A study conducted by Youpix, in partnership with Nielsen, reinforced the importance of influencers in the current influencer marketing market. According to the survey, 43% of consumers remember content creators more than the brand itself in partnerships, whether paid or organic.
The study also highlights how the influence of creators impacts the choice of a product and the making of a purchase. 52% of consumers feel safe using brands used by influencers. Furthermore, the research "The Effect of Influence on Consumption" shows that 54% of users love knowing which 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 that these creators build over time.
“Unlike brands, which often speak in an institutional way, influencers communicate like friends, sharing real experiences and building genuine connections with their followers. Consumers see influencers as ordinary people who test, approve, and recommend products transparently. This relationship generates identification and credibility, making the creator's recommendation more impactful than traditional advertising,” he explains.
The professional also says that influencer marketing is not just about product exposure, but about building engaging narratives: "When an influencer integrates a brand into their daily life in a natural and coherent way with their lifestyle, followers assimilate this recommendation as something trustworthy and relevant to them."
But how can brands ensure that an influencer is trustworthy enough to promote their product? In Fabio's opinion, choosing the right influencer goes far beyond the number of followers. For him, brands need to analyze the creator's real engagement, the consistency of their content 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 the transparency and consistency of their recommendations."
Data such as the influencer's partnership history and data analysis tools are considered essential in this filtering process to choose the ideal content creator: “At our agency, for example, we developed Viral Nation Secure, a tool that analyzes metrics of authenticity, engagement, and brand safety. With it, brands can identify if a creator has real followers, if the audience interacts genuinely, and if there is any reputational risk associated with their image. This type of analysis ensures that campaigns are carried out with influencers who truly have impact and credibility with the audience.”
METHODOLOGY
The study was conducted between September 30 and October 7, 2024, with 1,000 respondents from different demographic backgrounds. Among the participants, 65% are women and 29% are men. The complete research is available at https://www.youpix.com.br/pesquisa-shopper-2025-download .
