B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
47%
47% -- share of social shoppers trusting peer sources over branded content for social shoppers (2025)
In 2025, 47% of social shoppers trusted organic peer sources more than branded content, compared to 37% influenced by official brand posts and ads.
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Lighthouse Research Team
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Evidence graded
Value
47%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Bazaarvoice
Primary
Tier A
https://www.insightios.com/blog/customer-language-dtc-marketing ↗
Source Article
How to Use Customer Language in Your DTC Marketing | Insightios
Most DTC copy is accurate. It describes the product correctly. It's not misleading. But "accurate" and "resonant" are different things. Accurate means you got the facts right. Resonant means your customer reads a line and thinks: that's exactly what I was dealing with.
The gap between the two is alm…
Original Research
Bazaarvoice
· Original study ↗
Methodology
Bazaarvoice Shopper Preference Report 2025
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
social shoppers: 47% share of social shoppers trusting peer sources over branded content. Source: Bazaarvoice (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/peer-trust-vs-branded-content-2025
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<blockquote cite="https://lighthousedata.io/data/peer-trust-vs-branded-content-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>47%</strong> -- share of social shoppers trusting peer sources over branded content for social shoppers<br><small>Source: Bazaarvoice (2025) · <a href="https://lighthousedata.io/data/peer-trust-vs-branded-content-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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