How Consumers Are Changing Their Behavior in the Influencer Era
The way people discover and buy products has changed more in the past five years than in the previous twenty. Today’s consumers scroll, engage, and shop in one continuous loop, with influencers acting as the bridge between inspiration and purchase.
In our research, we’ve realized how much people’s behavior has evolved, and what that means for brands.
1. Discovery Starts on Social
For many consumers, the feed has replaced the search bar. Recent studies show that nearly one in three people have purchased a brand they first discovered on social media.[1] Even more striking, over 80% of consumers say they’ve made at least one influencer-inspired purchase in the past year.[2]
Brands’ first impression is no longer their websites, it’s the creator’s post. Brands must empower creators to own the entire journey, building content that seamlessly guides users from initial curiosity to final conversion without having to leave their current media environment.
2. Trust Has Shifted to Real People
Consumers increasingly trust relatable creators over polished ads. Research shows that roughly two-thirds of buyers rank authenticity and transparency as the most important traits in influencer content.[3] They want to see creators who genuinely use what they promote, not just hold it up for a paycheck.
3. Reviews & Proof Rule the Purchase Path
Modern shoppers rely on peer validation. Data indicates that around 60% of consumers consider product reviews the most persuasive form of influencer content, and younger buyers often share feedback directly with creators after purchasing.[4] The result is a feedback cycle: creators inspire discovery- followers purchase- reviews reinforce credibility.
The Link Influence Insight: Integrate user reviews, creator testimonials, and UGC into your influencer campaigns to keep that trust loop alive.
4. Content Has Become Commerce
The line between entertainment and e-commerce has disappeared. Brands that merge influencer and affiliate efforts are seeing sales lifts of more than 40% compared with standalone campaigns.[5]
Across industries, creators are no longer just storytellers, they’re sales channels. Even major platforms attribute billions in EMV (earned media value) to creator-driven engagement.[6]
5. Communities Are the New Audiences
The influencer economy is growing fast, the market is expected to surpass $30 billion globally in the next year, but it’s also splintering.[7]
Consumers now gather in small, interest-based communities led by micro and nano influencers. These creators have smaller followings but stronger bonds and higher engagement.
6. Metrics Are Evolving With Consumers
Consumers have grown smarter about what they engage with. They reward brands that educate, entertain, or solve real problems, not just advertise. As a result, marketers are replacing vanity metrics with performance indicators like CTRs, conversions, and brand lift.[8]
7. The Human Element Still Wins in an AI World
AI tools now help brands identify influencers, predict engagement, and analyze sentiment.
But even as virtual creators rise, audiences still crave a human touch. People trust voices that feel real, and they can tell the difference.[9]
The Link Influence Takeaway
Consumers today are co-creators in the buying journey. They discover in the feed, decide through trust, and purchase without leaving the platform. Brands that thrive in this environment will do three things well.
Partner with creators who align with their values.
Integrate commerce directly into influencer content.
Measure real outcomes, not empty reach.
In the influencer era, your brand’s most powerful salesperson isn’t behind a counter, it’s already in someone’s camera roll.
References
McKinsey & Co., Digital Consumers and Social Commerce, 2025
Sprout Social, Influencer Marketing Report 2025
Edelman Trust Barometer 2025
Sprout Social Data on Review Behavior 202
Impact Data Report on Affiliate and Influencer Integration 2025
CreatorIQ Earned Media Value Rankings 2025
Influencer Marketing Hub Industry Benchmark 2025
Industry Performance Metrics Survey 2025
LinkedIn Research on AI and Virtual Influencers 2026