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Creator Trust Beats Traditional Advertising In Driving Consumer Purchase Behavior, LTK Study Finds

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Creator Trust Beats Traditional Advertising In Driving Consumer Purchase Behavior, LTK Study Finds

Trust in creator recommendations outpaces traditional advertising and celebrity endorsements among younger consumers, according to new research from creator commerce platform LTK. The company’s 2025 Shopper Study, conducted in December 2024, surveyed 1,021 LTK users and revealed shifting patterns in how trust influences purchasing decisions.

Trust Metrics Shape Purchase Decisions

The research shows that 84% of respondents trust brands more when creators demonstrate and review products on their websites. Among Gen Z and Millennial consumers, creator recommendations rank first in trusted sources for purchase decisions, followed by traditional advertising and celebrity endorsements.

The trust metrics vary by demographic segment, with Gen Z showing 64% trust in creator recommendations compared to Millennials at 57%. This trust translates directly to sales: the study identifies a progression in trust-based purchasing, with 30% of Gen Z and Millennial consumers making purchases after seeing a creator’s first post about a product, while 40% convert after multiple creator posts about the same item. 

For LTK platform users specifically, 91% report being more likely to try new products or brands after seeing creator content, indicating a strong correlation between creator trust and purchase intent.

Creator Trust Beats Traditional Advertising In Driving Consumer Purchase Behavior, LTK Study Finds


Source: LTK

Creator Content Versus Traditional Marketing

LTK users trust creator-generated content more than traditional brand messaging and user-generated content (UGC). When ranking the most compelling imagery for purchase decisions, consumers place creators first, followed by brand imagery in second place and traditional UGC in third.

The platform’s data indicates that creator content drives higher engagement rates than traditional advertising, with 84% of users reporting they trust brands more with creators demonstrating and reviewing products. This preference extends to product discovery, where creators rank as the second most important source after brand websites but ahead of retail websites and search engines

The research also shows that consumers find creator content more authentic and relatable than traditional brand messaging, with 89% of brands now using AI to identify and message creators for marketing purposes.

Cross-Channel Trust Impact

The research indicates that creator trust extends beyond social platforms. Among LTK users, 80% report making in-store purchases based on creator recommendations, compared to 66% of Gen Z consumers and 50% of Millennials overall. 

The study reveals that consumers actively seek creator content across multiple channels, including television, retail locations, search engines, and podcasts. The cross-channel impact is particularly strong in specific categories, with fashion, beauty/personal care, and DIY content showing the highest conversion rates from viewing to purchase. 

The data shows that 74% of consumers feel social media is “no longer social,” leading to increased trust in creator recommendations across other platforms. The study finds that 50% of Gen Z and Millennials now seek community outside of traditional social media, making creator trust more important across diverse channels.

Creator Trust Beats Traditional Advertising In Driving Consumer Purchase Behavior, LTK Study Finds


Source: LTK

Demographics and Platform Usage

The platform reports reaching 38% of all Gen Z and Millennial consumers, along with 25% of adult women in the United States. Among LTK users, 71% conduct the majority of their shopping online, with 72% primarily shopping via mobile devices, representing a 10% year-over-year increase in mobile shopping behavior.

The demographic analysis reveals that LTK users are predominantly early majority consumers with higher education levels and typically earn $100,000+ in annual income. 

Mobile usage shows significant growth, with Gen Z and Millennials demonstrating a 5% year-over-year increase in mobile shopping, while LTK users show a 10% increase. The platform reports that these users are highly influential in their communities and typically make purchase decisions immediately after seeing creator posts.

Research Methodology

LTK’s findings combine results from two studies: the LTK Consumer Study, involving 1,021 participants, and the LTK Social Media Study, with 802 participants, both conducted in December 2024. The company reports a 97% confidence level in reflecting U.S. population demographics. Additional insights come from the LTK Northwestern CMO Study, which surveyed 185 marketing decision-makers in August 2024.

Get the full findings here.

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Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.

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