Influencer Marketing Impact Report


How do influencers and social platforms affect how people consume content, research and buy products, and connect with community and brands?

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We asked 1000 Millennial and Gen Z consumers

What social media platforms do you post on regularly? Where do you consume influencer content? Which social platforms are you most likely to purchase products from? What factors play into your purchase decisions? And more…

The top 5 most used social platforms for consuming influencer content, ranked by all consumers:

1. YouTube

2. TikTok

TikTok Logo

3. Instagram

4. Facebook

5. X

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The consumer behavior evolves heavily on Pandora’s social media channels. We see that most of our community on TikTok and Instagram are interested in snackable content formats; either focusing on storytelling, product or engaging angles. Our community wants to have an interactive exchange and engage with our short-form videos. We offer our consumers a variety of different content formats like trends, viral products, styling, how-to`s and content around what our community loves which gives us the opportunity to share quick content and engaging messages that resonate with our audience. As a result, tailoring our content to this preference led to higher unique reach, high engagement rates and an interactive exchange.

Kristi Bajrami Photo
Kristi Bajrami
Global Influencer Strategy and Creator Lead
at Pandora

The Top 5 most used social platforms for purchasing products, ranked by all consumers:

1. Facebook

2. Instagram

3. YouTube

4. TikTok

5. Pinterest

However, while Meta dominated social commerce, YouTube was ranked #1 for product research (download the report to see the full rankings).


Of consumers are at least somewhat likely to be persuaded to purchase a product from a brand if an influencer they know and trust posts about it.

Unfortunately, even though influencers have the power to drive social commerce, consumers expressed some hesitancy about paying for gated content.

Less than half of all consumers said they would pay for a favorite or trusted social media influencer’s exclusive content.

Learn more about how consumer social media usage and purchase behavior are impacted by influencers.

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