Pro Weekly: Creators' Influence on Shopping

Yesterday, we published the results of our March subscriber survey, in which more than half of the 742 respondents said they had bought goods or services through social media. Another result that interested me: 53% of respondents said a creator had inspired them to buy something, regardless of whether they bought it on social media or not.

Jasmine Enberg, a principal social media analyst at market researcher eMarketer, said creators may inspire more purchases than the survey suggests because it’s difficult for people to remember every instance in which they’ve been reminded of a product. "Consumer recollection isn’t always the greatest,” she said. “It could easily have been part of a purchase journey.”