69% Of American Social Media Users Intentionally Don’t Buy Products Promoted By Influencers

Posted: August 15, 2024

Social media platforms like TikTok and Instagram have become major hubs for online shopping, influencing many consumers to spend excessively on products. However, a growing number of users are resisting these impulses. A new study conducted by The Harris Poll on behalf of Credit Karma reveals that while many people are still swayed by social media advertisements, a significant portion is being “de-influenced” — consciously choosing not to buy items promoted on these platforms.

According to the study, nearly two in five Americans (38%) have made purchases from social media ads in the past year, with nearly a quarter (23%) charging $1,000 or more to credit, either via credit cards or buy-now-pay-later services. While many succumb to the temptation of influencer marketing and targeted ads, a large percentage of users are taking the opposite route. Around 69% of American social media users reported being de-influenced, meaning they deliberately chose not to purchase items advertised on social media. The top reason? A lack of trust in social media influencers who push products, cited by 32% of users.

This sentiment is shared across various generations, with 28% of millennials, 34% of Gen X, and 38% of baby boomers stating they don’t trust influencers. However, the situation is even more pronounced among Gen Z users. A staggering 88% of Gen Z social media users reported being de-influenced, primarily due to concerns over the unhealthy levels of overconsumption that social media product promotions tend to encourage. This group is known for its eco-conscious mindset, with 90% of Gen Z Americans saying they’ve shopped second-hand to fight fast fashion and be environmentally responsible.

Other reasons cited for de-influencing include the prevalence of counterfeit products (28%), feeling overwhelmed by the sheer number of ads (19%), and concerns about the environmental impact of overconsumption (12%). Gen Z was also the most likely to avoid viral products that everyone else seems to have, with 21% avoiding such trends.

Courtney Alev, consumer financial advocate at Credit Karma, commented on the findings, noting the complex role social media plays in shaping consumer behavior. While platforms can lead to overspending, they can also foster healthy financial habits and community consciousness. Alev advised users to take steps like removing stored credit card information from apps to resist impulse purchases when scrolling through social media.

This trend of de-influencing highlights a growing skepticism towards influencer-driven marketing and a shift towards more conscious and sustainable consumer habits.