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Trust in Influencer Marketing 2024

We surveyed over 1,200 American consumers to understand the dynamics of influencer marketing and its effects on consumer purchasing decisions. Now in its third year, this report is part of our ongoing research that helps our customers and partners navigate the ever-evolving landscape of influencer marketing.


  • 51% of all respondents have made a purchase after seeing a product used by an influencer.
  • 40% of 18 to 29-year-olds turn to TikTok for product research before making big purchases
  • Social media influencers reach at least 83% of social media users ages 18-60.
  • Consumers under 45 say influencer posts are the No. 1 way to get them to try a new product.