According to new Mintel research, social media influencers are playing an increasingly influential role in shaping consumers’ lives, with 41% of US consumers agreeing that influencers inspire them to make positive life changes. This represents a 24% increase from 2022 when only 33% of consumers felt similarly. The trend is even more prominent among younger generations, with 60% of Gen Z (ages 18-28) and Millennials (ages 29-45) acknowledging the influence of social media figures on their personal growth and decisions.

Social Media and Health: An Emerging Trust Source

Mintel’s data highlights a growing trend: 20% of consumers are now turning to social media platforms such as Instagram and TikTok for credible health information. This signals a significant opportunity for brands to partner with health and wellness content creators, who have become increasingly trusted sources of advice.

This trend is especially strong among Gen Z, with 34% of them using social media as a trusted source for health advice. Moreover, nearly half (47%) of Gen Z consumers typically learn about personal wellness products through social media, further solidifying its role in influencing health-related purchasing decisions.

Social Media’s Impact on Beauty and Retail Decisions

Beyond health and wellness, social media continues to shape consumer behavior across various categories. For instance, in the beauty sector, 52% of US adults and 77% of Gen Z consider social media a trusted source for beauty and personal care information. This presents an opportunity for beauty brands to connect with consumers by leveraging influencers in these spaces.

In retail, social media platforms like Instagram also play a crucial role in personal style expression. 25% of consumers say Instagram has influenced their personal style, while 17% mention the same for YouTube. This demonstrates how influencers can effectively impact purchasing decisions and brand engagement.

The Growing Influence of Social Media Influencers

Jason Praw, Senior Director of Americas Tech, Gaming & Auto Reports at Mintel, commented:
"Social media influencers are reshaping how consumers manage their personal growth and development. As influencers continue to inspire positive life changes, they succeed in authentically engaging with their viewers by sharing relatable stories, offering readily accessible insights, and creating a strong sense of community. Influencers' ability to connect, inform, and inspire has become more impactful than ever. With more consumers relying on social media and content creators to inspire positive change in their lives, brands should focus on partnering with the right influencers for their target audiences to effectively build credibility, foster engagement, and drive meaningful connections."

Social media influencers are increasingly powerful in shaping consumer attitudes and decisions, particularly for Gen Z and Millennials. As the trust in social media as a source of credible advice grows—especially in health, wellness, beauty, and retail—brands must seize the opportunity to collaborate with influencers who resonate with their target audiences to create meaningful engagement and boost brand credibility.