As the “original influencers,” radio personalities have been at the forefront of creator-generated content long before it was called anything. Now, new data shows the power of any brand to leverage that content, which creates a lot of opportunity for local radio.
According to a new report from Nielsen’s NCSolutions, 48% of Americans and 66% of Gen Zers have purchased a product they discovered through influencer-created content on social media or streaming apps. The study also measured consumer responses to creator-created ads: 47% felt entertained, 43% were likely to research the product, 24% were likely to share the recommended product with friends and family, and 23% felt inspired by the content.
Gen Z leads the way when it comes to purchasing a product through influencer content, but other generations follow suit: Millennials at 55%, Gen X at 41%, and Baby Boomers at 24%.
Much of what motivates Gen Z to buy from content creators is radio’s other strength: trust: Over a quarter of Gen Z (12% more than all other generations) believe influencers have their best interests in mind when promoting products, and 21% trust influencer recommendations, compared to 13% of other generations.
Radio works at a direct local level across multiple platforms and can be a boon for local brands if the talent is leveraged properly. So what’s the best way to connect with these audiences? According to NCSolutions, humor tops the list, with 50% of Americans choosing it as their primary driver for connecting and purchasing. “How to” videos follow at 40%, with music coming in third at 37%.
This aligns with a 2023 Maru/Matchbox study that highlighted the influencer-type connection AM/FM listeners form with radio personalities based on humor and trust, where 90% of respondents agreed that their favorite hosts make them laugh, and 64% said personalities make them think.
Deirdre McFarland, chief marketing officer at NCSolutions, commented, “As brands look to increase sales, building long-term, loyal customer relationships with young buyers is a strategy that will enable continued growth. … This new consumer research on creator content shows that pairing brands with the right creators not only amplifies the power of creativity, it also strengthens brand connections and helps advertisers make a lasting impression on consumers.”
