Consumidores confiam mais em publicidade tradicional do que em marketing de influência, aponta estudo

Despite influencer marketing being one of the most used strategies by brands in the United States, a new study shows that consumer confidence in this model has fallen in relation to traditional advertising.The survey “Influencer Trust Index” by BBB National Programs points out that while 87% of consumers express confidence in ads served on traditional media channels such as TV, radio and magazines 74% rely on recommendations made by influencers. The study also shows that 26% of consumers do not trust influencers, more than double the 11,3% that disconnect from general advertising.

The survey also reveals that for 71% of consumers, transparency and honesty about brand association are the most crucial factors to establish trust, while 79% value honest reviews, even if they are not positive about the product/service advertised. However, the perception that many influencers promote products in which they do not believe or omit that it is advertising has generated mistrust, making it difficult for the conversion and engagement of the public. 80% of respondents lose confidence when influencers are not genuine, honest or transparent. The non-disclosure of brand relationships also generates mistrust of respondents 14T.

For Fabio Goncalves, director of Brazilian and American talent at Viral Nation and an expert in the influence marketing market for more than ten years, this drop in trust is a direct reflection of the saturation and lack of professionalism of the market. “The trivialization of publications without context or real connection with the influencer has weakened the credibility of many people.Today, the public is more demanding, realizes when the recommendation is forced and charges consistency between the discourse and the practice of”, 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 by excessive advertising, lack of positioning or wrong choice of campaigns ', the consequence comes in the form of disengagement and loss of commercial value.”

In Fabio's assessment, the way to regain trust is in the coherence between content and product, transparency in commercial agreements and focus on real experiences. “Brands need to invest in influencers who really know their audience and who only promote what makes sense within their narrative. The era of publici por publi is coming to an end & this is positive, because it opens space for more mature, ethical and sustainable marketing.”

He concludes by highlighting how agencies need to adapt to this new moment.“Na Viral Nation, we have worked 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 do not fit and that cultivate long-term partnerships with companies.Our focus is to help creators deliver real results without compromising the relationship with who matters most: their community.’

METHODOLOGY

The Influencer Trust Index study was conducted by BBB National Programs in partnership with the University of Georgia and McLean Hospital.The survey analyzed American consumers' perceptions of authenticity, transparency, and trust in influencer marketing, comparing the results with traditional advertising performance https://bbbprograms.org/media/insights/blog/influencer-trust-index