Why Gen Z Buys from Influencers They Don’t Necessarily Trust

When Taylor was on the hunt for a new foundation, influencer tutorials were her first stop. 

“I like being able to actually see how a product looks on someone before I buy it, especially with makeup,” explains the 20-year-old college student. She’s just one of the 53% of Gen Zers (according to a 2025 survey by Clutch) who purchased a product through an influencer’s sponsored content. 

But that doesn’t mean Gen Z fully buys into the influencer culture. Because, at the same time, a report by Mintel notes that 73% of social media users say influencers promote unrealistic lifestyles. So, why does Gen Z buy from influencers they don’t necessarily trust? The answer lies in just how savvy Gen Z has become as consumers, and they’re treating influencers like one data point, not the final word. 

Influencers are just one part of the process

“I used to see an influencer wearing something and immediately think, ‘I want that,’” says Camille, a 26-year-old graphic designer. “Now I’ll see some of my favorite influencers wearing a $500 shirt or a $2,000 bag and think, ‘Okay, that’s not really helpful to me.’”

Influencer recommendations may carry less weight when the products feel out of reach, especially for financially conscious Gen Z shoppers.

Social media itself (not any single creator) is becoming part of the search process. In Sprout’s Q2 2025 Pulse Survey, half of Gen Z consumers say they trust social media more than traditional search engines or AI chatbots. 

Instead of looking for one influencer to tell them what to buy, shoppers can use social media to gather a range of options and opinions. A TikTok creator might introduce a product, while comments and a search through a Reddit thread add content to the recommendation. The resulting purchase is based more on social media research than on the influence of a single post or creator. 

According to a Pew Research Center survey, 74% of TikTok users between the ages of 18 and 29 say they primarily use the platform “to look at product reviews or recommendations.” That browsing still happens through influencer content. But it’s filtered through a more skeptical, comparison-shopping lens than trust in any single account.

The product may matter more than the person

For Taylor, watching an influencer use a product isn’t necessarily about trusting the person behind the recommendation. It’s about seeing what the product actually looks like before she spends her money.

“If I’m looking for a new product, I’ll search for something specific, like the best foundation or a certain finish, and see what keeps coming up,” Taylor says. 

She’s using social media and creators to answer questions a product page can’t. Influencer content is less an advertisement and more a product demonstration. Using social media as a search engine, she gets to see a foundation in action across multiple skin tones, skin types, and use cases before hitting buy. The creator gets Taylor to stop scrolling, but seeing the makeup in action across multiple reviews and posts helps her decide whether it’s actually worth buying.

Credibility and price matter

Seeing a product repeatedly can get it on a shopper’s radar, but credibility and price can determine whether it stays there.

In Taylor’s case, credibility comes from more than follower count. She pays attention to whether a creator actually knows the category, uses the product themselves, and can explain why they recommend it. A creator who simply declares a product “amazing” gives her less to work with than someone who can explain what they like about it and why it works.

For Camille, who has become skeptical of the influencers she once followed, sponsored posts feel like empty promises.

“I’m more likely to trust a TikTok recommendation when the creator isn’t affiliated with TikTok Shop,” says Camille. Fifty-three percent of consumers say they trust a product less when an influencer is paid to recommend it.

But even a credible recommendation has to be worth the price. With everyday costs rising, nearly half (47%) of Gen Z consumers say they’re increasingly considering price before making a purchase. (Read the post As Grocery Bills Increase, Gen Z Claps Back.)  When Camille recently bought duvet bedding through TikTok Shop, it was only after seeing multiple accounts recommend it, many noting its value.  

A creator can spark the interest, but the price tag may get the final vote: Is this actually worth my money?

Influencers don’t have to be trusted to be influential

Gen Z doesn’t automatically trust influencers, but they’re still part of the process. 

A TikTok or Instagram post can put a product on someone’s radar, show them how it works, and prompt them to dig deeper. But the final decision increasingly belongs to the shopper, who can compare recommendations, evaluate credibility, and decide whether the product is worth the price.

Influencers aren’t the final authority in Gen Z’s purchasing decision. They’re one part of a larger research strategy.