The path to purchase from social media isn’t always linear, but creators play a critical role in getting shoppers to convert. Our survey of US social shoppers unearthed key insights into how creators, influencers, and celebrity influencers are driving purchases from social media.

Key Question: How important are creators and influencers in social shoppers’ path to purchase?

Key Stat: Creator, influencer, and celebrity influencer content led roughly half (49.5%) of US social shoppers to make a purchase.