As of March 2023, nearly 50 percent of 10 millennials worldwide found influencers' recommendations of a brand or product more engaging than regular advertisements. For 36 percent of the respondents, influencer recommendations were also considered more trustworthy than average ads. According to the same report, millennials ranked reliability as the most wanted quality in a brand.

According to a global survey conducted in 2023, roughly two-thirds of Millennials followed and purchased goods from the social media accounts of brands. Overall, about half of Gen Z users followed and purchased from influencers, whilst just 11 percent of Baby boomers did. Additionally, six out of ten respondents belonging to the Gen X age group followed and purchased from the social media accounts of retailers. A booming market In recent years, social commerce has exploded in popularity among online shoppers. Consumers can now purchase items directly on social media platforms, going from discovery to purchase in a matter of minutes. Social commerce is estimated to reach over one trillion U.S. dollars in revenue by 2028, up from 699 billion in 2024. This new form of e-commerce is the most popular in Thailand, where around 91 percent of online consumers use social sites as a purchase channel. In comparison, this share stood at 57 percent in the United States. Chinese platforms dominate the social space Chinese social shopping sites are the most successful ones worldwide. For example, Douyin, a short-form video sharing app, ranked as the highest revenue-generating platform in 2024, raking in approximately 199 billion U.S. dollars. WeChat, a messaging app, came in second with a revenue of 152 billion dollars, followed by Little Red Book, a picture sharing app, with a revenue of 94 billion dollars. TikTok, which is owned by the Chinese company ByteDance, came in sixth place, pulling in 20 billion dollars in revenue. While TikTok's popularity extends globally, its on-app purchase store, TikTok Shop, primarily caters to the Asian market. Thus, it is clear that China is the global leader in social selling.

According to a survey conducted in the United States between July 2023 and June 2024, 48 percent of Generation Z social media users like to follow comedy content of influencers and content creators, whilst 42 percent liked to follow music content. Moreover, 35 percent of Gen Z in the United States liked to watch, listen to, or read food related influencer content.

Stay ahead of the curve and tap into the immense influence of Gen Z by partnering with trendsetting content creators and influencers. Our platform reveals the rising stars of Gen Z, empowering you to engage with this dynamic and influential demographic.

According to a November 2024 global study, millennial tourists relied the most on social media influencers for travel planning. While 31 percent of surveyed millennials said they relied on influencers to plan their last trip, just five percent of baby boomers said the same.

In 2022, approximately one-fourth of consumers surveyed in the United Kingdom said that social media influencers had completely or somewhat influenced their buying decisions. Gen Z were the most susceptible to the influence of content creators, followed by millennials. Conversely, social media influencers had a lesser impact on Gen X shoppers, falling below the country's average.

According to a survey carried out in the United Kingdom in April 2023, 84 percent of respondents from Generation Z said they followed influencers. This was followed by 68 percent of Millennial respondents saying they followed influencers.

In 2024, around 42 percent of U.S. Gen Z consumers taking part in a survey stated that they had occasionally purchased beauty products based on influencers' recommendations over the past year. Around 15 percent said they never did.

The statistic shows information on the attitudes of influencer marketing audiences towards social media influencers worldwide as of February 2018, by age group. It was discovered that 57 percent of respondents aged between 18 and 24 years said they shared the same passion or interests with influencers, whereas the same was true for only 47 percent of respondents between the ages of 25 and 34.

During a 2023 survey carried out among consumers aged 18 to 24 from the United Kingdom, 56 percent of respondents stated they did not buy products promoted by influencers. A third said they occasionally bought such products and 10 percent bought them regularly.

Individuals aged 18 to 24, so called Generation Z, made 34 percent of all influencers worldwide in 2020. A year earlier, the share stood at 31 percent.

In 2023, the gross merchandise volume (GMV) of China's social commerce sector reached approximately 3.42 trillion yuan, increasing by around 19.7 percent compared to the previous year. China's social commerce sector has been proliferating over the past decade. Social media as a new marketing and sales channelSocial commerce is defined as a new type of e-commerce model based on social networking. Commodities were advertised, promoted, or sold on social media platforms. As the millennials took over the workforce and became the largest group of social commerce users in China, the exponential surge of social e-commerce was to no one’s surprise. From 2015 to 2023, the gross merchandise volume of China’s social commerce market grew by more than 712 times.In 2022, China recorded over a billion social media users. The most popular social networking platform among Chinese, WeChat, generated a global in-app purchase revenue of approximately more than 71 million U.S. dollars in 2023. Sharing and buying For increasing customer engagement, many social commerce platforms allow their users to share links with their friends for securing a better price. More than 95 percent of young Pinduoduo users said that they had purchased the items their friends shared with them before. Social media users in China not only decided what to buy by following the recommendations from their friends but also the endorsement of KOLs (influencers). According to a survey, most of the followers would purchase the products promoted by an influencer.

During a survey carried out in 2020 among Generation Z influencers worldwide, it was found that an average rate for an Instagram video post stood at 807 U.S. dollars, whereas an Instagram Story was worth 245 U.S. dollars.

Demi Fine Jewelry Market size was valued at USD 322.2 Million in 2023 and is projected to reach USD 1470.75 Million by 2031, growing at a CAGR of 20.90% during the forecast period 2024-2031.

Global Demi Fine Jewelry Market Drivers

The market drivers for the Demi Fine Jewelry Market can be influenced by various factors. These may include:

Consumer Preferences are Changing: Demi-fine jewelry, which strikes a balance between price and quality, is becoming more and more popular. Due to its accessibility, modern designs, and comparatively cheaper price points, demi-fine jewelry is preferred over fine jewelry by many consumers, particularly millennials and Gen Z.

