Sprout Social. (2025).

Sprout Social.

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This consumer-focused report highlights how influencer marketing has transformed shopping behaviors across demographics. Although only 16% of consumers explicitly acknowledge influencers as their top buying driver, actual behaviors reveal stronger influence: nearly half (49%) make purchases monthly due to influencer posts, and 86% purchase at least once annually. This suggests consumers underestimate the impact of influencer marketing on decision-making.

Buying behavior correlates with generational and frequency patterns. Frequent buyers—largely Millennials and Gen Z—value posting frequency (58%) and follower count (42%) more than authenticity (21%). In contrast, older and less frequent buyers prioritize authenticity (58–64%) and alignment with personal values. Trust levels are steady overall, but growing among younger consumers and frequent buyers, who trust influencers nearly twice as much as occasional buyers. De-influencing trends are noted, but they reinforce transparency rather than diminish trust.

Content qualities driving conversions include genuine reviews (64%), discount codes (55%), and reinforcement via multiple influencers promoting the same product (26%). Additionally, consumers are integrating influencers into feedback loops: 62% of frequent buyers and 41% of Gen Z are more likely to share product feedback with influencers rather than brands directly. This positions influencers as intermediaries in customer experience management.

The report concludes that influencer marketing is a full-funnel driver, not just an awareness tactic. For practitioners, it emphasizes reallocating resources toward influencer programs, integrating influencer data into revenue attribution, and leveraging influencers as extensions of customer care and product insight.