LTK, the largest and first influencer marketing platform, has unveiled insights from its 2025 Creator Marketing Trends Report. This report emphasizes the growing influence of creators in shaping consumer habits and experiences. Creators are now recognized as key figures in building consumer trust, particularly among Gen Z and Millennials. By fostering highly engaged communities, creators serve as trusted guides throughout the consumer journey, driving both online and in-store purchases while shaping brand trust and preferences.
Creators Build Trust Through Community Engagement
Creators have gained a significant level of trust among consumers. According to the report, 73% of Gen Z and 57% of Millennials rely on creators when making purchase decisions. This trust is not instantaneous but grows over time, built through ongoing interactions between creators and their communities.
The Importance of Community
For creators, building and nurturing relationships with followers is essential to gaining and maintaining trust. However, as social media platforms continue to prioritize interest-based feeds, 74% of consumers believe that social media has lost its original social aspect. Moreover, 50% of both Gen Z and Millennials are exploring new spaces for community engagement. In response to these shifting dynamics, LTK has invested in features and tools to enhance community interactions on its platform.
The report highlights that 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 exposure to the product through creator content.
Creator Endorsements Boost Brand Trust
Endorsements from creators can significantly elevate brand trust. The report reveals that 57% of Millennials and 64% of Gen Z say they have increased trust in a brand or product when recommended by a creator. The trust among LTK consumers is even higher—84%, a 64% increase compared to the general population. The deep bond creators have forged with their followers means that consumers are eager to engage with creator content beyond traditional social media platforms.
The report identifies where consumers most want to see creator content:
- On TV
- In stores (50% of Millennials and 66% of Gen Z make in-store purchases based on creator recommendations, with LTK consumers seeing this number jump to 80%)
- Through search engines
- On podcasts
- Via display advertising
Social Shopping Is Here to Stay
Mobile shopping continues to lead, with 70% of Gen Z and Millennials preferring to shop via mobile devices. Social shopping, in particular, remains integral to their purchasing decisions. According to the report, 64% of Gen Z and Millennials have made purchases based on creator recommendations.
Creators are also a driving force behind consumer trends. When it comes to finding new products, 65% of the general population, 78% of Millennials, 91% of Gen Z, and a remarkable 94% of LTK shoppers turn to creators for the latest trends, making them more influential than traditional search engines.
Creator Content as the Top Source of User-Generated Content
Creators have emerged as the number one source of user-generated content (UGC) for brands. According to the report, 84% of consumers say they trust brands more when they see creator content showcasing or reviewing products on a brand’s website.
Video Remains the Most Engaging Format
Video content continues to be the most engaging format for creator communities. A significant portion of consumers prefer video, with 76% of Gen Z, 72% of Millennials, and 66% of the general population choosing video content as their preferred format. The top reasons for watching creator video content include:
- DIY tutorials
- Fashion insights
- Food inspiration
- Beauty and personal care tips
- Entertainment
Key Insights from the LTK 2025 Creator Marketing Trends Report
The LTK 2025 Creator Marketing Trends Report sheds light on the evolving landscape of influencer marketing and highlights the growing significance of creators in building consumer trust and driving purchasing decisions. As consumers increasingly seek authentic recommendations, creators play a pivotal role in shaping trends, fostering deeper connections with their communities, and elevating brand perceptions.
This report underscores the continuing shift in how consumers interact with content and commerce. As mobile shopping and social shopping continue to dominate, creators’ influence grows, providing consumers with inspiration and guidance as they make purchasing decisions. Their endorsements are seen as more trustworthy than traditional advertising, and the impact of creator-driven trends is more substantial than ever before.
The findings from the LTK report suggest that brands and retailers must adapt to the changing landscape by collaborating with creators to build trust, drive sales, and connect with their target audiences. Creator-driven content, particularly video, is vital for engaging with consumers and remaining relevant in an increasingly competitive market.
About LTK
Founded in 2011 by Amber and Baxter Box, LTK is the leading platform for creators, empowering them to monetize their content and build profitable businesses. LTK’s mission is to make creators as economically successful as possible by connecting them with brands and retailers. The company operates in over 150 countries, with more than 40 million monthly consumers engaging with LTK’s creator-driven shopping platform. LTK has 70+ patent assets, pioneering the influencer marketing industry and driving over $5 billion in annual retail sales through its platform.
LTK continues to lead the way in creator commerce, supporting over 8,000 retailers and facilitating more than 55,000 brand collaborations annually. Based in Dallas, Texas, LTK operates globally, providing creators with the tools and support they need to succeed in an ever-changing digital landscape.
For more information about the 2025 Creator Marketing Trends Report and LTK’s innovative platform, visit LTK’s official website.
Read more: LTK Unveils 2025 Creator Marketing Trends: Creators’ Impact on Trust and Trends
