Our exclusive primary research survey reveals which platforms US social media users feel most comfortable buying on, and why trust is essential for the future growth of social commerce.

Lower receptivity to advertising on social could indicate a deficiency of trust. According to a January 2021 YouGov survey that asked which advertising types are deemed trustworthy, US adults were least likely to cite social media advertising. Just 19% said they find ads on social media either very or somewhat trustworthy. Consumers in other global markets had higher levels of trust.

Word of mouth trumps advertising: Intuit’s TurboTax massive deceptive ad settlement reflects a growing lack of trust consumers have in advertising.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss polarization on Facebook, whether kids spend more time on TikTok or YouTube, how much people trust influencers, Facebook trying to make TV social, out-of-home advertising in Q1, podcast ad skipping, pyramids where they shouldn't be and more.

Global marketers are set to increase social spend 53% in the next year. It will be increasingly important for marketers to understand how to navigate the complex influencer landscape to build authentic consumer connections.

Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.

TikTok has essentially become a breeding ground for micro-, nano-, and niche influencers who have small but loyal and engaged followings. These creators tend to be viewed by their followers as peers, which makes users more likely to trust and take action based on their recommendations.

Move over, celebrities and mega-influencers. Creators with smaller followings will be the strategic play in the influencer marketing world in 2022. Consumers view nano- and micro-influencers as “people like me,” which makes them more likely to trust and take action based on their recommendations.

Influencer marketing remains both fascinating and frustrating for marketers. In this report, 16 creators share how they work with brands and how they view their role in the path to purchase.

Move over, celebrities and mega-influencers. Creators with smaller followings will be the strategic play in the influencer marketing world in 2022.

For our new report “Influencer Marketing and the Path to Purchase,” we spoke with a number of social media influencers to find out what brand partnerships look like from their perspective. They shared insights on what creative collaboration looks like, how to engage their followers, and what they do to measure the performance of their content.

Our Take: Gen Zers, skeptical of marketing messages and social media spin, tend to look to the people they trust for cues. Family and friends are most trusted, but they will also be convinced by reviewers and influencers who they perceive as credible.

Trust is paramount: “The risks of live content are high,” said Nicholas Vincent DiSanto, vice president of influencer platform Activate by Impact. “So, you must choose an influencer you trust. That's really the fundamental first component, and it influences all the subsequent decision-making.”.