Forget models in magazines.
More consumers are buying goods and services based on what they see in their Instagram feed, recent trends suggest.
The shift is happening for good reason, and it's forcing companies to adapt. A new study by TapInfluence found that social media influence marketing is 11 times more effective than banner ads, meaning that social media accounts with wide followings, so-called "influencers," are coveted by companies looking to reach plugged-in consumers.
The dynamic means that advertising dollars are increasingly flowing to social media-based campaigns. According to a 2015 study by eMarketer, Instagram's global mobile ad revenues are expected to close in on nearly $3 billion by 2017. That figure would accounting for over 10 percent of the revenues of Facebook, its parent company.
The new paradigm underscores the influence of social media, and users who are shunning traditional methods of consuming information. In the brave new world of streaming and social networks, companies are finding there's less payoff in television and print media advertising, some experts say.
"Consumers trust the opinions of those in their social media group, including friends, bloggers and celebrities, more than messages they are getting directly from brands," Liz Dunn, founder & CEO of Talmage Advisors, told CNBC. "As a result, retailers and brands are trying to cultivate relationships with influencers to gain consumer attention."