Influencer Marketing Impact Report
How do influencers and social platforms affect how people consume content, research and buy products, and connect with community and brands?
We asked 1000 Millennial and Gen Z consumers
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…
Top 5 most used social platforms for consuming influencer content, ranked by all consumers:
1. YouTube
2. Instagram
3. Facebook
4. TikTok
5. Snapchat
Consumers also said video content was the most engaging, likely driving YouTube, Instagram, TikTok, and Snapchat’s success in the top five.
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.
Top 5 most used social platforms for purchasing products, ranked by all consumers:
1. Facebook
2. TikTok
3. YouTube
4. Instagram
5. Pinterest
However, while Meta dominated social commerce, YouTube was ranked #1 for product research (download the report to see the full rankings).
of consumers said they’re at least somewhat likely to purchase a product because it was recommended by a social media influencer they follow (download the report to see what is most likely to sway them).
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.
