Micro-influencers are more trustworthy than celebrities for consumers, research shows.

A new survey conducted by Youpix, a consultancy specializing in Creator Economy, in partnership with Nielsen, a company specializing in data measurement and audience analysis, revealed that influencers who have between 10 thousand and 1 million followers convey more security to consumers than the big celebrities. Even micro influencers, who have between 10 thousand and 50 thousand are more reliable than global personalities, according to the study.

The survey measured the level of trust for each profile. Celebrities had the highest percentage when it comes to not trusting, with 26%, and the lowest number of choices in “confio partially”, with 58%. In comparison, all other types of influencers have the partial trust of at least 69% of respondents and none of them arrived in the 20% of “I do not trust”.

According to Fabio Goncalves, director of international talent at Viral Nation and an expert in the influencer marketing market, this current dynamic reflects a change in consumer behavior and in the way digital advertising is perceived: “Today, the public seeks authenticity and proximity with those who follow on social networks, and micro and medium influencers can deliver this more naturally than the great celebrities”.

In the opinion of the professional, influencers with fewer followers usually have a more engaged and niche audience, which generates a higher level of trust: “Eles are seen as ordinary people who share real experiences, while celebrities can seem distant and associated with traditional advertising contracts, which decreases the perception of spontaneity. In addition, brands are increasingly investing in campaigns with these profiles because the return tends to be more efficient in terms of conversion and cost-benefit. Followers of micro and medium influencers trust more in their recommendations and identify with them, making campaigns more effective This explains why this trend follows and shaping the market of the influence of marketing of”.

Despite the greater trust placed in micro and medium influencers today, Fabio ponders that this does not mean that great celebrities are not effective in influencer marketing campaigns, because the impact of a celebrity can be immense, especially when there is a genuine alignment between their image, their engagement and the product or service promoted.

“Many global personalities have a highly engaged and loyal fan base, which can generate a great movement for brands. In addition, some celebrities have the property to talk about certain topics, either by expertise or personal experience. An athlete sponsoring a brand of sports supplements or an actress promoting a skincare line, for example, may have a natural credibility within these segments. Another important point is the construction of awareness. Large celebrities can offer a reach that micro and medium influencers would hardly reach alone, becoming strategic for top-of-the-funnel campaigns, in which the goal is to massify the message and strengthen brand recognition, explains”.

Goncalves adds that agencies and brands need to be aware of the changes in this market that is very volatile: “Na Viral Nation, for example, we understand that public trust is one of the most important pillars of influencer marketing and, therefore, we have structured strategies that combine different profiles of creators to meet the specific needs of each brand. At the same time, we recognize that great celebrities still play a fundamental role in the market, especially for brand awareness strategies. Therefore, we have invested in hybrid campaigns, where creators of different sizes work together, ensuring massive reach without losing the authenticity and trust of the public, Our ability to use differential intelligence and credibility of which niche conversion factors goes beyond.

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 https://www.youpix.com.br/pesquisa-shopper-2025-download.