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Brand discovery changed. Has your creator strategy?

We surveyed 1,068 US consumers with EMARKETER to map where they find products, who they trust, and which platforms close the sale.

Inside the report

  1. 01Where consumers discover products, and where they go next to research them
  2. 02Which creator formats persuade shoppers during consideration
  3. 03How AI and online communities shape the final purchase decision
1068 US consumers surveyed
52.3% Shifted discovery habits since 2024
50.1% Recently bought via social, creators or AI
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How social, creators, and AI are reshaping discovery, consideration, and trust

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The channel that closes the sale is only part of the story.

Shoppers move between feeds, creator reviews, search, and AI tools before they buy. Planning around a linear funnel puts budget in the wrong place.

A different platform wins every stage.

The most-used platform at each stage of the purchase journey, based on consumers’ most recent purchase of a product they discovered through social media, a creator or AI.
See all 9 platforms
01 · Discover TikTok
56.5%
02 · Research and compare Google Search
48.6%
03 · Read reviews Google Search
34.2%
04 · Purchase Amazon or a retailer site
33.5%
Top platform per stage shown. The report breaks down 9 platforms across all 4 stages. Source: EMARKETER and Viral Nation

Discovery

Find the gaps in your customer journey

See where your audience first meets products and where they go next to compare options.

Consideration

Know which creator content earns trust

Learn which formats build confidence before purchase, and how that shifts by generation.

Decision

Put your creator budget where decisions happen

Understand where AI and communities enter the path, from comparison to checkout.
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Developed and fielded by EMARKETER in June 2026 with 1,068 US consumers. 

Find out where your brand needs to show up.

Download the white paper