New Survey by The Influencer Marketing Factory Highlights How Social Media and Influencers Drive Gift Inspiration and Consumer Behavior
NEW YORK, NY / ACCESSWIRE / December 3, 2024 / Social media platforms and influencers are reshaping the holiday shopping landscape, according to a new survey conducted by The Influencer Marketing Factory. The survey, which gathered insights from 900 U.S. participants aged 18-54, highlights how platforms like YouTube, Instagram, TikTok, and Pinterest drive purchasing decisions this holiday season.
Key Findings:
YouTube Leads the Way: Among surveyed platforms, YouTube emerged as the most influential (24%), followed by Instagram (21%), TikTok (21%), and Facebook (20%). Pinterest carved a niche at 10%, particularly for visually-driven inspiration.
Influencers Drive Purchases: More than half (52%) of respondents reported purchasing a holiday gift based on an influencer's recommendation, showcasing the growing trust in authentic and relatable content from creators.
Top Influencer Content: Product reviews and demos (24%) were the most influential types of content, followed closely by discounts and exclusive offers (23%). Holiday-themed content (17%) and unboxing videos (16%) also played a key role in inspiring shoppers.
Consumer Motivations: Discount codes (25%) and honest reviews (24%) were identified as the most effective motivators for purchasing products promoted by influencers.
Industry Representation: Fashion and accessories led the industries best represented by influencers during the holidays (20%), followed by beauty/skincare (18%), tech/gadgets (17%), toys/games (16%), and home decor (13%).
Shopping Inspiration Sources: Social media platforms remain the top source of holiday gift inspiration (30%), followed by recommendations from friends and family (24%) and advertisements (21%).
Repetition Matters: A majority (64.3%) of respondents need to see a product promoted by an influencer 2-3 times before purchasing it, underscoring the importance of consistent messaging.
As the survey indicates, social media continues to dominate holiday gift inspiration, with platforms like YouTube, TikTok, and Instagram leading the charge. Influencers are playing a pivotal role in this ecosystem, blending authentic storytelling with engaging content formats like product reviews, gift guides, and exclusive promotions.
"Influencers are not just content creators-they're trusted advisors for holiday shoppers," said Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory. "Brands have a unique opportunity to partner with creators who understand their audiences and can drive meaningful engagement during the most crucial shopping season of the year."
How Brands Can Leverage These Trends To capture holiday shoppers effectively, brands should:
Collaborate with influencers to offer exclusive discounts and deals.
Create authentic, engaging content such as product demos and holiday-themed posts.
Utilize platforms like YouTube, Instagram, and TikTok to target their audience and drive conversions.
About The Influencer Marketing Factory The Influencer Marketing Factory is a global leader in influencer marketing, helping brands connect with their audiences through authentic and data-driven campaigns. With deep expertise in platforms like TikTok, Instagram, and YouTube, the agency empowers brands to leverage social commerce for impactful results.
Want to learn more about the 2024 holiday shopping trends?
Visit https://timf.io/2024holidays for the full infographic and insights.
Contact Information
Amy Collins
PR Specialist
amy@theinfluencermarketingfactory.com
Source: https://theinfluencermarketingfactory.com/2024-holiday-shopping-trends/
