A study conducted by Youpix, in partnership with Nielsen, reinforced the importance of influencers in the current scenario of the influencer marketing market. According to the survey, 43% of consumers remember content creators more than the brand itself in partnerships, whether paid or organic.
The study also highlights how the influence of creators impacts when choosing a product and making a purchase. 52% of consumers feel safe using brands used by influencers. In addition, the research “The Influence Effect on Consumption” shows that 54% of users love knowing the products and brands that influencers use.
According to Fabio Gonçalves, director of international talents at Viral Nation and specialist in the influencer marketing market, consumers’ trust in influencers comes from the proximity and authenticity that these creators build over time.
“Unlike brands, which often speak in an institutional way, influencers communicate like friends, sharing real experiences and building genuine connections with their followers. Consumers see influencers as ordinary people who test, approve, and recommend products transparently. This relationship generates identification and credibility, making the creator’s recommendation more impactful than traditional advertising,” he explains.
The professional also says that influencer marketing is not only based on product exposure but on the construction of engaging narratives: “When an influencer integrates a brand into their daily life naturally and coherently with their lifestyle, followers assimilate this recommendation as something reliable and relevant to them”.
However, how can brands ensure that the influencer is trustworthy enough to promote their product? In Fabio’s opinion, the right influencer choice goes far beyond the number of followers. According to him, brands need to analyze the creator’s actual engagement, the coherence of their content with the company’s values, and especially the authenticity of their relationship with the audience: “A reliable influencer is someone who has built a loyal audience based on transparency and consistency in their recommendations.”
Data such as the influencer’s partnership history and data analysis tools are considered essential in this filtering process to choose the ideal content creator: “In our agency, for example, we developed Viral Nation Secure, a tool that analyzes metrics of authenticity, engagement, and brand safety. With it, brands can identify if a creator has real followers, if the audience interacts genuinely, and if there is any reputation risk associated with their image. This type of analysis ensures that campaigns are carried out with influencers who truly have an impact and credibility with the audience.”
METHODOLOGY
The study was conducted between September 30 and October 7, 2024, with 1,000 respondents from different demographic profiles. Among the participants, 65% are women and 29% are men. The full research is available at https://www.youpix.com.br/pesquisa-shopper-2025-download.
