But high shares of shoppers of many ages and on most platforms also bought from creator content.

The exceptions, again, were Facebook and baby boomer shoppers.

• Snapchat beat both TikTok and Instagram in creator-driven shopping. In our survey, 85.6% of social shoppers who said Snapchat content led them to make a purchase also said they had made a purchase because of creator or influencer content. Those shoppers may have seen that content elsewhere, but it’s likely that at least some saw it on Snapchat. This indicates a growing opportunity for brands on the platform, especially as it leans further into creators and branded content.
• Creators were most effective at getting Gen Zers to make a purchase. Our survey found that 82.0% of 15-to-26-year-old shoppers (who are also heavy Snapchat users) had bought something because of creator or influencer content, compared with 18.8% of baby boomer shoppers. While that’s not surprising, the relatively high rate of creator-driven purchases among Gen X shoppers (40.8%) may be.
• Facebook had the lowest rate of creator-driven shopping. Without Facebook, the share of social shoppers who made a purchase because of creator or influencer content was over 10 percentage points higher, at 61.0%. That can be explained by the relatively mature age of Facebook shoppers and the high prevalence of shopping on Facebook Marketplace, which is primarily a C2C shopping destination.

How we define “creator-driven shopping”

Our definition includes social shoppers who said they made a purchase after seeing or because of social media content produced by a creator, influencer, or celebrity influencer.

Shoppers on a specific platform who were influenced to make a purchase from creator content did not have to see that content on the same platform. For example, an Instagram shopper may have been inspired to make a purchase from creator content seen on TikTok or vice versa.

Read the full report, US Creator-Driven Commerce 2024.