indicated theyfollow or engage with content from creators on social media Key Insights: ●Most of the consumer content engagementisconcentrated onSocial media platforms(77%)andYouTube(60%) ●A secondary tier of platforms engages about 1 in5 respondents and includes music and podcastplatforms (28%), messaging apps (20%), andlive-streaming platforms (20%). ●The audience is further fragmented across avariety of specialized platforms, such as onlinecommunities (18%), photo-sharing (16%)andvideo-sharing platforms (14%), and direct creator ●The data reveals opportunities for brands toachieve varied goals across multiple platforms: ○To reach a wide audience, marketersshould establish a presence on bothsocial media platforms and YouTube. ○For platforms in the 20% to 28% range,sponsoring content on music and podcastplatforms, or live-streaming services canhelp capture a highly engaged audience. ○Additionally, leveraging niche platformssuch as creator websites, onlinemarketplaces, and newsletters allowsmarketers to target the most engagedaudiences of specific creators, leading to Key Insights: ●Video formats are the most preferred content type ●Short-form videos, such as TikToks and Reels, areparticularly popular, with65% of people favoring them. Meanwhile, 50% of the audience prefers long-formvideos, such as those found on YouTube. ●Images, photos, and carousels (46%) are almost aspopular as long-form videos. ●There is also astrong interest in more engagingformats. Educational content (28%), live streams (24%),interactive content (21%), and audio-only formats (20%)are all favored by about one in four users. This reflects a ●Text-based content,