Two-thirds of consumers don't regret purchases influenced by influencers, a survey reveals.

Research conducted by Youpix, in partnership with Nielsen, shows that two-thirds of consumers do not regret buying products recommended by digital influencers. Of the remaining third who were disappointed, 61% regretted the purchase because the product was bad, while 39% stated that the content creator lied in the advertisement.

The report "The Effect of Influence on Consumption" also reveals that 45% of buyers always have their expectations exceeded when they trust a creator's recommendation, while only 20% disagree. According to Fabio Gonçalves, international talent director at Viral Nation As a specialist in the influencer marketing market, this high consumer satisfaction with influencers reflects the trust built through authentic connections.

"When a creator recommends a product, they do so in a personalized way, sharing their own experiences and demonstrating practical, everyday applications. This proximity creates a much greater sense of credibility than traditional advertising, which often sounds impersonal," they explain. This analysis aligns with another finding from the Youpix and Nielsen research, which shows that content related to product usage applications encourages purchases. Usage tips and tutorials, for example, were identified as the main types of content that stimulate the purchase of a product recommended by an influencer.

Furthermore, influencers know their audiences well and understand their needs and preferences. This affinity allows them to select products that genuinely have the potential to appeal to their followers, increasing the likelihood of post-purchase satisfaction. Another important point is that, unlike conventional campaigns, creators usually respond to comments, answer questions, and engage with their audience, increasing confidence during the purchase process," the professional continues.

Fabio also says that transparency is becoming increasingly common in the influencer market. According to him, when influencers make it clear that content is sponsored, but still make a sincere recommendation, followers value that honesty. This combination of authenticity, proximity, and relevance explains why so many consumers are satisfied with their purchases, in the expert's opinion.

Finally, Gonçalves states that it is fundamental for agencies to encourage their talent to be authentic with their followers, contributing to an increasingly trustworthy influencer market with high consumer satisfaction: “At Viral Nation, for example, we instruct our talent to maintain genuine connections with their audience by prioritizing authenticity, transparency, and relevance in partnerships. The agency encourages influencers to only accept campaigns with brands that make sense for their audiences, avoiding incongruent promotions.” 

In addition, we advise them to be transparent about sponsored content, using clear markings such as #ad or #sponsored and sharing honest experiences with the products. Having an experienced agent is essential in this process, as often the proposals seem irresistible, but it is our job to advise the creator to say no if they don't believe in the product or if the company requires a post before the product has actually taken effect. This guidance helps avoid rushed campaigns, ensuring that recommendations are genuine. Carefully curating partnerships and encouraging a close relationship with followers strengthens trust in influencer advertising.

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.