43% consumers remember influencers more than brand advertising, research shows

A survey 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 more about content creators 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% consumers feel safe using brands used by influencers. In addition, the survey “O Effect of Influence on Consumption” shows that 54% of users love to know the products and brands that influencers use. 

According to Fabio Goncalves, director of international talent at Viral Nation and an expert in the influencer marketing market, consumer confidence in influencers comes from the proximity and authenticity these creators build over time.

“Unlike brands, which often speak institutionally, influencers communicate as 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 based only on product exposure, but on the construction of engaging narratives: “When an influencer integrates a brand into their daily lives in a natural way and consistent with their lifestyle, followers assimilate this recommendation as something reliable and relevant to them”.

But, after all, how can brands make sure that the influencer is reliable enough to advertise their product? In Fabio's opinion, the choice of the right influencer goes far beyond the number of followers. For him, brands need to analyze the real engagement of the creator, the coherence of their content with the values of the company and, especially, the authenticity of their relationship with the audience: “A trusted influencer is one who has built a loyal audience based on transparency and consistency of their” recommendations.

Data such as influencer 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 authenticity, engagement and security metrics of brand safety. With it, brands can identify if a creator has real followers, if the public interacts in a genuine way and if there is any reputation risk associated with their image. This type of analysis ensures that campaigns are made with influencers who really have 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.