The emergence of affordable luxury: Demi-fine jewelry satisfies customers who aren’t ready to invest in fine jewelry but yet want higher quality and durability than fashion jewelry by bridging the gap between the two. A growing market need for reasonably priced luxury goods is reflected in the rising demand for demi-fine jewelry.

Growth of Online Retail: The demi-fine jewelry business has expanded thanks in large part to the development of e-commerce platforms. Customers may easily search and buy demi-fine jewelry from the comfort of their homes thanks to the large selection of possibilities offered by online stores. Worldwide sales of demi-fine jewelry have increased as a result of digital marketing techniques and the convenience of internet shopping.

Social media and influencer marketing: These two strategies are essential for raising consumer knowledge and demand for demi-fine jewelry. A lot of jewelry manufacturers work with influencers and make use of sites like Pinterest, Instagram, and TikTok to efficiently market their items, reach a larger audience, and interact with potential buyers. Social media channels are effective marketing tools for showcasing the distinctive designs and value proposition of demi-fine jewelry.

Emphasis on Sustainable and Ethical Practices As customers become more conscious of ethical and sustainable practices in the fashion sector, they are looking for jewelry brands that place a high priority on sustainable environmental practices, ethical sourcing, and responsible production procedures. Demi-fine jewelry companies who highlight these principles and demonstrate their dedication to moral and sustainable business operations frequently draw in eco-aware customers and acquire a competitive advantage in the market.

Customization and Personalization: Among customers looking for distinctive and significant items, demi-fine jewelry manufacturers that provide customization and personalization choices have grown in popularity. Customers can personalize and enhance the emotional worth of jewelry by creating items that are tailored to their preferences through customization. Customizable demi-fine jewelry brands frequently enjoy increased consumer satisfaction and loyalty.

Direct-to-Consumer (DTC) Brands’ Ascent: Traditional retail channels in the demi-fine jewelry business have been challenged by the rise of direct-to-consumer (DTC) brands. Direct-to-consumer (DTC) brands offer premium items at low costs by selling directly to customers, circumventing intermediaries. With little markup compared to traditional retail, direct-to-consumer (DTC) firms may give customers better deals without sacrificing brand image and product quality.

In 2024, more than 70 percent of Generation Z survey respondents in the United States declared having made an online purchase from a content creator. Two-thirds of Millennials also made an online purchase from creators, according to the survey.

The global facial makeup market, valued at $80.75 billion in 2025, is projected to experience robust growth, driven by several key factors. The rising demand for cosmetic products among millennials and Gen Z, fueled by social media influence and a growing emphasis on personal appearance, significantly contributes to market expansion. Innovation in product formulations, incorporating natural ingredients and addressing specific skin concerns like acne and aging, further boosts market appeal. The increasing availability of online retail channels, offering convenience and wider product selections, also fuels market growth. Geographical segmentation reveals strong performance in North America and Europe, driven by established beauty markets and high consumer spending. However, the Asia-Pacific region, particularly China and India, presents significant growth potential due to rising disposable incomes and a burgeoning middle class with increased purchasing power for beauty products. Competitive dynamics are shaped by established global players like L'Oréal and Estée Lauder, alongside emerging local brands. These companies leverage diverse strategies, including product diversification, strategic partnerships, and robust marketing campaigns, to maintain market share and cater to evolving consumer preferences. Despite the positive outlook, the market faces certain challenges such as fluctuating raw material prices and increasing regulatory scrutiny regarding cosmetic product safety and ingredient transparency. The projected Compound Annual Growth Rate (CAGR) of 6.79% from 2025 to 2033 suggests a consistent expansion of the facial makeup market. This growth is expected to be influenced by continuous product innovation, including the development of customizable and personalized makeup solutions, leveraging technologies like AI and AR for better consumer experiences. The increasing integration of sustainable and ethically sourced ingredients in product formulations is also expected to drive growth, attracting environmentally conscious consumers. Furthermore, strategic brand collaborations and influencer marketing will continue to play a crucial role in shaping market trends and driving sales. However, potential economic downturns and shifts in consumer spending patterns could pose challenges, requiring companies to adapt their strategies to navigate economic uncertainties. The market's success will depend on the ability of companies to address evolving consumer needs and preferences, remaining competitive in a dynamic market landscape.

Lip Liner Market size was valued at USD 468.9 Million in 2023 and is projected to reach USD 761.5 Million by 2031, growing at a CAGR of 6.5% during the forecast period 2024-2031.

Global Lip Liner Market Drivers

The lip liner market is influenced by various market drivers, which can be categorized into several key factors:

Growing Beauty and Cosmetics Industry: The overall expansion of the beauty and cosmetics industry significantly impacts the lip liner market. Increasing consumer interest in makeup products, particularly among millennials and Generation Z, drives demand for lip cosmetics, including lip liners.
Rising Influence of Social Media and Beauty Influencers: Social media platforms like Instagram, TikTok, and YouTube play a crucial role in shaping consumer preferences. Beauty influencers and tutorials featuring lip liners promote their usage and effectiveness, leading to increased sales.

During a September 2019 survey among Gen Z and Millennial internet users in the United States it was found, that YouTube and Instagram were the prevalent choice of platforms to follow influencers. YouTube ranked higher among Gen Z and Millennial male respondents, at 53 and 41 percent respectively. Instagram was more popular among women within these two groups, at 43 and 40 percent.

In a 2021 survey conducted among more than 350 U.S. Gen Z and Millennials, nearly two-thirds (62 percent) reported making a purchase on their smartphone as a result of branded social media posts and/or content shared by influencers.