Key stat: 34% of social media users would be more likely to purchase products based on creator recommendations if those reviews appeared more authentic and included negative reviews, a March 2025 impact.com and EMARKETER survey found.

Beyond the chart:

• 56% of social users who made a purchase after seeing creator content did so directly through the platform's marketplace, like TikTok Shop, according to a March 2025 impact.com and EMARKETER survey.
• 11% of those who purchased did so during a livestreamed shopping event hosted by the creator, according to the same survey.

Use this chart: Creators are unlocking a whole new world for brands looking to drive awareness and purchases. The top purchasing behaviors and preferences here chart the new rules of the road when launching creator-led campaigns.

Related EMARKETER reports:

• Social Video 2025 (EMARKETER subscription required)
• US Creator Economy 2025 (EMARKETER subscription required)

Methodology: Data is from the March 2025 impact.com and EMARKETER Survey "Global Creator Commerce Study." 4,500 social media users ages 18+ in 8 countries worldwide were surveyed during March 2025. 1,000 were in the US, and 500 each were surveyed in Australia, Canada, China, France, Italy, Singapore, and the UK. Quotas were set to be representative for age and gender.