A study conducted by Youpix, in partnership with Nielsen, reinforced the importance of influencers in today's influencer marketing market landscape. According to the survey, 43% of consumers remember content creators more than the brand itself in partnerships, whether they are paid or organic
The study also highlights how the influence of creators impacts the choice of a product and making a purchase. 52% of consumers feel safe using brands endorsed by influencers. Furthermore, The research "The Effect of Influence on Consumption" shows that 54% of users love knowing the products and brands that influencers use.
According to Fabio Gonçalves, international talent director at Viral Nation and specialist in the influencer marketing industry, Consumer trust in influencers comes from the proximity and authenticity that these creators build over time
Different from brands, who often speak in institutional terms, influencers communicate like friends, sharing real experiences and building genuine connections with your 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, explain
The professional also says that influencer marketing is not based solely on product exposure, but in building engaging narratives: "When an influencer integrates a brand into their daily life in a natural way that is consistent with their lifestyle, followers assimilate this recommendation as something reliable and relevant to them
But, after all, how brands can ensure that an influencer is trustworthy enough to promote their product? In Fabio's opinion, choosing the right influencer goes far beyond follower count. For him, brands need to analyze the creator's actual engagement, the consistency of your content with company values and, mainly, the authenticity of your relationship with the public: "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: "In our agency, for example, we developed Viral Nation Secure, a tool that analyzes authenticity metrics, engagement and brand safety. With her, brands can identify if a creator has real followers, if the audience interacts genuinely and if there is some reputation risk associated with your 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 30th and October 7th of 2024, with 1.000 interviewees from different demographic profiles. Among the participants, 65% are women and 29% are men. The complete research is available athttps://www.youpix.com.br/pesquisa-shopper-2025-download.
