US Creator-Driven Commerce 2024

How Effectively Are Creators and Influencers Driving Purchases From Social Media?

Report by Jasmine Enberg  | Sep 20, 2024
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Executive Summary
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Table of Contents
Executive Summary
Social shoppers are highly attuned to creator content
Creators are effective at driving sales from social media
Creators drive purchases in many different product categories
What it all means
Media Gallery
About This Report
Social shoppers find inspiration for their purchases from many different types of content, but none more so than creator, influencer, or celebrity influencer content.
Topics
Influencer Marketing
Social Commerce
US
Table of Contents
Executive Summary
Social shoppers are highly attuned to creator content
Creators are effective at driving sales from social media
Creators drive purchases in many different product categories
What it all means
Media Gallery

The path to purchase from social media isn’t always linear, but creators play a critical role in getting shoppers to convert. Our survey of US social shoppers unearthed key insights into how creators, influencers, and celebrity influencers are driving purchases from social media.

Key Question: How important are creators and influencers in social shoppers’ path to purchase?

Creators, Influencers, and Celebrity Influencers Are Effective at Driving Social Purchases (% of US social shoppers, March 2024)
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Key Stat: Creator, influencer, and celebrity influencer content led roughly half (49.5%) of US social shoppers to make a purchase.

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Table of Contents

  1. Executive Summary
  2. Social shoppers are highly attuned to creator content
  1. Creators are effective at driving sales from social media
  2. Creators drive purchases in many different product categories
  1. What it all means
  2. Media Gallery

Charts in This Report

Creators, Influencers, and Celebrity Influencers Are Effective at Driving Social Purchases (% of US social shoppers, March 2024)Excluding Facebook, Over Two-Thirds of Social Shoppers Follow Creators or Influencers (% of US Facebook* vs. non-Facebook** social shoppers, March 2024)
Excluding Facebook, Over 6 in 10 US Social Shoppers Have Made a Purchase Because of Creator Content (% of US Facebook vs. non-Facebook* social shoppers, March 2024)Have US Social Shoppers Made Purchases From Creator- or Influencer-Founded Brands? (% of US social shoppers, March 2024)

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authors

Jasmine Enberg

Contributors

Rahul Chadha
Vladimir de Leon
Chart Editor
Donte Gibson
Senior Chart Editor
Na Li
Director, Primary Research
Jennifer Pearson
VP, Research
Naomi Rebuelta
Copy Editor
Yoram Wurmser
Principal Analyst