Do people actually buy something after seeing a nano-influencer use it?

Sixty per cent of consumers buy a product after seeing a nano-influencer use it, according to a 2025 sector analysis by archive.com. The word doing the work in that sentence is use.

The figure isn't about a recommendation. It's about someone holding the thing, wearing it or riding it, in a situation the viewer recognises. Nothing is claimed, something is shown — and the viewer does the rest of the work. That's a different mechanism from an advertisement, and it's why a studio shoot structurally can't produce this effect.

The condition comes with it. A product an athlete doesn't use in an ordinary week doesn't end up on camera being used either; what you get is a photo of a box on a kitchen table. So we select on what someone already does. A gravel tyre for whoever rides gravel on Sundays, not a recovery drink for whoever runs three times a year.

Do check the figure the right way, though. Sixty per cent is what people say about themselves in a survey, not what a till system measured. We'd rather attach a discount code or link per athlete; then you don't have to take anyone's word for it.