Trust in Influencer Marketing 2025
Our fourth annual report uncovers how consumers are increasingly turning to social media—and the creators they trust—to see, search, and shop for brands. Based on a survey of over 1,000 American consumers, this report highlights key trends driving brand engagement and purchase decisions in the Creator Economy.
KEY INSIGHTS FOR BRANDS
- Influencer Content Outperforms Traditional Ads: 77% of consumers favor content created by influencers over professionally scripted ads.
- Social Media as a Core Research Tool: Social platforms now play a crucial role in product research, with 86% of consumers searching for brands on social media before making a purchase.
- The Rise of Social Shopping: With 77% of people making purchases directly on social platforms, social media is emerging as a powerful driver of engagement and conversion.
REPORT PREVIEW
