Written by: Jaime Krzos – Senior Strategist at IZEA
The way consumers research and make purchase decisions is evolving rapidly, with social media emerging as a dominant force. Once reliant on traditional methods like in-store browsing or Google searches, buyers now turn to platforms like TikTok, Instagram, and YouTube to explore products, read reviews, and make purchases. This shift highlights the growing influence of influencers shaping preferences. Understanding this new consumer journey is crucial for marketers seeking to meet audiences where they spend their time and make purchasing decisions.
IZEA’s 2025 Trust in Influencer Marketing found that 86% of respondents say they are “very likely” or “somewhat likely” to search social media before making a purchase, highlighting its central role in the modern buying process.
Social media as the new purchase starting point
Platforms like Instagram, TikTok, Facebook and YouTube have become the first stop for product discovery. For ages 18-60, social media has become the primary source of product research, surpassing asking friends and family for recommendations, according to the Trust in Influencer Marketing report.
The percentage of social media users who said they searched TikTok to research a product or service before making a big purchase increased 2.3 times from 2022-2024.
Shoppers in the 45-60 age group lead the way in embracing social shopping, with 73% making multiple purchases directly on social media platforms. This trend demonstrates their growing comfort with digital shopping tools and highlights the universal appeal of seamless, platform-integrated shopping experiences. It also signals an opportunity for brands to design targeted campaigns for this demographic, leveraging user-friendly interfaces and authentic influencer content to build trust and drive conversions.
Why and how influencers dominate product research
Influencers are dominating product research thanks to the strong, long-term connections with their followers, which help them build trust, engagement, and loyalty over time. IZEA’s Trust in Influencer Marketing report found that recommendation history — positive experiences with past recommendations from influencers — are a top factor increasing trust in them among their audiences.
Authenticity and relatability of influencers’ content are the other top trust factors. Our report highlights the importance of authenticity, with 68% of respondents listing authenticity as a top factor boosting the trust they place in influencer recommendations. Additionally, 51.5% of social media users said product demonstrations impact their trust in influencer recommendations. When influencers show themselves using a product, it helps their followers picture themselves using the item and see how it fits into their daily lives.
Influencers’ compelling stories humanize brands, making products feel relevant and relatable to their audiences. Formats like tutorials, unboxings and reviews provide consumers with tangible insights into a product, helping to bridge the gap between curiosity and confidence. The persuasive content motivates social media users to move closer to the buying phase.
Social media as a research and purchase hub
In recent years, social platforms have enhanced their shopping tools to enable users to move seamlessly from product discovery to purchase. Instagram introduced Instagram Shops in 2020, creating a space for brands to host storefronts and facilitate in-app purchases. Similarly, TikTok Shop, launched in 2023 in the U.S., builds on the platform’s shopping influence, highlighted by the viral #TikTokMadeMeBuyIt trends.
Facebook Shops and Marketplace remain key e-commerce channels, while YouTube and Snapchat continue to expand their shopping integrations, making social commerce a dynamic, evolving space for brands.
Now, platform shopping features can be paired with the power and influence of creator content to streamline the consumer journey. By embedding product links or using features such as live streaming, brands can transform consumer interest into action within the same platform.
What this means for brands
Our Trust in Influencer Marketing report found that in just one year, from 2023-2024, the percentage of social media users who said they had purchased through a social media app’s shopping features had risen from 45% to 77%.
The changing consumer journey offers key opportunities for brands looking to reach shoppers:
- To succeed, brands should focus on social platforms where their audiences are most active.
- Authenticity is crucial—consumers trust influencers who share genuine content, personal stories, and transparent recommendations, so partnering with influencers aligned with brand values enhances credibility.
- Additionally, leveraging in-app shopping features alongside creator content can streamline the buying process, reducing friction and leading consumers from discovery to purchase.
By adopting a consumer-centric approach and leveraging influencers as authentic brand partners, marketers can effectively navigate this shift in consumer behavior and drive deeper engagement and sales.
About the Author: Jaime Krzos
As a Senior Strategist, Jaime uses her extensive background in the influencer marketing space to craft effective strategies for leading brands that achieve measurable success. With a keen eye on industry trends, a pulse on pop culture and a passion for creative storytelling, she stays at the forefront of the creator economy, consistently delivering innovative and impactful strategies.
