Creator management platform Grin, in its 2025 Modern Consumer Survey, found two-thirds of consumers make a purchase through social media at least once a month, and 22% have bought more than 10 items via that channel during the past year.
When it’s time to buy, 61% of consumers responding to the Grin survey said they prefer to purchase directly through social media apps, with Gen Z being most likely at 72%.
Respondents were more likely to click “buy” when engaging creators offering exclusive discounts and affiliate codes, with 57% of consumers using them to score deals, according to Grin. Moreover, 42% of consumers are more likely to complete a purchase when a creator offers a promo code.
When researching a product, according to Grin, consumers tap influencers to see the merchandise in action, with two-thirds purchasing the item because an influencer recommended it. More than half of respondents find influencer recommendations nearly as trustworthy as recommendations from family and friends, Grin added, which provides evidence that influencers are having a significant impact on purchasing decisions, particularly among younger consumers.
Consumers are twice as likely to trust a review from a creator who purchased the product themselves versus those doing a paid partnership, Grin pointed out. As such, brands should partner with creators who genuinely love their products and build long-term relationships with such influencers, the company noted.
Still, product reviews remain important, with 43% of consumers citing them as their top buying influence, according to Grin.
