Influencer Trends to Watch: Trend #5 The Influencer Effect

Move over, primetime TV—there’s a new star in the product launch arena. As traditional advertising struggles to grab younger audiences, influencers are stepping in to fill the gap. With 64% of consumers saying they discover new products through influencers daily or weekly, creators are proving they’re more than just trendsetters—they’re trusted product matchmakers.

But influencers aren’t just about making the latest gadgets go viral. They’re influencing purchases across all demographics, including Boomers and Gen Xers. From affordable finds to big-ticket splurges, they’re inspiring people of all ages to click “buy now.” To learn more about the influencer effect on new product sales, explore our new influencer eBook, The Influencer Effect: A Global Perspective on Consumer Engagement.

Why Influencers Are Perfect for Product Discovery

Influencers have the magic touch when it comes to making products feel personal. They don’t just advertise—they share stories, give authentic testimonials, and show products in action. For consumers, that feels less like a sales pitch and more like a friend’s recommendation.

Many shoppers—whether they’re “followers” or not—actively seek out influencer reviews when considering a purchase. Whether it’s a skincare routine or a high-end home gadget, influencers have become the go-to source for trusted advice.

Big-Ticket Items, Big-Time Results

Sure, influencers can move lipsticks and lattes, but their power doesn’t stop there. They’re also driving sales of major purchases, from luxury tech to home appliances. The stats speak for themselves: in the last six months, 61% of 35–49-year-olds and 53% of 50–64-year-olds made purchases through an influencer link.

And yes, Boomers are in on the action too, with 40% reporting they’ve made influencer-inspired buys. It’s proof that influencer marketing isn’t just a young person’s game—it’s a multigenerational movement.

The Rise of Influencer-Led Product Launches

Launching a new product? Influencers might be your secret weapon. They know how to create buzz and make product debuts feel like can’t-miss events. By teaming up with creators who align with your brand, you can turn a simple launch into a full-blown moment.

The beauty of influencer marketing is its versatility. Whether you’re introducing a completely new product line or trying to attract fresh audiences, influencers make your brand more approachable and relatable. Their ability to build trust and spark curiosity works wonders for driving awareness and engagement.

How to Win With Influencers

Want to make the most of influencer marketing? Here’s how to get it right:

1. Introduce Your Brand to New Audiences
   Influencers are perfect for helping you break into new markets or connect with untapped audiences. Whether you’re targeting Gen Z or Boomers, the right creator can give your brand the visibility and credibility it needs to make a splash.
2. Turn Buzz Into Direct Sales
   It’s not just about likes and shares—many influencers drive daily and weekly purchases. Their followers trust them to highlight products worth trying, making them a powerful tool for boosting conversions.
3. Optimise With Affiliate Tracking
   Take your performance marketing up a notch by using affiliate-style tracking. These tools help you see exactly how many clicks, conversions, and sales each influencer generates. The data gives you better insights into both your creators and your customers.
4. Fine-Tune Your Strategy With Dynamic Commissioning
   With affiliate tools, you can set custom commissions based on your business goals. Want to promote full-price items or attract first-time buyers for your launch? Dynamic commissioning ensures you’re getting the most bang for your buck while keeping your campaigns laser-focused.

The Future of Product Discovery Is Here

Influencers aren’t just trend followers—they’re shaping how brands connect with consumers. From driving product awareness to encouraging direct sales, their impact is undeniable. And as more tools emerge to track and optimise these campaigns, influencer marketing will only get stronger.

So whether you’re launching a new product or looking to tap into a fresh audience, it’s time to harness the power of creators. They’ve got the influence—and the audience—to make your brand the next big thing.

This global look into influencer marketing is all about helping you boost your strategy. Ready to up your game? Rakuten Advertising’s expert teams are here to take your influencer campaigns from planning to ROI tracking. From managing creators to optimising affiliate links, we can help you deliver diverse, high-quality content to drive results across all channels.

Let’s connect and make those influencer campaigns work harder for you!