Gen Z buys what creators recommend: the stats brands need
Creator content is now the second biggest product discovery channel for Gen Z, trailing online search by just 4 percentage points. That gap is closing fast, and the purchase data behind it is hard to ignore.
The Numbers
According to a survey covered by NetInfluencer, 33% of Gen Z discover products through creator posts. Of that group, 67% made a purchase in the past year because an influencer endorsed it. Separate data from Later puts social commerce conversion higher still: 79% of Gen Z shoppers and 76% of Millennials bought something they first found on social media.
Across all generations, 66% of shoppers have purchased a product discovered on social media.
Small Accounts Convert as Well as Large Ones
Follower count does not predict conversion. Buyers weigh honesty and evidence of actual product use above popularity. That means a niche creator with a tight, trusting audience can drive sales as reliably as a celebrity endorsement.
Trust in influencers among Gen Z and Millennials has risen 13 points since 2019, while trust in friends and family fell over the same period. The gap between the two trust levels narrowed from 33 points to 15.
The Operator Takeaway
If you sell a product and you’re allocating all your discovery budget to paid search, this data argues for rebalancing. A relationship with a small, on-topic creator in your niche may deliver comparable conversion at a lower cost than a broad keyword campaign. The trust transfer is already happening whether you participate or not.
I’m founder of BizStack at Cagri Sarigoz LLC and a passionate advocate for entrepreneurs.
With over 14 years in tech, marketing, and AI, including my role as Head of SEO at CitizenShipper and co-founder of TaleBot at Intale AI, I’m dedicated to sharing genuine, useful product insights and tips.
At BizStack, I aim to cut through the digital noise to provide clear, actionable advice.
And more than all else, I’m a father to a (always) little girl and a husband.
Contact me at [email protected] for assistance.
