A survey conducted by Youpix, in partnership with Nielsen, shows that two-thirds of consumers do not regret buying products recommended by digital influencers. Among the other third who were disappointed, 61% regretted it because the product was bad, while 38% said the content creator lied in the advertising.
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, director of international talent at Viral Nation and an expert 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 showing practical applications in daily life. This closeness creates a much greater sense of credibility than traditional advertising, which often sounds impersonal,’ he explains. The analysis aligns with another finding from the Youpix and Nielsen survey, which shows that content related to product usage applications encourages purchases. Usage tips and tutorials, for example, were cited as the main types of content that stimulate the purchase of a product recommended by an influencer.
‘Additionally, influencers know their audiences well and understand their needs and preferences. This affinity allows them to select products that truly have the potential to please their followers, increasing the chance of satisfaction after purchase. Another important point is that, unlike conventional campaigns, creators usually respond to comments, answer questions, and engage with their audience, enhancing purchase confidence,’ the professional continues.
Fabio also says that transparency has become an increasingly common practice in the influencer market. According to him, when influencers make it clear that content is sponsored but still provide honest recommendations, followers value this honesty. This combination of authenticity, closeness, and relevance explains why so many consumers feel satisfied with their purchases, in the expert’s opinion.
Finally, Gonçalves states that it is essential for agencies to encourage their talents 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 talents to maintain real connections with the 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 promotions without coherence.’
‘Furthermore, we guide them to be transparent about sponsored content, using clear markings like #publi or #ad and sharing sincere experiences with the products. Having an experienced agent is essential in this process, as proposals often seem irresistible, but it’s up to us 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 actually works. This guidance helps avoid rushed campaigns, ensuring recommendations are genuine. Carefully curating partnerships and encouraging a close relationship with followers strengthens trust in influencer advertising,’ he concludes.
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% men. The full survey is available at https://www.youpix.com.br/pesquisa-shopper-2025-download.
