Report Finds Snapchat Influencers Effective At Driving Purchases

A new report from eMarketer highlights Snapchat’s strong influence in driving purchase decisions through influencer content, outperforming other major social apps like TikTok, Instagram, and YouTube. According to the survey, 85.6% of Snapchat users made a purchase after seeing a product showcased by a creator on the platform, making it the most effective app for influencer-driven shopping.

The report also found that Gen Z, particularly users aged 15 to 26, are the most likely to buy products based on influencer content, with 82% making purchases influenced by creators on Snapchat. Surprisingly, Gen X (ages 40-55) also demonstrated a higher-than-expected engagement, with 40.8% reporting they had made a purchase because of influencer content.

While TikTok and Instagram have also been pivotal in social shopping trends, Snapchat’s higher purchase conversion may stem from the more intimate connections users feel with creators on the app. In contrast, Facebook had the lowest rate of influencer-driven purchases, reflecting its less creator-friendly environment and lower focus on influencers (instead favouring closed circles of friends).

The findings suggest that businesses targeting Gen Z and even Gen X shoppers may benefit from integrating Snapchat influencer partnerships into their marketing strategies, and that Snapchat may want to eventually push for more influencer-driven features to make influencer marketing even easier.