Social Media Algorithms Drive 58% of Consumer Purchases, Micro-Influencers Outpace Celebrities in Trust

A new report from DoubleVerify reveals that social media platforms are increasingly influencing consumer spending habits, with 58% of users stating that influencers shape their purchasing decisions. The 2025 Global Insights report, based on surveys of 22,000 consumers and 1,970 marketers across 21 countries, highlights a significant shift in how algorithms are converting attention into commerce.

The study indicates that while YouTube, Facebook, and Instagram maintain their lead in overall usage, platforms like TikTok and X (formerly Twitter) are becoming critical channels where user engagement directly translates into monetary transactions. Marketers are adapting their strategies, prioritizing short-form video content, AI-generated material, and leveraging familiar faces to connect with audiences.

A notable finding is the rising prominence of micro-influencers, who now command greater trust among consumers compared to traditional celebrity endorsements. This trend underscores a desire for more authentic and relatable recommendations in the digital landscape. DoubleVerify's research also points to a growing divide in social commerce adoption globally.

In Asia, shoppers are routinely completing purchases directly within social media applications, demonstrating an advanced integration of commerce into social platforms. Conversely, Western consumers primarily use social media for product discovery and research, often redirecting to e-commerce giants like Amazon for final transactions. The report suggests social media is no longer merely a selling tool but a powerful force "rewriting human impulse," as stated by Mario Nawfal, reflecting its deep impact on consumer behavior and marketing strategies.