Despite influencer marketing being one of the most utilized strategies by brands in the United States, a new study shows that consumer trust in this model has declined compared to traditional advertising. The “Influencer Trust Index” survey, conducted by BBB National Programs, indicates that while 87% of consumers express trust in ads aired on traditional media channels – such as TV, radio, and magazines – only 74% trust recommendations made by influencers. The study also reveals that 26% of consumers do not trust influencers, more than double the 11.3% who are skeptical of advertising in general.
The research further reveals that for 71% of consumers, transparency and honesty about the brand association are the most crucial factors in building trust, while 79% value honest reviews, even if they are not positive about the product/service being advertised. However, the perception that many influencers promote products they do not believe in or fail to disclose that it is advertising has raised suspicion, making conversion and audience engagement difficult. 80% of respondents lose trust when influencers are not genuine, honest, or transparent. Non-disclosure of relationships with brands also raises suspicion for 64% of respondents.
According to Fabio Gonçalves, director of Brazilian and North American talents at Viral Nation and an influencer marketing specialist for over a decade, this decline in trust is a direct reflection of market saturation and lack of professionalism in some sectors. “The trivialization of publications without context or real connection with the influencer has weakened the credibility of many. Today, the public is more demanding, they perceive when a recommendation is forced, and they demand coherence between speech and practice,” he evaluates.
He reinforces that trust is the main asset of a content creator: “Unlike traditional advertising, which relies on the authority of a vehicle, influencer marketing depends on the relationship built with the audience. When this relationship is broken — whether due to excess advertising, lack of positioning, or choosing the wrong campaigns — the consequence comes in the form of disengagement and loss of commercial value.”
In Fabio’s evaluation, the path to regaining trust lies in the coherence between content and product, transparency in commercial agreements, and a focus on real experiences. “Brands need to invest in influencers who truly know their audience and who only promote what makes sense within their narrative. The era of advertising for advertising’s sake is coming to an end — and this is positive because it opens up space for a more mature, ethical, and sustainable marketing approach.”
He concludes by highlighting how agencies need to adapt to this new moment. “At Viral Nation, we have been working with our talents to strengthen trust with the audience, positioning them as personal brands with well-defined values. We encourage them to say ‘no’ to campaigns that don’t fit and to cultivate long-term partnerships with companies. Our focus is to help creators deliver real results without compromising their relationship with those who matter most: their community.”
METHODOLOGY
The Influencer Trust Index study was conducted by BBB National Programs, in partnership with the University of Georgia and the McLean Hospital. The research analyzed the perceptions of American consumers regarding authenticity, transparency, and trust in influencer marketing, comparing the results with the performance of traditional advertising. The full report is available at: https://bbbprograms.org/media/insights/blog/influencer-trust-index
