The Influence of Influencers on Product Choice

The number of Americans who have been coaxed by an influencer or a celebrity endorsement to buy a product is rising. In a survey by Statista Consumer Insights of more than 1,000 U.S. respondents, the most popular way to carry out such purchases was via a link in a YouTube video description – a tried and tested way for creators to peddle their own or sponsored products. Almost as popular is buying a product after seeing a TikTok video. The social media platform in 2023 launched its own in-app shop, making it easier for influencers and brands to list curated products.

On Instagram, products advertised via Stories are a little more popular than those presented in regular posts on the feed, but the difference is small. For TikTok, the stories features hasn't caught on as much as a sales tool, with only 17 percent of consumers mentioning purchases via TikTok stories or TikTok Now as opposed to 28 percent saying the same about regular TikTok videos. Also popular is the Amazon Storefront, which provides a free and customizable landing page for influencers and other sellers on Amazon to present products.

Americans were most likely to say that influencers had made them try a new restaurant or food – not always a direct purchase from the creator as unpaid and paid restaurant recommendations as well as product sales and recipe tips are all popular among food influencers. A product was purchased upon recommendation from a creator, however, for 29 percent of respondents in the survey. 19 percent said they tried out a new routine because of an influencer – again, not always a purchase, but likely an effective tool to turn viewers into customers further down the line. While 15 percent said they had booked a travel experience due to creator, 14 percent mentioned attending an event.