A new survey conducted by Youpix, a consultancy specialized in Creator Economy, in partnership with Nielsen, a company specialized in data measurement and audience analysis, revealed that influencers with between 10,000 and 1 million followers convey more trust to consumers than major celebrities. Even micro-influencers, who have between 10,000 and 50,000 followers, are more trustworthy than global personalities, according to the study.
The survey measured the level of trust for each profile. Celebrities had the highest percentage when it comes to distrust, with 26%, and the lowest number of choices in ‘partially trust,’ with 58%. For comparison, all other types of influencers have the partial trust of at least 69% of respondents, and none of them reached the 20% mark for ‘do not trust.’
According to Fabio Gonçalves, director of international talent at Viral Nation and an expert in the influencer marketing market, this current dynamic reflects a shift in consumer behavior and how digital advertising is perceived: ‘Today, the audience seeks authenticity and closeness with those they follow on social media, and micro and mid-sized influencers can deliver this more naturally than major celebrities.’
In the professional’s opinion, influencers with fewer followers generally have a more engaged and niche audience, which generates a higher level of trust: ‘They are seen as ordinary people sharing real experiences, while celebrities may seem distant and associated with traditional advertising contracts, which reduces the perception of spontaneity. Additionally, brands are increasingly investing in campaigns with these profiles because the return tends to be more efficient in terms of conversion and cost-benefit. The followers of micro and mid-sized influencers trust their recommendations more and identify with them, making campaigns more effective. This explains why this trend continues to grow and shape the influencer marketing market.’
Despite the greater trust currently placed in micro and mid-sized influencers, Fabio notes that this does not mean that major celebrities are not effective in influencer marketing campaigns, especially since the impact of a celebrity can be immense, particularly when there is genuine alignment between their image, their engagement, and the product or service being promoted.
‘Many global personalities have a highly engaged and loyal fan base, which can generate significant movement for brands. Additionally, some celebrities have the authority to speak about certain topics, whether due to expertise or personal experience. An athlete sponsoring a sports supplement brand or an actress promoting a skincare line, for example, can have natural credibility within these segments. Another important point is awareness building. Major celebrities can offer reach that micro and mid-sized influencers would hardly achieve alone, making them strategic for top-of-funnel campaigns, where the goal is to massify the message and strengthen brand recognition,’ he explains.
Gonçalves adds that agencies and brands need to be attentive to the changes in this highly volatile market: ‘At Viral Nation, for example, we understand that audience trust is one of the most important pillars of influencer marketing, and therefore, we have structured strategies that combine different creator profiles to meet the specific needs of each brand. At the same time, we recognize that major celebrities still play a fundamental role in the market, especially for brand awareness strategies. That’s why we have invested in hybrid campaigns, where creators of different sizes work together, ensuring massive reach without losing audience authenticity and trust. Our differentiator lies in the ability to use data intelligence and technology to map which influencers make sense for each campaign, going beyond follower count and analyzing factors such as engagement rate, niche credibility, and conversion history.’
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 complete survey is available at https://www.youpix.com.br/pesquisa-shopper-2025-download.
