If you feel like you’re being promoted every time you log on to social media, there’s a good reason why. That’s because it works.
A new report from research firm EMARKETER finds that a “high percentage of shoppers” overall are buying content from creators across all platforms.
Young people, especially Gen Z shoppers, are most influenced by creator shopping, and baby boomers are the least susceptible. The platform influencing creator-driven shopping the most is Snapchat, comfortably outperforming both TikTok and Instagram, while the platform influencing shoppers the least is Facebook.
“In our research, 85.6% of social shoppers who said Snapchat content inspired them to make a purchase have also made a purchase because of content from creators and influencers,” EMARKETER surveyed 1,207 people. The report says, “I have purchased it.” Have you been prompted to buy from a social media platform in the past year? “Those shoppers may have seen that content elsewhere, but they may have seen at least some of it on Snapchat.”
The study found that 82% of Gen Z shoppers (ages 15-26) surveyed said they purchased something because of a creator’s influence, compared to just over 18% of baby boomers and Gen It was found that 40% of shoppers said:
Conspicuous consumption is a reality, social media marketing works, and the sky is blue.
