Influencers are still a powerful force in marketing, but the landscape is shifting. Consumers are increasingly discerning about which influencers they trust. While some influencers maintain credibility, many people are growing skeptical of those who don’t seem to be authentic in their promotional content. This shift raises important questions about the future of influencer marketing and the types of influencers consumers find most trustworthy.
For brands, these insights highlight the importance of choosing influencers who have a genuine, trusted connection with their audience. Consumers crave authenticity and relevance in the recommendations they see in their social media feeds. To drive meaningful engagement and purchase behavior, partnering with influencers who genuinely believe in your product and have a clear alignment with their audience’s values and needs can be a major differentiator.
Content creators and brands alike also need to be cautious of the quantity of partnerships they do. Oversaturating followers with too many ads or sponsored content can make consumers feel as if they are always being sold to and erode trust, even among those who are otherwise loyal. Allowing influencers to retain a degree of creative freedom and authenticity, even in their sponsored posts, can help ensure that when a product is being promoted, it feels meaningful and trustworthy.
Our Insights team will partner with you to design a study to help you better understand your consumers and their problems, and how your brand can win at retail.