Social media influencers are reshaping how parents shop for back to school

HARTFORD, Conn. (WFSB) - A recent survey found that 75 percent of shoppers use social media for inspiration and product recommendations, and brands are increasingly turning to online influencers to reach them.

Quinnipiac University professor John Powers, who teaches influencer marketing, said the shift reflects where consumers are spending their attention.

“Companies are going where people are and where they’re getting their information,” Powers said.

Recent data cited by Powers shows two-thirds of shoppers trust influencers. A study by financial firm Deloitte found influencer-driven purchases surged to 56 percent among Gen Z shoppers. The same study found social media shoppers spend 1.8 times more than shoppers who do not use social media.

Powers said influencers have built credibility that brands want access to.

“They have built up enough credibility in the digital and social media worlds that they have a built-in audience. So when they write a blog or post something on social media, people recognize their name. They have instant credibility,” Powers said. “And if we feel that person is relatable and trustworthy, and that item or service is going to improve my life, then it’s going to be very valuable. Trust is a huge part of this.”

Caitlin Houston is a mother of three school-aged children and works as a mom, blogger, and influencer. She said much of what she buys for her daughters now comes from people she follows online.

“A lot of what I buy for my daughters now is coming from what I see other people sharing, and it’s the people that I know and trust,” Houston said.

Houston shares product links and earns a small commission when someone makes a purchase through them. She also partners with brands to promote products. But she said she has become selective about which partnerships she accepts.

“I’ve gotten to the point where I won’t accept every brand that is in my inbox, because I want to be genuine and I don’t want to seem dishonest. I want people to trust me,” Houston said.

Powers said that trust is what makes the model work — for influencers and for the companies investing in them.

“They’re investing not only money, but also staff, time and resources to research how to target those people,” Powers said.