Sprout Social: State of Influencer Marketing Report 2025
Sprout Social
You can thank your favorite influencer. Chances are, they’ve inspired one of your recent purchases.
According to Sprout Social’s State of Influencer Marketing report, 86% of consumers make a purchase influenced by a creator. And when it comes to daily, weekly, or monthly purchases, nearly half of consumers say influencer posts play a role.
But what kind of content actually drives people to buy? The report highlights three content qualities that often lead to purchases:
Genuine reviews (64%): People want honest opinions about what’s good, what could improve, and how a product fits into real life.
Discount codes (55%): Limited-time or exclusive deals create urgency and make audiences feel like insiders.
Multiple influencers posting about the same product (26%): Seeing trusted creators repeatedly recommend the same product builds credibility and social proof.
Data and insights like these are key to building and optimizing an influencer marketing program that aligns with real consumer behavior.
Download the full report to better understand what’s working in influencer marketing, its impact on shopping behavior, and what’s next.
