As consumers spend more time in a mobile-first environment, their scrolling habits reveal a clear shift: trust is moving from traditional advertising to the creators they follow. In feeds dominated by short videos, authentic reviews, and real experiences, people increasingly rely on creator voices to guide what they discover, evaluate, and ultimately buy. 

This shift is reshaping digital commerce, reflected in:

• 61% of consumers view creator recommendations as more credible than brand ads.

• Over 40% of e-commerce orders are influenced by creator-led content.

• Two creator groups dominate the landscape: 

  • Key Opinion Leaders (KOLs): Mega & Macro creators who strengthen branding, reach, and virality. 

  • Key Opinion Consumers (KOCs): Micro & Nano creators who boost consideration, conversion, and purchase intent.

With the creator economy redefining the rules, these insights remind us that the future of advertising rests in genuine voices and purposeful storytelling. For brands operating in today’s digital and omnichannel landscape, creator-led influence is no longer optional; it is now central to delivering meaningful impact.