A study conducted by Youpix, in partnership with Nielsen, it shows that two-thirds of consumers do not regret buying products that are recommended by digital influencers. Among the other third that was disappointed, 61% regretted because the product was bad, while 38% stated that the content creator lied in the advertising
The report "The Effect of Influence on Consumption" also reveals that 45% of buyers always have their expectations exceeded when they trust a creator's recommendation, while only 20% disagree. According to Fabio Gonçalves, international talent director ofViral Nationand the specialist in the influencer marketing market, this high consumer satisfaction with influencers reflects the trust built through authentic connections
"When a creator recommends a product, he does this in a personalized way, sharing your own experiences and showing practical application in daily life. This proximity creates a sense of credibility much greater than traditional advertising, that often sounds impersonal, explain. The analysis aligns with another piece of data from the Youpix and Nielsen research, it is shown that content related to product usage applications encourages purchase. Usage tips and tutorials, for example, they were pointed out as the main contents that stimulate the purchase of a product recommended by an influencer
"Furthermore, influencers know their audiences well and understand their needs and preferences. This affinity allows them to select products that truly have the potential to please their followers, increasing the chance of satisfaction after the purchase. Another important point is that, differently from conventional campaigns, the creators usually respond to comments, clarify doubts and engage with your audience, "expanding security at the time of purchase" continues the professional
Fabio also says that transparency has become an increasingly common practice in the influencer market. According to him, when influencers make it clear that a content is sponsored, but still they make a sincere recommendation, followers value this honesty. This combination of authenticity, proximity and relevance explain why so many consumers feel satisfied with their purchases, in the expert's opinion
Finally, Gonçalves states that it is essential for agencies to encourage their talents to be authentic with their followers, contributing to an increasingly trustworthy influencer market with high consumer satisfaction: "At Viral Nation, for example, we instruct our talents to maintain real connections with the audience by prioritizing authenticity, transparency and relevance in partnerships. The agency encourages influencers to only accept campaigns with brands that make sense for their audiences, avoiding promotions without coherence.
"Furthermore, we advise that they be transparent about sponsored content, using clear markings like #publi or #ad and sharing honest experiences with the products. Having an experienced agent is essential in this process, because many times the proposals seem irresistible, but it is up to us to advise the creator to say no if they do not believe in the product or if the company requires a post before the product actually takes effect. This guidance helps to avoid hasty campaigns, ensuring that the recommendations are genuine. The careful curation of partnerships and the encouragement of a close relationship with followers strengthen trust in advertisements made by influencers, finalizes
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.
