In today’s fast-paced world of commerce, creators are leading a revolution in how consumers shop, engage with brands, and build trust. LTK, the largest influencer marketing platform, has just released its 2025 Creator Marketing Trends Report, and the findings showcase the undeniable impact of creators on the modern consumer experience. Let’s dive into how creators are shaping the future of commerce, particularly for Gen Z and Millennials.
Building Trust and Community Goes Beyond Social Media
Creators have become the trusted guides of the consumer journey, with 73% of Gen Z and 57% of Millennials relying on them for purchase decisions. This trust isn’t instantaneous; it’s cultivated through consistent and meaningful relationships with their communities. As social media platforms shift, however, toward interest-based feeds, 74% of consumers feel that social media has lost its social element. As a result, half of Gen Z and Millennials are exploring alternative spaces to connect.
Recognizing this shift, LTK has invested in tools and features that prioritize community engagement. The platform aims to help creators maintain the trust they’ve built over time—a critical factor given that repeated exposure to a product recommendation increases the likelihood of a purchase from 30% to 40% among these demographics.
Why Creator Endorsement Drive Brand Success
The bond creators share with their followers translates into heightened brand trust. According to the report, 57% of Millennials and 64% of Gen Z trust a brand or product more when recommended by a creator. Among LTK consumers, this number surges to an impressive 84%, demonstrating the significant advantage creator endorsements offer.
Creators’ influence isn’t confined to social media. Gen Z and Millennials want to see creators represented across various platforms, including TV, search engines, podcasts, and even in stores. In fact, 50% of Millennials and 66% of Gen Z have made in-store purchases based on creator recommendations. Among LTK users, this number skyrockets to 80%.
The Enduring Power of Social Shopping
Mobile shopping continues to dominate, with 70% of Gen Z and Millennials favoring this mode. Social shopping remains central to their purchasing behavior, with 64% having made purchases based on creator recommendations. Moreover, creators are now the go-to source for staying on top of trends. A striking 65% of the general population, 78% of Millennials, and 91% of Gen Z turn to creators for the latest trends. For LTK shoppers, this figure reaches an extraordinary 94%.
Interestingly, consumers are now prioritizing creator content over traditional search engines when looking for products, highlighting a major shift in the way people shop and discover brands.
The Rise of Creator-Generated Content
Creators have also become the top source of user-generated content (UGC) for brands. A staggering 84% of consumers trust brands more when they see creators demoing and reviewing products on a brand’s website. This authentic, relatable content fosters confidence in purchase decisions and strengthens the consumer-brand relationship.
Why Video Content is Dominating Creator Communities
Video content continues to reign supreme as the most engaging format for creator communities. The report reveals that 76% of Gen Z, 72% of Millennials, and 66% of the general population prefer video. Consumers are especially drawn to creator videos for DIY tutorials, fashion insights, food inspiration, beauty tips, and entertainment.
Key Takeaways From LTK's Report
Creators are transforming the way consumers shop and engage with brands. From building trust and fostering community to driving purchasing decisions across platforms, they have become key influencers in modern commerce. Highlights from LTK’s report include:
73% of Gen Z and 57% of Millennials rely on creators for purchase decisions.
Creator endorsements significantly boost brand trust, especially among LTK users.
Mobile and social shopping remain dominant, with creators leading the way in trend discovery.
Authentic creator content, especially video, strengthens consumer confidence and engagement.
The 2025 Creator Marketing Trends Report highlights how creators are reshaping the consumer landscape. By building trust, fostering community, and driving purchasing decisions across multiple platforms, creators are becoming indispensable in modern commerce. For brands looking to connect with Gen Z and Millennials, partnering with creators is no longer optional—it’s essential. As creators continue to shape consumer behavior, brands must embrace their influence to remain relevant and successful in the evolving marketplace.
For LTK’s full Creator Marketing Trends Report, please visit their website.