Social Media Advertising: The New Norm in Shopping Habits

With the rise of social media, it’s no secret that online advertising has become a staple in our daily lives. A new report from research firm EMARKETER reveals that social shoppers are more likely than ever to make purchases driven by content from creators and influencers on various platforms.

The study, which surveyed 1,207 people who have made or been inspired to make a purchase from social media platforms in the past year, found that 85.6% of social shoppers who cited Snapchat content as leading to a purchase also credited a creator or influencer with inspiring their purchase. What’s more, Snapchat was found to be the most influential platform in creator-driven shopping, beating out TikTok and Instagram.

While it may come as no surprise that younger generations, particularly Gen Z shoppers (aged 15 to 26), are most susceptible to influencer marketing, the report also found that 82% of this age group made a purchase due to a creator. In contrast, baby boomer shoppers were least likely to make a purchase inspired by creators, with just over 18% responding positively to the prompt.

The report’s findings confirm that social media has become an integral part of shopping habits, with consumers using platforms like Snapchat, TikTok, and Instagram to discover new products and connect with brands. As marketers continue to adapt to changing consumer behaviors, the key takeaway from this study is that creators and influencers can play a significant role in driving sales and conversions.