A study conducted by Youpix, in partnership with Nielsen, reinforced the importance of influencers in the current landscape of the influence 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 decision-making process when choosing a product and making a purchase. 52% of consumers feel confident using brands endorsed by influencers. Furthermore, the research "The Effect of Influence on Consumption" shows that 54% of users love to know the products and brands that influencers use.
According to Fabio Gonçalves, director of international talents at Viral Nation and an expert in the influencer marketing industry, consumer trust in influencers comes from the proximity and authenticity that these creators build over time.
"Unlike brands, which often communicate in an institutional manner, influencers speak 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 creates identification and credibility, making the creator's recommendation more impactful than traditional advertising," 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 perceive this recommendation as trustworthy and relevant to them."
But, ultimately, how can brands ensure that the 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 genuine engagement, the consistency of their content with the company's values, and, most importantly, the authenticity of their relationship with the audience: "A trustworthy influencer is one who has built a loyal audience based on transparency and the consistency of their recommendations."
Given the influencer's partnership history and data analysis tools are considered essential in the filtering process to choose the ideal content creator: "In our agency, for example, we developed Viral Nation Secure, a tool that analyzes metrics of authenticity, engagement, and brand safety security. With it, brands can identify whether a creator has real followers, whether 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 profiles. Among the participants, 65% are women and 29% men. The complete research is available athttps://www.youpix.com.br/pesquisa-shopper-2025-download.