A new WPP survey of over 2,000 consumers finds that over a quarter (27%) of fashion and beauty shoppers who follow influencers have purchased luxury items directly through platforms like TikTok and Instagram.  

According to the company the finding demonstrates the growing power of social commerce, “even for luxury goods, a sector traditionally associated with exclusive, in-person retail experiences. 

The survey, conducted by YouGov, is part of a report the company issued today exploring the evolving influencer landscape. 

The report is a collaboration of several WPP agencies including Ogilvy and The Goat Agency, an influencer marketing agency within GroupM.

The report also found that in-depth product reviews (49%) and user-generated content (32%) are the most effective forms of influencer content. 

That said, the report also finds that recommendations from friends and family (63%) and expert reviews (48%) remain highly trusted sources for fashion and beauty products, even among those who follow influencers. 

Influencer values also matter, according to the report. More than a third (39%) of fashion and beauty shoppers who follow influencers consider the influencer's personal views (such as political) before making a purchase. 

Rahul Titus, global head of influence at Ogilvy, said: “This research demonstrates a remarkable shift in luxury consumer behavior. The accessibility and convenience of social commerce are redefining how shoppers, particularly younger demographics, engage with and acquire high-end fashion and beauty products.” 

The YouGov survey had a sample size of 2,111 adults, of which 479 are fashion and beauty shoppers who follow influencers recommendations. The online survey was taken earlier this month and was weighted to be a nationally representative sample of UK adults.