Creators Witness Increased Trust Amongst Young Shoppers
Creators have cemented themselves as trusted figures for consumers, with a staggering 73% of Gen Z and 57% of Millennials relying on creators for purchase decisions.
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LTK, an influencer marketing platform, released findings from its 2025 Creator Marketing Trends Report, highlighting the growing influence of creators in shaping consumers habits and the broader consumer experience.
In the ever-evolving landscape of commerce, creators have become a cornerstone of consumer trust and inspiration, particularly among Gen Z and Millennials, through building highly-engaged communities. Creators are proven trusted guides in the consumer journey – from driving in-store and online purchases to shaping brand trust and preferences.
Creators Earn Unmatched Trust and Build Communities Outside of Social Media Platforms
Creators have cemented themselves as trusted figures for consumers, with a staggering 73% of Gen Z and 57% of Millennials relying on creators for purchase decisions. This trust is not built overnight but cultivated through ongoing relationships with their communities.
- Community is Key: Building a relationship with followers is pivotal for creators to gain and maintain trust. However, as social media platforms prioritise interest-based feeds, 74% of consumers believe social media has lost the social aspect and 50% of Gen Z and Millennials are exploring alternative spaces for community engagement. Recognising this shift, LTK has invested in tools and features to bolster community connections on the platform.
- Trust Builds Over Time: 30% of Gen Z and Millennials have purchased a product after seeing it posted by a creator once, with the likelihood increasing to 40% after repeated posts.
Creator Endorsements Elevate Brand Trust
Brands benefit immensely from creator endorsements:
- 57% of Millennials and 64% of Gen Z report increased trust in a brand or product when recommended by a creator.
- Among LTK consumers, this trust skyrockets to 84%, marking a 64% lift compared to the general population.
Because of the bond creators have made with their followers – consumers are eager to engage with creator content beyond traditional social media platforms. Ranked in order, Gen Z and Millennials want to see creators:
- On TV
- In stores, with 50% of Millennials and 66% of Gen Z making in-store purchases based on creator recommendations. This number jumps to 80% among LTK consumers.
- Through search engines
- On podcasts
- Via display advertising
Social Shopping Here to Stay
Mobile shopping continues to dominate, with 70% of Gen Z and Millennials preferring this mode. Social shopping remains integral to the process:
- 64% of Gen Z and Millennials have made purchases based on creator recommendations.
Creators are the driving force behind consumer trends, with 65% of the general population, 78% of Millennials, 91% of Gen Z, and an impressive 94% of LTK shoppers looking to creators for the latest trends. When searching for products, consumers now prioritise creators over traditional search engines.
Creator Content is Preferred User Generated Content
Creators have become the number one source for user generated content (UGC) for brands. 84% of consumers trust brands more when they see creator content demoing and reviewing products on a brand’s website.
Video: The Preferred Way to Engage
Video content reigns supreme as the most engaging format for creator communities. A significant majority of consumers prefer video:
- 76% of Gen Z
- 72% of Millennials
- 66% of the general population
Top reasons consumers watch creator video content:
- DIY tutorials
- Fashion insights
- Food inspiration
- Beauty and personal care tips
- Entertainment
The report summarises findings from the LTK’s national shopper study, which was conducted in December 2024 with 1,021 participants and reflected the US population with 97% confidence via an online panel — and LTK’s social media study, which was conducted in December 2024 with 802 participants and reflected the US population with 97% confidence.
