How Social Media Influencers Are Shaping Youth Buying Habits

Published: July, 2025

When was the last time you bought something because you saw it in a TV ad?

For most young people today, the answer is probably “I can’t remember.” The real influence happens on their phones, in the scroll of a feed, through the voices of creators they trust.

For youth and young adults (15-30-year-olds), social media influencers aren’t just background noise; they shape what people wear, eat, play, and even believe in.

And that’s exactly what Youth Pulse Wave 4 (April 2025) confirms: influence today doesn’t come from billboards, banner ads, or primetime slots. It comes from creators, people who look like you, talk like you, and offer suggestions that feel more like insider tips than sales pitches.

So the big question isn’t “Do influencers still matter?”

It’s “How have they evolved—and why do young consumers still trust them?”

Where Youth’s Attention Lives Now

Here’s what the data says—and frankly, what anyone in their 20s will confirm:

Social media isn’t just entertainment; it’s the hub of youth life. It’s how they discover trends, connect with communities, express identity, and yes, decide what to buy.

Wave 4 highlights that three platforms are still dominating the daily scroll:

YouTube for long-form content and deep dives
Instagram for aesthetic inspiration and interaction
TikTok for quick fixes of fun, trend discovery, and personal opinions

But here’s where it gets more nuanced.

TikTok, Pinterest, and BeReal stand out among female users, with TikTok used by 77% of young women, Pinterest by 55%, and BeReal by 15% (compared to 65%, 17%, and 10% among young men, respectively). These platforms appeal to young women due to their focus on creative content and personal expression.
Meanwhile, Discord, Twitch, and Reddit are more popular among young men, with usage rates of 37%, 31%, and 20% respectively (compared to 22%, 16%, and 14% among young women).

This divide isn’t about stereotypes; it’s about intention. Each platform satisfies a different need. They know exactly where to go for what they want.

But there’s a twist:

Even though time spent online is high, more and more young people admit they’re hitting a point of scroll fatigue. They know they’re “too online.” And they’re not proud of it. In fact, many have started to set boundaries with screen time limits, app breaks, or digital detox days.

So yes, they’re still watching. But they’re also watching themselves.

Influencers Still Matter—But the Rules Have Changed

The latest Youth Pulse data shows that young people care less about how many followers an influencer has and more about how genuine and interactive they are. Influencers who reply to comments, host Q&As, and build a sense of community see higher engagement and trust than those who focus only on reach or follower count.

Today, authenticity is the currency.
Youth doesn’t just want aesthetics, they want transparency, personality, and most of all, trust.

Here’s what we found:

What Actually Makes Them Buy? Let’s Get Specific.

Influencer marketing works, but only when it feels real, personal, and relevant.

They want the “why,” not just the “what.”
It’s not enough to say, “This cleanser is amazing.” Tell them how it helped your skin during stress breakouts and why you kept repurchasing.
They want time to process.
One post doesn’t equal a purchase. They’ll watch a few videos, look up the brand, read reviews, and most importantly, ask their friends
They want value.
With more young people trying to save and spend smarter, your product better justifies its price tag. Aesthetic packaging won’t cut it.

The path to purchase is now a multi-step journey, driven by authenticity, repetition, and community trust.

Peer Validation: The Silent Influencer

If a creator recommends something, but none of your friends have heard of it? Meh.

But if that same product is making the rounds in your friend group, getting reactions, or even memes? Now it’s interesting.

Social proof is everything.

Comments, likes, shares, they signal whether a product or creator is “in” or “out.” It’s not just about the influencer; it’s about whether the community is behind them, too.

That’s why interactive creators win big. The ones who build dialogue, not monologue. The ones who go live, who reply, who care.

What’s Next: Digital Wellness, AI Hype, and Keeping It Human

We bring forward some fresh, important concerns.

Digital well-being is now a serious priority.
Young people are no longer blindly addicted to the scroll. Many are actively managing screen time, unfollowing negative accounts, and turning off notifications.
AI is everywhere, but trust is low.
Sure, they’ll use AI for captions or photo edits, but when it comes to real decisions—health, finances, jobs—they still prefer human advice.
“Tech with a heart” is the next big demand.
Youth are okay with algorithms, as long as they don’t replace empathy. Brands and influencers need to use tech to amplify human connection, not automate it away.

Discover more alcoholic beverage trends among 15-30 y.o. in our latest Youth Pulse Report

Why Young People Follow Influencers (Spoiler: It’s Not Just for Laughs)

So what keeps youth coming back to their favourite creators?

Yes, entertainment still leads, but it’s not the only factor.

Wave 4 shows that the influencer-follower dynamic has grown more layered.

Lifestyle and entertainment creators still top the charts—but educational creators, gamers, and even activist voices are gaining serious ground.
Many young people follow influencers not just because they’re funny or stylish, but because they offer value: tips, product reviews, relatable struggles, even emotional support.
Engagement matters more than ever. Creators who reply to DMs, host lives, and involve followers in their content (polls, Q&As, reaction videos) are seen as more “real” and more trustworthy.

More than anything, youth want to feel seen and heard. And influencers who make that happen? They build not just an audience, but a community.

One Platform, One Purpose: Youth Are Strategic About Where They Spend Time

Each social media platform has its own vibe, and youth know it.

YouTube is for when they’re in research mode. Want to know if that hair serum actually works? You’ll find an honest, 15-minute review, complete with before-and-after shots.
Instagram is where they follow long-term favourites, check for life updates, and interact through stories and comments. It’s the “get to know you better” platform.
TikTok is for discovery, instant entertainment, and quick-fire recommendations. The viral nature of it means a product can go from unknown to “sold out” overnight.

So, if you’re a brand? Tailor your content. A copy-pasted campaign across all three platforms feels lazy, and Youth will pick up on it fast.

Fewer young people buy a product just because an influencer recommends it. The share of youth who say they have bought a product because of an influencer recommendation is now 41%, down from 45% last year.
In-app shopping is on the rise, thanks to features like TikTok Shop or Instagram Shopping—but only when there’s already a relationship. Youth isn’t tapping “Buy Now” on a whim. They purchase from creators they’ve followed for months, maybe years.
Influence is earned, not assumed. A blue checkmark doesn’t impress anyone anymore. What matters is consistency, honesty, and a creator’s ability to feel relatable.

DOWNLOAD NOW

Snapshot of 2025 Youth Culture

Top platforms by engagement: YouTube, Instagram, TikTok

Platform preferences by gender:

Female: TikTok, Pinterest, BeReal
Male: Discord, Twitch, Reddit

Influencer types followed most: Lifestyle, entertainment, gaming, education, activism
Social commerce: Rising, but trust and transparency are deal-breakers
Youth mindset: More saving, less impulse spending
Wellbeing focus: Limiting screen time, curating feeds
Values that matter: Sustainability, mental health, social justice

Final Thought: Influence Is About Resonance, Not Reach

Here’s the bottom line:
Young people aren’t just following influencers. They’re co-creating their digital experiences with them.

They want:

Real stories
Honest reviews
Shared values
And creators who act more like friends than walking billboards

So, whether you’re a brand, a researcher, or a marketer trying to reach this generation, here’s the key: stop trying to go viral.

Start to connect. Because influence today isn’t about being loud. It’s about being real, relevant, and worth listening to.