A survey conducted by Youpix, in partnership with Nielsen, reinforced the importance of influencers in the current influencer marketing landscape. According to the study, 43% of consumers remember content creators more than the brands themselves in partnerships, whether paid or organic.
The study also highlights how creators’ influence impacts product selection and purchasing decisions. 52% of consumers feel confident using brands recommended by influencers. Additionally, the research “The Effect of Influence on Consumption” shows that 54% of users love knowing the products and brands influencers use.
According to Fabio Gonçalves, Director of International Talent at Viral Nation and an expert in the influencer marketing market, consumer trust in influencers stems from the closeness and authenticity these creators build over time.
“Unlike brands, which often communicate institutionally, influencers engage as friends, sharing real experiences and building genuine connections with their followers. Consumers see influencers as regular people who test, approve, and recommend products transparently. This relationship creates identification and credibility, making the creator’s recommendations more impactful than traditional advertising,” he explains.
The professional also states that influencer marketing isn’t just about product exposure but about crafting engaging narratives: “When an influencer naturally integrates a brand into their daily life in a way that aligns with their lifestyle, followers perceive the recommendation as trustworthy and relevant to them.”
But, after all, how can brands ensure an influencer is trustworthy enough to promote their product? In Fabio’s view, choosing the right influencer goes far beyond follower count. For him, brands must analyze the creator’s real engagement, content alignment with the company’s values, and, above all, the authenticity of their relationship with the audience: “A trustworthy influencer is one who has built a loyal audience based on transparency and consistency in their recommendations.”
Data such as the influencer’s partnership history and analytics tools are considered essential in this filtering process to select the ideal content creator: “At our agency, for example, we developed Viral Nation Secure, a tool that analyzes authenticity metrics, engagement, and brand safety. With it, brands can identify whether a creator has real followers, if the audience interacts genuinely, and if there are any reputation risks associated with their image. This type of analysis ensures campaigns are executed with influencers who truly have impact and credibility with their audience.”
METHODOLOGY
The study was conducted between September 30 and October 7, 2024, with 1,000 respondents from diverse demographic profiles. Among participants, 65% were women and 29% men. The full research is available at https://www.youpix.com.br/pesquisa-shopper-2025-download.
