LTK, the first and largest influencer marketing platform, today released findings from its 2025 Creator Marketing Trends Report, highlighting the growing influence of creators in shaping consumers habits and the broader consumer experience. In the ever-evolving landscape of commerce, creators have become a cornerstone of consumer trust and inspiration, particularly among Gen Z and Millennials, through building highly-engaged communities. Creators are proven trusted guides in the consumer journey - from driving in-store and online purchases to shaping brand trust and preferences.

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LTK 2025 Creator Marketing Trends Report (Photo: Business Wire)

Creators Earn Unmatched Trust and Build Communities Outside of Social Media Platforms

Creators have cemented themselves as trusted figures for consumers, with a staggering 73% of Gen Z and 57% of Millennials relying on creators for purchase decisions. This trust is not built overnight but cultivated through ongoing relationships with their communities.

• Community is Key: Building a relationship with followers is pivotal for creators to gain and maintain trust. However, as social media platforms prioritize interest-based feeds, 74% of consumers believe social media has lost the social aspect and 50% of Gen Z and Millennials are exploring alternative spaces for community engagement. Recognizing this shift, LTK has invested in tools and features to bolster community connections on the platform.
• Trust Builds Over Time: 30% of Gen Z and Millennials have purchased a product after seeing it posted by a creator once, with the likelihood increasing to 40% after repeated posts.

Creator Endorsements Elevate Brand Trust

Brands benefit immensely from creator endorsements:

• 57% of Millennials and 64% of Gen Z report increased trust in a brand or product when recommended by a creator.
• Among LTK consumers, this trust skyrockets to 84%, marking a 64% lift compared to the general population.

Because of the bond creators have made with their followers - consumers are eager to engage with creator content beyond traditional social media platforms. Ranked in order, Gen Z and Millennials want to see creators:

• On TV
• In stores, with 50% of Millennials and 66% of Gen Z making in-store purchases based on creator recommendations. This number jumps to 80% among LTK consumers.
• Through search engines
• On podcasts
• Via display advertising

Social Shopping Here to Stay

Mobile shopping continues to dominate, with 70% of Gen Z and Millennials preferring this mode. Social shopping remains integral to the process:

• 64% of Gen Z and Millennials have made purchases based on creator recommendations.

Creators are the driving force behind consumer trends, with 65% of the general population, 78% of Millennials, 91% of Gen Z, and an impressive 94% of LTK shoppers looking to creators for the latest trends. When searching for products, consumers now prioritize creators over traditional search engines.

Creator Content is Preferred User Generated Content

Creators have become the number one source for user generated content (UGC) for brands. 84% of consumers trust brands more when they see creator content demoing and reviewing products on a brand’s website.

Video: The Preferred Way to Engage

Video content reigns supreme as the most engaging format for creator communities. A significant majority of consumers prefer video:

• 76% of Gen Z
• 72% of Millennials
• 66% of the general population

Top reasons consumers watch creator video content:

• DIY tutorials
• Fashion insights
• Food inspiration
• Beauty and personal care tips
• Entertainment

For LTK’s full Creator Marketing Trends Report, please visit https://company.shopltk.com/creator-marketing-trends-report.

The report summarizes findings from the LTK’s national shopper study, which was conducted in December 2024 with 1,021 participants and reflected the US population with 97% confidence via an online panel — and LTK’s social media study, which was conducted in December 2024 with 802 participants and reflected the US population with 97% confidence.

To learn more about the LTK Brand Platform, please visit LTK Brand Central.

About LTK

As the inventor of Creator Commerce, LTK is the trusted platform for creators and their businesses by powering and monetizing the connection between content and commerce. Founded in 2011 by Amber and Baxter Box, the LTK mission is to empower creators to be as economically successful as possible. LTK has over 70 patent assets for its innovative technology solutions that have pioneered an industry. Premium lifestyle creators in 150+ countries drive more than $5 billion in annual retail sales through the LTK platform. Today, 40 million monthly consumers turn to LTK Creators in the LTK shopping platform to find inspiration and instantly shop the styles recommended by their favorite creators. More than 8,000 retailers partner with LTK to gain access to its global creator network for content that converts against cross-channel KPIs. LTK is the connection between creators and brands - driving more than 55,000 brand collaborations annually. LTK is headquartered in Dallas, TX and currently operates on five continents. To download the LTK shopping app, search for LTK in the App Store or Google Play.

For the latest updates from LTK, follow Shop.LTK on TikTok and Instagram, and LTK on LinkedIn.

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