Forget billboards and TV commercials, the real marketing magic is happening on social media, and it’s being driven by influencers. In today’s marketing landscape, influencers have become a central force in shaping consumer behavior. Whether it’s discovering a new product, making a purchase decision, or seeking inspiration for gift-giving, influencers have embedded themselves deeply in the buying journey. This trend has become particularly apparent during major shopping seasons, such as the holidays. Recent research by the American influencer platform Mavely underscores the growing influence of these social media personalities across different generations.
According to a survey conducted by Mavely among 1,000 consumers, more than half (56%) reported that a percentage of the gifts they purchased during the holidays were influenced by an online influencer or creator. The data highlights just how integral influencers are becoming to the decision-making process, particularly during times when consumers are actively searching for new products.
The survey reveals an even stronger influence among younger demographics. A striking 47% of Gen Z participants—individuals born roughly between 1996 and 2009—said they used a gift guide created by an influencer when making a purchasing decision. This trend speaks to the growing trust that this generation places in social media figures who serve as tastemakers and guides.
When taking a closer look at the data, it becomes clear that trust in influencer recommendations varies significantly across age groups. More than one-third (34%) of all respondents reported trusting the gift recommendations of local or micro-influencers, with this figure rising sharply among Gen Z to over 58%. This difference illustrates a generational gap in how consumers perceive and interact with influencers.
Evan Wray, CEO of Mavely, points out, “The data shows that consumers across all demographics are increasingly putting their trust in influencers, but Gen Z is doing so at the highest rate.” The main reason for this, Wray explains, is that Gen Z are “social natives”—the first generation to have grown up with social media as an integral part of their lives. Unlike older generations, who might instinctively turn to Google for product research, Gen Z’s go-to sources are TikTok or Facebook, reflecting the platforms they grew up using.
The way products are marketed and sold has undergone a significant transformation, thanks largely to the rise of social media and influencers. Unlike traditional marketing, which relies on broadcasting messages to as wide an audience as possible, influencer marketing leverages personal connections and trust to shape buying decisions. Influencers—whether they are celebrities, industry experts, or local content creators—have cultivated a level of trust with their audience that brands alone struggle to achieve.
Gen Z’s reliance on influencers is a clear indication that traditional advertising channels are becoming less relevant. This generation prefers authenticity, relatability, and a personal touch—qualities that influencers excel at providing. A simple product review or recommendation from a trusted influencer can carry more weight than a glossy TV commercial or a search engine ad.
Interestingly, the survey shows that micro-influencers—those with smaller but highly engaged audiences—are becoming increasingly important in influencing buying behavior. More than 58% of Gen Z respondents said they trust micro-influencers when it comes to product recommendations. The appeal of micro-influencers lies in their authenticity; they are often seen as more relatable than larger celebrities, and their recommendations come across as genuine and trustworthy.
Brands are taking notice of this trend and are shifting their focus to micro-influencer partnerships as a key marketing strategy. Unlike mega-influencers, micro-influencers often have closer relationships with their audience, leading to higher engagement and more targeted influence. They are seen as “people like us,” which makes their endorsements feel more authentic.
The effectiveness of influencers, especially for Gen Z, can be attributed to several factors:
- Authenticity: Influencers present themselves as relatable individuals rather than corporate entities. This authenticity fosters a sense of trust that traditional ads struggle to achieve.
- Community and Connection: Influencers create a community feel, and followers often feel like they are part of a larger group or movement. This sense of belonging is a powerful driver of consumer behavior.
- Platform Preference: Gen Z’s preference for social media over traditional search engines is also a key reason why influencers hold so much sway. As Evan Wray noted, for Gen Z, social media platforms like TikTok and Facebook are the new search engines—where they turn for information, recommendations, and entertainment.
Brands need to adapt to this changing landscape if they want to remain relevant. Traditional advertising methods are losing effectiveness, especially with younger audiences who demand authenticity and personalized experiences. To connect with these audiences, brands should invest in influencer partnerships—particularly with micro-influencers who have a highly engaged following and the ability to speak directly to niche communities.
Moreover, brands must understand the importance of platform relevance. For Gen Z, platforms like TikTok are not just for entertainment; they are sources of information and shopping inspiration. Brands that fail to leverage these platforms effectively are missing out on valuable opportunities to connect with a highly engaged consumer base.
The role of influencers in today’s marketing ecosystem is only set to grow as social media becomes more deeply embedded in our daily lives. From holiday shopping to everyday purchases, influencers are shaping how consumers discover, evaluate, and buy products. While Gen Z is at the forefront of this movement, other generations are also increasingly relying on influencers for purchasing guidance.
In a world where traditional advertising is losing ground more and more, influencers—particularly micro-influencers—offer a way for brands to connect with consumers on a personal level. They provide the authenticity, relatability, and trust that today’s consumers crave. For brands looking to stay competitive, the message is clear: Embrace influencer marketing, adapt to the platforms your audience prefers, and leverage the power of authenticity to build meaningful relationships with your customers.
Niki Martinov 