How Creators Influence Social Commerce Consumers Across Different Generations
Influencer marketing has become a driving force across all stages of the consumer purchasing journey. But as more generations engage with creators online, it’s essential for brands to understand the subtle nuances of how different age groups trust and interact with influencers.
Captiv8, the leading influencer marketing platform for enterprise brands, recently released the “Influencer Marketing Generational Trust & Analysis” study. This study dives deep into the influence of creators across various generations—from Gen Z to Baby Boomers—and offers marketers valuable insights into what drives trust and, ultimately, purchasing decisions. With these findings, brands can better tailor their influencer partnerships and social commerce strategies to engage their audiences more effectively.
Why Understanding Generational Differences Matters for Influencer Marketing
Captiv8’s study is particularly timely as it follows the launch of our new social commerce solution, Branded Storefronts. This tool allows brands to launch social-first storefronts, giving them more flexibility by not being confined to one platform. Branded Storefronts also provide creators the opportunity to take control of their earning potential through a combination of affiliate marketing and curated product selection.
Additionally, Captiv8 recently announced the integration of TikTok Shop into our platform, further enhancing our range of full-funnel affiliate solutions. With these powerful tools, we continue to prioritize streamlining social commerce for our partners, enabling them to deliver better experiences and higher conversion rates.
But it all starts with understanding your audience—and that’s exactly what our study aims to help you do.
Key Findings from the “Generational Trust & Analysis” Study
1. Gen Z (Born 1997–2012): Always-On Creators Build Trust and Influence Purchases
For Gen Z, influencer marketing is more than just a trend—it’s a trusted source of recommendations. With over 66% of Gen Z purchasing directly through social platforms, creators have become a key influence on their buying habits. The study reveals that 46% of Gen Z consumers trust influencer recommendations on an ongoing basis.
This finding underscores the importance of “always-on” creator campaigns. Brands that establish consistent, long-term creator partnerships can build the trust necessary to engage Gen Z and drive product consideration across social channels.
2. Millennials (Born 1981–1996): Video Demos and Authenticity Drive Trust
Millennials are a savvy, information-driven generation. They make purchasing decisions based on clear, transparent video content, such as product demonstrations, hauls, and “Get Ready With Me” (GRWM) videos. According to the study, over 50% of Millennials are skeptical of ads that lack detailed product information. However, 43% of Millennials who have purchased via social ads will return for repeat purchases if they are given a clear video demonstration of the product.
For brands, this emphasizes the importance of working with creators who can produce authentic, engaging content. Video demonstrations that provide in-depth product details can help build trust and encourage repeat purchases among Millennials.
3. Gen X (Born 1965–1980): Affordability and Discounts are Key
While Gen X isn’t always the first to make impulse buys based on influencer recommendations, affordability remains a key factor in their purchasing decisions. 50% of Gen X respondents highlighted price as a crucial consideration when buying from creators and social media ads. However, only 33% admitted to making impulse buys based on creator promotions.
For this generation, strategically timed discounts and targeted affiliate marketing campaigns are more likely to drive conversions. Brands should leverage A/B-tested affiliate strategies to optimize for price-sensitive consumers in this demographic.
4. Baby Boomers (Born 1946–1964): Transparency and Relevance Build Trust
When it comes to Baby Boomers, transparency is everything. This generation tends to trust ads that cater to their personal needs and provide clear, transparent messaging. According to the study, 56% of Baby Boomers are likely to trust ads that align with their interests, but half of them are skeptical of promotions that lack transparency.
For Baby Boomers, effective campaigns should focus on savings, value propositions, and clear product information. By keeping the messaging direct and relevant, brands can increase trust and drive conversions among this demographic.
What This Means for Brands: Tailor Your Influencer Strategy Across Generations
The insights from Captiv8’s study reinforce the importance of personalized, generationally tailored influencer marketing strategies. Whether it’s Gen Z’s preference for always-on creator partnerships, Millennials’ demand for transparency and engaging video content, or Gen X and Baby Boomers’ focus on pricing and value, understanding the specific needs and behaviors of each generation is crucial for driving trust and conversions.
As Krishna Subramanian, CEO of Captiv8, points out:
“Our study reveals that creators are not just influencers but pivotal drivers of trust and purchase decisions across consumer generations. Understanding these generational nuances allows brands to craft more effective, personalized campaign strategies that resonate and convert. Creators are a trusted source to drive trust and transparency, and when paired with the insights found in our study, are an unbeatable combination to reach consumers.”
Ready to Leverage Generational Insights in Your Campaigns?
At Captiv8, we’re committed to helping brands build more effective influencer marketing strategies by aligning with trusted creators and crafting content that speaks directly to their target audiences. The findings from our Generational Trust & Analysis study are just the beginning—our platform offers a full suite of social commerce solutions designed to maximize your ROI.
To dive deeper into the study and explore how Captiv8 can help your brand harness the power of influencer marketing across generations, access the full whitepaper here.
Want to learn more about how Captiv8 can transform your influencer campaigns? Visit captiv8.io today to discover how we can help you build and scale your social commerce strategy.
About Captiv8:
Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Platform by the Influencer Marketing Awards, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 influencer marketing software for Enterprise Marketers, and #1 best overall influencer marketing platform by G2.
