Power of Creators in Consumer Trust and Shaping Trends

LTKthe first and largest influencer marketing platform, has published the results from its 2025 Creator Marketing Trends Report, which highlights the growing influence of creators in shaping consumer habits and experience wider than consumers. 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 in the consumer journey – from guiding in-store and online purchases to shaping brand trust and preferences.

Creators gain unparalleled trust and build communities outside of social media platforms
Creators have cemented themselves as trusted figures for consumers, with a staggering 73% of Gen Z and 57% of Millennials relying on creators for purchasing decisions. This trust is not built overnight, but cultivated through ongoing relationships with their communities.

• Community is Key: Building a relationship with followers is pivotal for creators to gain and maintain trust. However, as social media platforms prioritize interest-based feeding, 74% of consumers believe social media has lost the social aspect and 50% of Gen Z and Millennials are exploring alternative areas for community engagement. Recognizing this shift, LTK has invested in tools and features to strengthen community connections on the platform.
• Trust develops over time: 30% of Gen Z and Millennials have bought a product after seeing it posted by a creator once, with the probability increasing to 40% after repeated posts.

Creators endorsement Raise brand trust
Brands benefit immensely from the endorsement of creators:

• 57% of Millennials and 64% of Gen Z have increased trust in a brand or product when it is recommended by a creator.
• Among LTK consumers, this confidence drops to 84%, marking a rise of 64% compared to the general population.

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Because of the connections creators have made with their followers – consumers are eager to engage with creator content beyond traditional social media platforms. Ranked in order, Gen Z and Millennials want to see creators:

• There is a TV
• In stores, with 50% of Millennials and 66% of Gen Z making in-store purchases based on the recommendations of creators. This number jumps to 80% among LTK consumers.
• Through search engines
• On the podcasts
• Via display advertising

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

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

Designers are the driving force behind consumer trends, with 65% of the general population, 78% of Millennials, 91% of Gen Z, and an impressive 94% of LTK shoppers looking to designers for the latest trends . When searching for products, consumers now prioritize creators over traditional search engines.

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Creator Content is User Generated Favorite content
Creators have become the primary source for user-generated content (UGC) for brands. 84% of consumers trust brands more when they see creator content showcasing and reviewing products on a brand’s website.

Video: The preferred way to engage
Video content reigns supreme as the most interesting format for creator communities. Most consumers prefer video:

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

Top Reasons Consumers Watch Creator Video Content:

• DIY tutorials
• Fashion insights
• Food inspirations
• Beauty and personal care tips
• entertainment

The report summarizes the results of LTK’s national purchase study, which was conducted in December 2024 with 1,021 participants and reflects the US population with 97% confidence via an online panel – and the study of social media of LTK, which was conducted in December 2024 with 802 participants and reflects the US population with 97% confidence.