Hi there,

Nearly 60% of consumers who recently found and bought a product through social, a creator, or an AI tool say a discussion in an online community has influenced a purchase at least once, according to EMARKETER/Viral Nation data.

But that doesn’t mean there isn’t skepticism: over 13% say they place no trust at all in recommendations from anonymous discussions or upvoted posts. Influence and credibility have separated, and community threads sit on the wrong side of that split.

That’s why we asked 1,068 US consumers which channels carry influence, which carry trust, and where the two overlap. See what they told us in a new report, “How Social, Creators, and AI Are Reshaping Discovery, Consideration, and Trust.”

GET YOUR COPY

Enjoy!
Peter Allen Clark
Senior Analyst and Editor, Media Content
EMARKETER

Created in partnership with Viral Nation.