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Data across five global markets reveals 29% of shoppers research products independently after viewing creator content, bypassing direct affiliate links.
Abbey Cerek, VP of Strategy at , analyzes global consumer research in a March 2024 study suggesting that traditional last-click attribution models significantly undervalue creator marketing. The research surveyed consumers across the US, UK, Australia, France, and Brazil. Data indicates that creators function primarily as mid-funnel influencers rather than direct conversion closers.
The data reveals a stark contrast between consumer behavior and standard tracking methods. According to the study, 41.2% of consumers search for more information or reviews after seeing creator content. Another 39.7% visit the brand’s website or app. In contrast, purchasing directly through a creator’s link or discount code ranked seventh among actions taken, at just 22.9%.
This discrepancy suggests that creators drive interest and consideration, even if they do not receive credit for the final sale. The study found that only 12.6% of creator followers reported taking no action. Consequently, creator content influences nearly nine out of ten viewers in some capacity.
Creators do not choose the store; they choose the shortlist. Shoppers pick a retailer based on price and delivery, but they often arrive at the store already knowing which three products they are considering.
Reliance on last-click attribution creates a reporting blind spot. The Rakuten Advertising data shows that 29.2% of consumers bought a product after researching it independently following a creator’s post. This group outnumbers the 22.9% who converted directly through the creator's link.
Under standard last-click models, analytics platforms often attribute these sales to organic search, direct traffic, or paid search. This erasure of the creator’s influence from the conversion path makes the affiliate or partner program appear less effective than the data suggests.
While the funnel structure remains consistent globally, the intensity of influence varies by region. In Brazil, 95.4% of creator followers take action after seeing content. Conversely, French consumers showed more skepticism. Only 32.3% of French respondents trust creator recommendations compared to 55.5% who trust editorial or expert reviews.
Despite these regional differences, the creator remains focused on the "shortlist" phase. When consumers decide where to shop, price (74.4%) and shipping (73.9%) remain the primary drivers. However, creators often act as the catalyst that puts the product in the consumer's mind before these logistical factors come into play.
Affiliate managers should consider more sophisticated tracking and payout models. Incorporating mid-funnel influence ensures creator programs remain sustainable and correctly funded.
Source: Rakuten Blog
On Affilitizer: Rakuten Advertising
This article was created with AI assistance and editorially reviewed.
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