This OMG Research white paper examines the evolution of influencer marketing, which is gaining share within the $83B social media ad spend. Nearly half of social media users rely on influencers in their purchase journey, with growing influence in both upper and lower funnel stages. Gen Z leads this trend, often trusting influencers more than traditional ads, though their spend is capped by lower buying power. Micro-influencers are shown to be as trusted as macro-creators. Social commerce platforms like TikTok Shop and Amazon Live are further compressing the journey, with high adoption among 18–26-year-olds. OMG’s Creo practice emphasizes advanced audience targeting, data integration, and performance-based measurement to maximize ROI.

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