Written by: Alexia Tudose | 5 minute read
How online personalities are redefining consumer habits and trends
Social media influencers have become powerful drivers of trends and consumer purchasing decisions in the digital age. Their extensive reach and ability to connect authentically with audiences have revolutionized how brands approach marketing. Specifically, the beauty, fashion, and fitness industries have seen great success from influencer marketing campaigns over the past few years. Common platforms used are Instagram and Youtube, and most notably, TikTok, which has seen rapid growth in recent years. In 2024, the global influencer marketing industry was valued at approximately $24 billion.
Impact on Consumer Purchases
Social media platforms make it easier than ever to turn inspiration into purchases. Influencers provide real-time styling tips, fit checks, reviews, and direct shopping links, enabling consumers to buy items with just a few clicks. The COVID-19 pandemic significantly boosted influencer marketing as consumers spent more time on social media and shopping online, prompting brands to shift focus to digital channels. Studies show that 40% of consumers have bought something after seeing it recommended by a trusted influencer. Who hasn’t been inspired by an influencer and clicked “add to cart” … I know I have!
However, an influencer campaign's success depends on understanding their audience's demographics. Knowing their interests, location, and preferences ensures the campaign feels authentic and resonates with the right people. If the content doesn’t match the influencer’s usual style, the audience can quickly spot it, leading to skepticism, backlash, and a less effective campaign. Take TikToker Mikayla Nogueira, for example—she faced severe backlash for allegedly wearing false lashes in a mascara ad! To maintain trust and avoid facing similar criticism, influencers must disclose paid partnerships within their content, often using tags like #ad.
Setting Trends in Fashion
Fashion trends, once set by designers and celebrities, are now shaped by social media influencers, the new global trendsetters. Their personal style and endorsements allow them to introduce new trends to mainstream audiences, often leading to widespread adoption. According to a study by Startup Sherpas, 62% of Gen Z consumers say they purchase items because they’ve seen influencers wear them. Micro-influencers, typically with 10k to 100k followers, are particularly effective at driving sales due to their strong connections with highly engaged, niche audiences.
A prime example of this is Emma Chamberlain, an influencer who turned her online presence into a successful business. Known for her relatable YouTube vlogs back in 2016, she built a strong connection with her audience, making her an ideal partner for brands, and today, she is a brand ambassador for Louis Vuitton. A Vogue Business report highlights that influencers are now central to shaping fashion trends, going beyond just attending shows to actively promoting new styles. Luxury brands like Prada, Gucci, and Dior collaborate with influencers, gifting products for them to showcase, which helps engage younger, digitally-savvy consumers.
Brand Collaborations
Fashion brands are increasingly turning to social media influencers to maximize brand awareness through endorsements, advertisements or product reviews. By leveraging creators’ credibility and fan base to connect with target audiences authentically, both parties can use the organic content created to extend reach and longevity. Consumers are more likely to trust influencers they follow than direct brand advertisements, as studies show that brands can see up to an 11x return on investment for influencer campaigns, which is much higher than traditional digital marketing.
Let’s look at one of my favourite collaborations from this past year, the viral Nara Smith x ARITZIA collaboration for the Fall 2024 Sweat Fleece campaign. Nara Smith, a TikTok chef and lifestyle influencer most known for her luxurious aesthetic, made her the perfect individual to model ARTIZIA’s “everyday luxury” products. Smith took on the role of “head scientist” at the “Institute for Soft Science”, creating clothing “from scratch”, a pillar concept in Nara’s own concept. The campaign perfectly combined comfort and creativity into a visual story about fashion and an elevated lifestyle. Nara’s limited brand partnerships made the campaign feel special, increasing desirability and encouraging fans to purchase. See the campaign here.
Social media influencers have undeniably transformed the retail landscape, blurring the lines between content creation and commerce. Just last month, I found myself buying a pair of pink Adidas Gazelles after seeing my favourite TikToker rave about how they’re perfect for long walks in the city. And you know what? They were right. That’s the magic of influencer marketing- it feels personal, almost like advice from a friend.
By connecting authentically with their audiences, influencers not only shape trends but also drive consumer behaviour in powerful ways. As brands continue to leverage these partnerships, the question remains: how will the rise of influencers evolve, and what new opportunities will emerge in the ever-changing digital marketplace?
Sources
Impact of Social Media Influencers on Fashion Trends. Startup Sherpas. (n.d.). https://www.startupsherpas.in/blog/impact-of-social-media-influencers-on-fashion-trends
Dunn, N. (2025, January 4). Top 20 influencer marketing statistics you need to know in 2025!. Charle. https://www.charleagency.com/articles/influencer-marketing-statistics/#:~:text=Some%20studies%20into%20how%20influencer,as%20high%20as%204%2D5x
Global influencer market size 2024 . Statisa. (n.d.). https://www.statista.com/statistics/1092819/global-influencer-market-size/
Hildreth, A. (2024, September 18). More than front-row features, influencers are taking on bigger roles at Fashion Week. Vogue Business. https://www.voguebusiness.com/story/fashion/more-than-front-row-features-influencers-are-taking-on-bigger-roles-at-fashion-week
Mendez II, M. (2023, January 27). TikTok mascara drama raises questions about authenticity. Time. https://time.com/6250881/mikayla-nogueira-mascara-fake-eyelashes/
Nara Smith in Sweatfleece. ARITZIA. (n.d.). https://www.aritzia.com/us/en/nara-smith-in-sweatfleece
Rosengren, S., Campbell, C., & Farrell, J. R. (2024, April 24). Tricks of the trade: Understanding and utilizing influencer tactics to improve retailer performance. Journal of Retailing and Consumer Services. https://www.sciencedirect.com/science/article/pii/S096969892400153X#:~:text=Social%20media%20influencers%20
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