Digital Consumer
Digital
Marketing
June 30, 2025
The power of digital influence on the consumer’s buying journey
Advertising-centric marketing model gives way to a logic driven by interpersonal connections, trust building, and credibility perception
The influence of digital content creators on consumer behavior has been consolidated as a relevant phenomenon in marketing. A practical and everyday example can be illustrated by the following question: have you ever purchased a product or service based on the recommendation of a digital influencer?
If the answer is affirmative, you are part of the significant portion captured in recent studies. The rise of digital platforms has substantially transformed consumption habits. The process of discovering, evaluating, and deciding to purchase products, services, and brands has become more complex and multifactorial, moving away from the linear model exclusively sustained, some time ago, by traditional advertising, which operated interruptively and unidirectionally, meaning communication was done by companies. Currently, the recommendation of digital influencers carries much more weight than television commercials.
According to the research “The Effect of Influence on Consumption”, conducted by YouPix in partnership with Nielsen, 80% of Brazilian consumers state that they have already made a purchase motivated by recommendation from an influencer. This data highlights the transition from a model centered on advertising to a logic oriented by interpersonal connections, trust building, and credibility perception.
Customer journey
In this context, marked by exposure to a wide range of daily digital stimuli, credibility becomes fundamental. Consumers do not just want to acquire products, but to have experiences previously validated by individuals with whom they identify. Such change behavioral significantly transfers the power of influence to content creators, who act as guides in the journey of purchase.
The consumer’s buying journey is not linear and is significantly influenced by digital interactions. From the first contact with a brand to the final purchase decision, multiple factors intervene in this process — and content creators occupy a central position. Acting as facilitators, these communicational agents play a very important role in the initial exposure to the product, in social validation, and in the final motivation for conversion.
Still according to the study “The Effect of Influence on Consumption”, 66% of consumers claim to have bought and tested new brands based on influencer recommendations, reinforcing the conversion capability associated with this strategy. The purchase journey usually happens in the following stages:
1. Awareness (Awareness): the first contact with the brand
For a product or service to be considered by the consumer, it is necessary that they have prior knowledge of its existence. Although this may seem obvious, many companies try to promote sales on social networks without ensuring that their target audience recognizes the real need for the product. In this initial stage, influencers play a relevant role by integrating mentions of brands and products organically into their content.
The research by YouPix and Nielsen reveals that 78% of consumers aged 19 to 24 discover new brands and products through social media, with 47% of individuals in this group being directly impacted by influencers. This discovery can occur through simple content, such as a story showcasing the use of a cosmetic, a critical review of a course, or an informal evaluation of a tourist destination.
2. Consideration: influencers as opinion leaders
At this stage, the consumer already has prior knowledge about the brand but needs additional information to decide on the purchase. It is at this moment that in-depth content, such as reviews, comparisons, and practical demonstrations, becomes decisive.
The same research identified that 45% of consumers bought products based on influencer recommendations and had their expectations exceeded. This data suggests that influencer marketing, when structured strategically, yields effective results. By producing authentic and relevant content, the influencer assists the consumer in making safer and more informed decisions.
The content formats that contribute most at this stage are those that demonstrate the practical use of the product, such as unboxing videos on YouTube, durability tests on TikTok, or comparisons on Instagram. One example is the “achadinhos” phenomenon on TikTok, where influencers review products from various categories, simultaneously contributing to entertainment and information—central characteristics of the platform.
3. Purchase Decision: confidence as a decisive element
The confidence placed in the influencer by their audience can represent the determining factor for the purchase decision. This process is not restricted to subjective affinity: according to the research, 52% of consumers feel more secure when consuming brands used by influencers.
The transparency in recommendations is another crucial element. The study points out that 39% of consumers prefer influencers to signal explicitly advertising content advertisements, recognizing this practice as a regulatory requirement in Brazil. Therefore, identifying partnerships not only does not alienate the consumer, but also reinforces the credibility of the influencer and, consequently, strengthens trust in the recommended brand.
The current scenario demands that brands go beyond superficial metrics, such as follower count, and abandon strategies limited to sporadic actions, like isolated publications. It is essential to adopt a strategic approach that recognizes the complexity of the buyer’s journey and integrates it into influencer marketing planning.
It is necessary to map the points of doubt, the barriers and the motivations of the target audience, integrating the influencer in a contextualized way at each stage of the journey. And this is what we call strategy. Conversion occurs when there is alignment between the consumer’s needs, the influencer’s authority, and the type of content offered.
Finally, considering the data presented, one reflection remains: are you part of the 80% of consumers who have already purchased a product or service based on an influencer’s recommendation?
