Hi there,

Only 8% of consumers say a creator is where they first encounter a product, according to new EMARKETER/Viral Nation research. But nearly 41% say an honest creator review persuades them to buy, and that’s the number marketers should budget against.

Our new report, “How Social, Creators, and AI Are Reshaping Discovery, Consideration, and Trust,” shows where every channel earns its keep and why creators are being bought for the top of the journey and paying off in the middle.