Trust, Authenticity, Magic: How Influencer Marketing Is Changing The Way Consumers Shop Today

Authenticity and trust play a vital role in influencer marketing. If the content is shared by an influential person regarding any product, it becomes more than just advertisement.

Brands are increasingly tuning in to innovative ways of reaching out, finding a voice that can resonate with the consumer more naturally.

Source : Vansh Graphics/Pexels

By Neha Kulwal

Shopping is far more different today from what it was before in this digital-first world Each scroll of each swipe, every click, changes the way you purchase for brands using social media to advertise consumer goods This means that influencer marketing is no longer just about branding. Today commerce is a voyage we experience largely through influencers. However, influencer-driven sales grew 12 per cent YoY in 2024, a sign of just how much the content creators are influencing purchasing patterns among consumers and then acting on those trends accordingly.

Influencers are now the go-to when it comes to purchase recommendations from casual content creators, all the way up to your most trusted shopping advisors! They influence consumer taste and brand interactions across every sector, from fashion to beauty, technology, or home decor. Influencer marketing is not just influencing what people buy but also how they shop.

Data Behind The Shift

The leading global partner network, Admitad, has played a defining role in this shift and shared critical insights into influence-based sales. In India, influencer marketing led to more than 12 million orders in the year 2023-24, and the GMV jumped by a whopping +46 per cent. This trend is more indicative of consumers being increasingly willing to trust influencer recommendations among major purchasing decisions.

But major marketplaces captured even more money; around one-third of all influencer-driven sales happened there, underlining the impact the e-commerce platform rush has on customer behavior. This latest study might lend new evidence that influencer marketing is increasingly powerful across all industries, even ones not as popular or mainstream (such as fashion and beauty) on Instagram.

Magic Of Trust & Authenticity

Authenticity and trust play a vital role in influencer marketing. If the content is shared by an influential person regarding any product, it becomes more than just advertisement; rather, he or she shows his/her faith in that so convincing endorsement.

That is the type of credibility that influencer sales now profit from.

What Lies Ahead For Influencer-Powered Commerce

Brands are increasingly tuning in to innovative ways of reaching out, finding a voice that can resonate with the consumer more naturally. Influencers create trust and community so that shopping online is more personal & interactive. As examples like Admitad demonstrate, unlocking tangible success in this environment is anything but theoretical and it suggests digital commerce has only begun its journey towards greater evolution.

Influencer-driven sales will only continue to climb so long as the brand-creator alignment improves, disrupting consumer preferences in every industry. We are entering the age of personalised, influencer-fueled commerce that is revolutionising how we discover, trust, and buy products.

(The author is the Managing Director of Mitgo, India & APAC)

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