New report uncovers nearly 9 in 10 followers of Instagram Broadcast Channels buy products touted by their favorite creators, signaling creators’ growing influence in prime shopping seasons
SAN FRANCISCO, Sept. 3, 2025 /PRNewswire/ — Collective Voice, the creator monetization platform trusted by over 140,000 creators and 22,000 brands, released its annual Holiday 2025 Creator Commerce Report, revealing a sharp pivot in how creators earn and consumers shop.
This year’s findings uncover the rise of Instagram Broadcast Channels as a sales driver, with 89% of active followers making purchases based on a creator’s recommendation in the past six months. The report also found six in ten shoppers check comments before purchasing, signaling a new era of interactive, creator-led holiday shopping.
The new report also reveals 70% of creators expect traditional sponsored posts will be only 25% or less of their holiday content, opting instead for performance-based affiliate strategies fueled by gifting, early access, and trusted product recommendations.
Drawing insights from a dual survey of creators and consumers, the report paints a clear picture: creators prioritize affiliate content, authenticity, and performance-based campaigns over traditional flat-fee sponsorships. Additionally, consumers are responding to peer trust, real-time interaction, and unconventional shopping formats.
“Content is the new shelf space, and this holiday season, it’s on social media, not in-store,” said Clair Sidman, vice president of marketing at Collective Voice. “Creators are doing more than just inspiring purchases; they’re building entire commerce ecosystems powered by trust, interactivity, and performance. From broadcast channels to the comments section, consumers now browse by price, relationship, and formats that feel personal and participatory. Brands and creators who reflect this mindset will capture both attention and measurable sales.”
Key Insights from the Holiday 2025 Creator Commerce Report
Broadcast Channels emerge as high-intent conversion hubs
- 75% of consumers are familiar with Instagram Broadcast Channels; over half check them daily.
- Nearly half of active subscribers (49%) have made 4+ purchases from creator Broadcast Channels in the past six months.
- Beauty, fashion, and deal alert content are top performers.
Comment sections are the new review forums
- 62% of consumers consult the comment section before purchasing an item.
- 65% of consumers trust creators more when creators share both pros and cons in reviews.
- Expert reviews and traditional endorsements rank lowest in consumer trust.
Working smarter: creators avoid burnout with automation tools
- 70% expect content output to increase this season.
- One in three creators post more than four times per day.
- To keep up, creators rely on DM automation tools like Shop The Look, shoppable product links, curated guides, and real-time analytics.
Affiliate moves from the sidelines to center stage
- Sponsored posts are being deprioritized in favor of flexible monetization via affiliate tools.
- Early access and gifting ranked as the most valuable perks from brand partners, outpacing even flat-fee pay. When paired with affiliate, these benefits become even more powerful, giving creators a head start to share and monetize products before they hit the wider market.
“This year’s data shows that the brands that succeed this holiday season will create campaigns around how people actually shop: through trusted creators, interactive formats, and real-time recommendations,” added Sidman. “That means brands should focus on affiliate-driven content instead of one-time sponsorships, offering creators early product access and gifting opportunities, and engaging more with high-impact spaces like broadcast channels and comment sections. The more you match how audiences interact, the more likely you are to turn inspiration into sales.”
Read the full Holiday 2025 Creator Commerce Report here.
About Collective Voice
Collective Voice is a content monetization platform built for modern creators. Home to over 140,000 creators and 22,000 brands, Collective Voice provides affiliate tools, brand partnerships, and education that help creators earn on their terms. With features like link-in-bio storefronts, automated direct messages (DMs), and real-time analytics, Collective Voice is pioneering a more inclusive and intuitive future for the creator economy.
Media Contact:
Tiffany Knighten
tiffany@brandcurators.co
SOURCE Collective Voice