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Influencer marketing continues to gain momentum as social media becomes an increasingly powerful force in consumer decision-making. New CivicScience data reveals that 20% of U.S. adults have purchased a product or service based on an influencer or blogger’s recommendation – a significant jump from 2020, when only 13% reported doing so. Additionally, the percentage of Americans who follow at least one content creator has increased since 2023, from 41% to 43% today. With its growing influence on consumer behavior, CivicScience explored the evolving role of influencer marketing and its impact today.
Join the Conversation: Do you follow any social media influencers?
Which demographics are most influenced?
Among social media users who follow influencers, Gen Z aged 18-29 is unsurprisingly most likely to be influenced, as well as women and middle-income households earning $50K-$100K. CivicScience data also reveal that certain demographics are more influenced by social media influencers than others, including:
Which social media platform wields the strongest influence?
CivicScience data also highlight which social media platforms have the most influence on purchasing decisions. Among users who engage with each platform at least once a week, Pinterest, X (formerly Twitter), and Snapchat users are the most likely to have bought a product based on an influencer’s recommendation. In contrast, Facebook users are the least likely to be influenced by social media endorsements.
Answer our Poll: How often do you follow trends on TikTok?
As influencer marketing continues to evolve, its growing impact on consumer behavior is undeniable. The data suggest that certain demographics and platforms play a more significant role in driving purchasing decisions, signaling opportunities for brands to refine their strategies. Understanding these trends will be key for businesses looking to connect with consumers in an increasingly digital and influencer-driven marketplace.
