Traackr’s 2025 Influencer Marketing Impact Report sheds light on which platforms Americans love most for product reviews, creator content, and engaging video. The report, based on a survey of 1,000 U.S. Millennials and Gen Z consumers, found YouTube reigning supreme for the second year running—despite TikTok’s previous popularity. This year, TikTok fell two spots, with X (formerly Twitter) sliding from the top five entirely.
Why YouTube Remains Unbeatable in Content Consumption
Eighty-six percent of respondents visit YouTube at least once a week for creator content. YouTube’s popularity spans generations, holding the No. 1 spot for Gen Z and Millennials alike, especially when it comes to product reviews. Meanwhile, Instagram, Facebook, TikTok, and Snapchat trail behind. According to Traackr, younger Gen Z audiences still prefer TikTok, while Millennials are increasingly gravitating towards Facebook for content consumption.
While 45% of survey participants prefer short videos under five minutes, it seems that long-form videos and even live streaming still hold sway. Gen Z males and female-identifying users especially appreciate short videos for quick bursts of engaging information.
“People crave richer stories, something beyond the usual quick videos,” said RJ Larese, Paramount’s VP of talent and influencer marketing. “Longer content gives creators a chance to connect on a deeper level—boosting loyalty and trust.”
The Evolving Role of Creators: More Than Just Ads
Creators are exploring new ways to earn, branching out from traditional brand partnerships to launch products, businesses, and brands of their own. Traackr’s findings show that followers are embracing this evolution: 68% of consumers say they don’t view sponsored content negatively. Instead, they look for authenticity. Sixty-four percent trust creators more when they see them using or discussing products honestly in daily life.
While most creators still rely on brand deals for income, some are moving into brand ownership. Traackr’s report indicates a rise in consumer willingness to purchase directly from creators they trust, with 58% open to buying a creator’s brand.
“Creators understand their followers better than most marketers,” said Pierre-Loïc Assayag, Traackr’s CEO. “They’re more than brand partners; they’re potential brand advisors and ambassadors. This shift marks an important step in the creator-brand relationship.”
AI Transparency Gains Importance Among Social Media Consumers
As artificial intelligence (AI) technology becomes more common in content creation, consumers are increasingly wary. Some 75% of respondents expressed a strong desire for creators and platforms to disclose AI involvement in content creation. The response reflects growing concern about the role of AI in what’s considered “authentic” social media content.
“Transparency matters, especially with new tech,” Assayag commented. “Clear communication about AI use will foster trust, just like disclosure rules for brand partnerships.”
Traackr’s full report, filled with deeper insights into these and other trends in the creator economy, is available on their website. The findings point toward a social media landscape increasingly shaped by trust, authenticity, and a delicate balance between innovation and transparency.