Snapchat Influencers Show Strong Impact on Purchase Decisions, New Report Finds

Snapchat is emerging as a top social media platform driving purchase results, with a recent report highlighting its powerful impact on social shopping trends. The study, conducted by eMarketer, shows that 85.6% of Snapchat users reported making purchases influenced by in-app influencer content, surpassing other platforms like TikTok, X (formerly Twitter), and Instagram. 

This finding underscores the effectiveness of influencer marketing on Snapchat, especially among younger demographics who are active users of the platform.

The eMarketer survey provides insights into social media purchase trends, revealing that Snapchat outperforms its competitors in driving consumer buying behavior. For example, while TikTok and Instagram have well-known influencers like Charli D’Amelio and Addison Rae promoting products, Snapchat’s unique approach fosters a more intimate connection between influencers and users. 

This sense of trust translates into higher conversion rates, particularly among Gen Z audiences. Notably, 82% of Snapchat’s 15-to-26-year-old users reported making a purchase because of influencer recommendations, compared to only 18.8% of Baby Boomers.

Industry Insights on Snapchat’s Role in Social Shopping

Experts believe Snapchat’s ability to drive sales is linked to the platform’s design, which prioritizes direct engagement and ephemeral content. The app’s structure encourages users to engage with influencer content in a way that feels personal and authentic, thus enhancing the appeal of product recommendations. 

Moreover, Snapchat’s user base comprises young, tech-savvy individuals who are more open to online shopping, making it an ideal platform for brands targeting younger consumers.

Social media strategist Lisa Henderson states, “Snapchat’s format naturally supports influencer-driven commerce by creating a sense of urgency and trust. Brands that want to reach Gen Z should consider leveraging Snapchat influencers for higher engagement and purchase results.”

To capitalize on these trends, brands should collaborate with Snapchat influencers who resonate with their target audience. Incorporating limited-time offers or exclusive product previews in influencer campaigns can amplify the urgency and encourage immediate purchases.