"Over half of US shoppers have concerns over the quality and legitimacy of the product discovery channels they use most. Influencers and AI algorithms may appear to steer millions of purchase decisions daily, but trust in their authenticity is eroding. As a result, we believe marketers will begin to see the effectiveness of traditional social channels degrade as consumers increasingly turn to more trusted channels."
"In 2023, users added 'Reddit' to Google searches 32B times as they sought answers from real people rather than traditional influencers, digital articles or sponsored listicles. This growing behavior shows that the conversations happening within online communities - which are full of real people, speaking from their own experience and without any kind of ulterior motive or incentive - are often the most valued search result."
[
add
]
[
|
|
...
]