Power of Creators in Consumer Trust and Shaping Trends

LTKthe first and largest platform for influencer marketing, released findings from its Creator Marketing Trends Report 2025, which highlights the growing influence of creators in shaping consumer habits and the broader consumer experience. In the ever-evolving commerce landscape, creators have become a cornerstone of consumer trust and inspiration, especially among Gen Z and Millennials, by building highly engaged communities. Creators are proven trusted guides along the consumer journey – from driving in-store and online purchases to building brand trust and preference.

Creators gain unparalleled trust and build communities beyond social media platforms
Creators have established themselves as trusted figures for consumers, with 73% of Gen Z and 57% of Millennials relying on authors to make purchasing decisions. This trust is not built overnight, but cultivated through lasting relationships with their communities.

• Community is key: Building a relationship with followers is key for creators to gain and maintain trust. As social media platforms favor interest-based sources, 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. LTK recognizes this shift and is investing in tools and features to strengthen community connections on the platform.
• Trust is built over time: 30% of Gen Z and Millennials have purchased a product after seeing it once by an author, with the likelihood increasing to 40% after repeated posts.

Creator recommendations increase brand trust
Brands benefit immensely from creator referrals:

• 57% of Millennials and 64% of Gen Z report increased trust in a brand or product when the creator recommends it.
• Among LTK consumers, this trust skyrocketed to 84%, a 64% increase compared to the general population.

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Because of the bond creators have created with their followers, consumers are eager to engage with creators’ content outside of traditional social media platforms. Gen Z and Millennials ranked in order they want to see authors:

• There is a TV
• In stores, with 50% of millennials and 66% of Gen Z shopping in-store based on creator recommendations. That number jumps to 80% among LTK consumers.
• Through search engines
• On podcasts
• Through display advertising

Social shopping here
Mobile shopping continues to dominate, with 70% of Gen Z and Millennials preferring this mode. Social shopping remains an integral part of the process:

• 64% of Gen Z and Millennials have made purchases based on creator recommendations.

Creators are driving 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 prefer creators over traditional search engines.

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Creator content is user-generated preferred content
Creators have become the number one source of user-generated content (UGC) for brands. 84% of consumers trust brands more when they see creator content featured and reviewing products on brand websites.

Video: Preferred way of connection
Video content reigns supreme as the most engaging format for creator communities. The vast majority of consumers prefer video:

• 76% Gen Z
• 72% of millennials
• 66% of the general population

Top reasons why consumers watch video content from creators:

• DIY tutorials
• Fashion observations
• Food inspiration
• Tips for beauty and personal care
• Entertainment

The report summarizes findings from the LTK National Shopping Study, conducted in December 2024 with 1,021 participants and reflecting the US population with 97% confidence via an online panel – and the LTK Social Media Study, conducted in December 2024 with 802 participants, reflecting the US population with 97% confidence.