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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.
Creator recommendations increase brand trust
Brands benefit immensely from creator referrals:
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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:
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:
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:
Top reasons why consumers watch video content from creators:
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.