In short: Three published surveys point the same way. In Bazaarvoice’s 2024 survey, 60% of U.S. consumers said they had made a purchase after watching a video, and 66% said they prefer discovering new products through social video. In its 2021 survey, 62% said they were more likely to buy if they could see both photos and videos from previous customers. Tinuiti’s 2025 study of U.S. beauty shoppers found social media was the top first-discovery channel, at 38%. These are survey answers, not results for your product, and the notes below say how to read them.
The figures
| Finding | Source |
|---|---|
| 60% of U.S. consumers have made a purchase after watching a video on social media or an influencer’s product video | Bazaarvoice 2024 |
| 66% of U.S. consumers (64% globally) prefer discovering new products through social video | Bazaarvoice 2024 |
| 91% of U.S. consumers (90% globally) enjoy watching product-focused videos on social | Bazaarvoice 2024 |
| 62% are more likely to buy if they can view both photo and video content from previous customers | Bazaarvoice 2021 |
| 73% of 18–34 year-olds prefer it when brands use visual UGC, against an average of 64% across other age groups | Bazaarvoice 2021 |
| 38% of U.S. beauty shoppers named social media as where they first saw or heard about a product they later bought, the top answer | Tinuiti 2025 |
| 62% of Gen Z beauty shoppers had discovered a beauty product on social media | Tinuiti 2025 |
| Nearly two out of three beauty shoppers had bought a beauty product on an influencer’s recommendation in the past year | Tinuiti 2025 |
| 21% regularly watch Get Ready With Me videos and 18% watch shopping hauls | Tinuiti 2025 |
| AI chatbots helped 4% of beauty shoppers find a new product they later bought | Tinuiti 2025 |
Who was asked
- Bazaarvoice 2024: a press release dated March 20, 2024. It reports a survey of 8,089 consumers in six countries (United States, United Kingdom, Germany, France, Australia and Canada), 2,000 of them in the U.S., with fieldwork by Savanta. The release’s methodology note dates the fieldwork to January 2023.
- Bazaarvoice 2021: a press release dated January 26, 2021, reporting a Savanta survey of more than 8,000 consumers in the UK, US, Canada, France, Germany and Australia, fielded in November and December 2020.
- Tinuiti 2025: a survey of 1,003 U.S. beauty shoppers in January 2025.
How to read these numbers
- They are self-reported. People say what they remember and what they think they do.
- The publishers have an interest. Bazaarvoice sells review and user-generated-content software and Tinuiti is a marketing agency. That does not make the figures wrong; it is a reason to read the original and not only a headline.
- The mix differs. The 2024 purchase figure covers videos on social media or from an influencer, not only UGC. Tinuiti’s study does not measure UGC as a separate category; it measures social discovery and influencer recommendations.
- The data is older than the labels suggest. The 2024 release reports fieldwork from January 2023 and the 2021 release from late 2020. Treat both as direction, not as today’s level.
- None of it is a result for your brand. A video that works for one product can fall flat for another. Test your own; see how to measure UGC performance.
What brands can take from it
- Video belongs where shoppers decide. Product pages, ads and email are the places to start; see how to use UGC videos on product pages.
- Customer-style content is worth commissioning. If shoppers say they want to see people like them use the product, a library of such videos is a reasonable investment. The real cost of a UGC video shows how to price it.
- Beauty discovery happens on social. Brief for the formats shoppers watch, such as reviews, tutorials and GRWM videos; see GRWM UGC videos and the UGC video specs.
Quick answers
- Do shoppers like watching product videos? In Bazaarvoice’s 2024 survey, 91% of U.S. consumers (90% globally) said they enjoy watching product-focused videos on social.
- Where do beauty shoppers first hear about products? In Tinuiti’s 2025 study, social media was the top answer, at 38% of U.S. beauty shoppers.
- Do customer photos and videos matter? In Bazaarvoice’s 2021 survey, 62% said they were more likely to buy if they could see both photo and video content from previous customers.
- Do creators influence purchases? Tinuiti found that nearly two out of three beauty shoppers had bought a beauty product on an influencer’s recommendation in the past year.
- Do AI chatbots help beauty shoppers find products? In the same study, chatbots helped 4% of shoppers find a new product they later bought.
On Usicri
Usicri is where a brand turns these findings into videos. You write a campaign for fashion, beauty or personal care products, set the payout per approved video and the number of videos, and creators film and upload finished videos. You review each one and your card is charged only for the videos you approve, with no platform fee on videos approved through December 31 and a platform fee of 15% after that. An approved, paid video comes with a license that covers advertising (section 5 of the Terms of Service); ads run through the creator’s own account, known as whitelisting, need a separate agreement. Creators choose your campaign, so a campaign is not guaranteed to receive submissions. See how it works for brands or create a free brand account.