American consumers regard YouTube as the most trusted social e-commerce platform!

According to a report from Insider Intelligence, American consumers are increasingly relying on YouTube to find and buy products. Nearly two-thirds of American consumers believe that YouTube is somewhat or very trustworthy in finding and buying products, followed by Facebook (51%). Instagram ranks third with a 45% share, followed by LinkedIn (37%), Twitter (37%) and TikTok (35%).

Among other findings, 45% of U.S. consumers said they were at least likely to buy a product on Instagram, two percentage points higher than on Facebook.

Brands are more willing to invest in advertising and shopping tools on YouTube, according to Insider Intelligence, which predicts YouTube will have 230.6 million monthly U.S. users this year, far ahead of Facebook's 178.3 million and Instagram's 128.3 million.

According to Insider Intelligence, Instagram is expected to spend $2.231 billion on influencer marketing this year. YouTube will spend $948 million, while TikTok and Facebook will spend $774.8 million and $739 million, respectively. As TikTok's influence becomes more widespread, Insider Intelligence predicts that TikTok will surpass the second largest platform, YouTube, in 2024.

Editor ✎Estella/

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