IMPACT 2025 | US Influencer Marketing Impact Report

We asked 1,000 Millennial and Gen Z consumers...

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Where do you consume influencer content? Which social platforms are you most likely to purchase products from? What makes an influencer’s product/service recommendation trustworthy? What factors play into your purchase decisions? And more…

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Here's a sneak peek of the reports results.

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Top 5 most used social platforms for consuming influencer content, ranked by all consumers:

1. YouTube

2. Instagram

3. Facebook

4. TikTok

5. Snapchat

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Consumers also said video content was the most engaging, likely driving YouTube, Instagram, TikTok, and Snapchat’s success in the top five.

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“In a world dominated by bite-sized content, people are starting to crave more substance. With longer content, creators have the space to tell richer stories, dive deeper into their experiences and build an emotional connection that just isn’t possible in 90 seconds. The deeper the bond and deeper the trust, the more likely people will watch a series, buy a product or stick around for whatever comes next.” — RJ Larese, VP of talent and influencer marketing, Paramount.

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Top 5 most used social platforms for purchasing products, ranked by all consumers:

1. Facebook

2. TikTok

3. YouTube

4. Instagram

5. Pinterest

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However, while Meta dominated social commerce, YouTube was ranked #1 for product research.

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53% of consumers said they’re at least somewhat likely to purchase a product because it was recommended by a social media influencer they follow.

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Download the report to see what is most likely to sway them.

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And, while consumers expressed some hesitancy about paying for gated influencer content, more than half of consumers said they’re at least somewhat likely to purchase a product from a brand that is owned by an influencer that they follow.

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Learn more about how consumer social media usage and purchase behavior are impacted by influencers by downloading the full report!

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