Observed Signal · Jul 29, 2026 · Market Research · Source: Lebensmittelzeitung · Impact: 2/5 · Sentiment: Positive
Publicis Study: Influencers Drive Direct Sales
A new study from the agency network Publicis finds that digital word-of-mouth from influencers increasingly outperforms classic advertising and that influencer marketing is shifting from a branding/entertainment format toward becoming a direct driver of sales. The article reporting the study was published by Lebensmittelzeitung on July 29, 2026, and authored by Marco Hübner.
Study from a major agency network provides evidence that influencer marketing increasingly drives direct sales; useful signal for marketers and agencies but not a platform-level or regulatory shift.
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Key Takeaways & Evidence Grounding
- The agency network Publicis published a study on the sales impact of influencers.
- The study finds digital word-of-mouth increasingly outperforms classic advertising.
- According to the study, influencer marketing is evolving from a branding/entertainment format into a direct driver of sales.
- The article was published on Lebensmittelzeitung.net on 2026-07-29 and written by Marco Hübner.
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Publicis Study: Influencers Drive Purchase Decisions
A Publicis Media study, “Publicis More: Influencer Impact,” surveyed 1,300 people aged 18–75 in Germany (data collected online 8–22 June 2026) and finds influencer content plays a major role across the customer journey. Two-thirds of platform users consume influencer content at least daily; Instagram (75%), TikTok (73%) and YouTube (62%) show the highest daily usage. Overall, 40% said they discovered products or trends via influencers (54% Gen Z), 47% have bought an influencer-recommended product (59% Gen Z), and more than half in every generation rate social media influence higher than classic media. The study also reports generational differences in preferred formats (short vs. long video) and platform use for entertainment, inspiration and information.
Publicis Study: Influencers Shape Shopping Across Generations
A Publicis study finds that influencers increasingly shape what products people like and buy across all generations. The research shows that the majority of consumers draw shopping inspiration from creators and highlights which types of content are most sought-after on various social media platforms. The article reporting the study was published by Horizont on July 29, 2026, written by Helena Birkner.
Ricola brings back 'Who invented it' campaign in Germany
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