Despite influencer marketing being one of the most widely used strategies by brands in the United States, a new study shows that consumer trust in this model has declined compared to traditional advertising. The "Influencer Trust Index" survey, conducted by BBB National Programs, indicates that while 87% of consumers express trust in advertisements broadcast on traditional media channels—such as TV, radio, and magazines—only 74% trust recommendations made by influencers. The study also shows that 26% of consumers do not trust influencers, more than double the 11.3% who distrust advertising in general.
The research also reveals that, for 71% of consumers, transparency and honesty regarding brand association are the most crucial factors in establishing trust, while 79% value honest reviews, even if they are not positive about the advertised product/service. However, the perception that many influencers promote products they don't believe in or omit that it's advertising has generated distrust, hindering conversion and audience engagement. 80% of respondents lose trust when influencers are not genuine, honest, or transparent. The lack of disclosure of relationships with brands also generates distrust for 64% of those interviewed.
According to Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation and a specialist in the influencer marketing market for over ten years, this drop in trust is a direct reflection of market saturation and lack of professionalism in some parts of the industry. “The trivialization of sponsored posts without context or real connection to the influencer has weakened the credibility of many people. Today, the public is more demanding, notices when a recommendation is forced, and demands consistency between words and actions,” he assesses.
He emphasizes that trust is the main asset of a content creator: “Unlike traditional advertising, which relies on the authority of a media outlet, influencer marketing depends on the relationship built with the audience. When that relationship is broken—whether through excessive advertising, lack of positioning, or misguided campaign choices—the consequence is disengagement and loss of commercial value.”
According to Fabio, the path to regaining trust lies in consistency between content and product, transparency in commercial agreements, and a focus on real experiences. “Brands need to invest in influencers who truly know their audience and only promote what makes sense within their narrative. The era of sponsored content for sponsored content's sake is coming to an end—and that's positive, because it opens up space for more mature, ethical, and sustainable marketing.”
He concludes by highlighting how agencies need to adapt to this new moment. “At Viral Nation, we have been working with our talent to strengthen trust with the audience, positioning them as personal brands with well-defined values. We encourage them to say 'no' to campaigns that don't fit and to cultivate long-term partnerships with companies. Our focus is on helping creators deliver real results without compromising the relationship with those who matter 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 research analyzed American consumers' perceptions of authenticity, transparency, and trust in influencer marketing, comparing the results to the performance of traditional advertising. The full report is available at: https://bbbprograms.org/media/insights/blog/influencer-trust-index
