Snapchat and Gen Z shoppers are most influenced to buy from creators

But high shares of shoppers of many ages and on most platforms also bought from creator content.

The exceptions, again, were Facebook and baby boomer shoppers.

• Snapchat beat both TikTok and Instagram in creator-driven shopping. In our survey, 85.6% of social shoppers who said Snapchat content led them to make a purchase also said they had made a purchase because of creator or influencer content. Those shoppers may have seen that content elsewhere, but it’s likely that at least some saw it on Snapchat. This indicates a growing opportunity for brands on the platform, especially as it leans further into creators and branded content.
• Creators were most effective at getting Gen Zers to make a purchase. Our survey found that 82.0% of 15-to-26-year-old shoppers (who are also heavy Snapchat users) had bought something because of creator or influencer content, compared with 18.8% of baby boomer shoppers. While that’s not surprising, the relatively high rate of creator-driven purchases among Gen X shoppers (40.8%) may be.
• Facebook had the lowest rate of creator-driven shopping. Without Facebook, the share of social shoppers who made a purchase because of creator or influencer content was over 10 percentage points higher, at 61.0%. That can be explained by the relatively mature age of Facebook shoppers and the high prevalence of shopping on Facebook Marketplace, which is primarily a C2C shopping destination.

How we define “creator-driven shopping”

Our definition includes social shoppers who said they made a purchase after seeing or because of social media content produced by a creator, influencer, or celebrity influencer.

Shoppers on a specific platform who were influenced to make a purchase from creator content did not have to see that content on the same platform. For example, an Instagram shopper may have been inspired to make a purchase from creator content seen on TikTok or vice versa.

Read the full report, US Creator-Driven Commerce 2024.