CREATORS NOW RIVAL SEARCH FOR GEN Z PRODUCT DISCOVERY

Summary from the TLDR Marketing newsletter

33% of Gen Z now discover products through creator posts, 4 points behind online search, and 67% bought something in the past year because an influencer endorsed it. Small creators convert as often as famous ones, since buyers weigh honesty and actual product use well above popularity. Trust in influencers among Gen Z and millennials has risen 13 points since 2019 as trust in friends and family fell, cutting the gap between them from 33 points to 15.