Two-thirds of consumers have no regrets after buying products recommended by influencers, survey reveals.

A survey conducted by Youpix, in partnership with Nielsen, shows that two-thirds of consumers do not regret buying products that are referred 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 advertising.

The “O Effect of Influence on Consumption” report further reveals that 45% of buyers always have their expectations exceeded when they trust the recommendation of a creator, while only 20% disagree.According to Fabio Goncalves, director of international talent at Viral Nation's and an expert in the influencer marketing market, this high consumer satisfaction towards influencers reflects the trust built through authentic connections.

“When a creator indicates a product, he does it in a personalized way, sharing his own experiences and showing the practical application in everyday life. This proximity creates a sense of credibility much greater than traditional advertising, which often sounds impersonal”, he explains. The analysis goes against another data from the research of Youpix and Nielsen, in which it is shown that content related to product use applications encourage purchase. Usage tips and tutorials, for example, have been pointed out as the main contents that stimulate the purchase of a product recommended by an influencer.

“In addition, influencers know their audiences well and understand their needs and preferences. This affinity allows them to select products that really have the potential to please their followers, increasing the chance of satisfaction after purchase. Another important point is that, unlike conventional campaigns, creators usually respond to comments, ask questions and engage with their audience, increasing security at the time of purchase” 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 make a sincere recommendation, followers value this honesty. This combination of authenticity, proximity and relevance explains why so many consumers feel satisfied with their purchases, in the opinion of the expert.

Finally, Goncalves states that it is essential that agencies encourage their talents to be authentic with their followers, contributing to an increasingly reliable influencer market and with high satisfaction on the part of consumers: “Na Viral Nation, for example, we instruct our talents to maintain real connections with the public by prioritizing authenticity, transparency and relevance in partnerships. The agency encourages influencers to only accept campaigns with brands that make sense to their audiences, avoiding promotions without coherence”. 

“In addition, we advise them to be transparent about sponsored content, using clear markups such as #publi or #ad and sharing sincere experiences with the products. Having an experienced agent is essential in this process, as often the proposals seem irrefutable, 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. Careful curation of partnerships and the encouragement of a close relationship with the followers strengthens the confidence in the advertising made by influencers.

METHODOLOGY

The study was conducted between September 30th and October 7th, 2024, with 1,000 interviewees of diverse demographic profiles. Among the participants, 651 were women and 291 were men. The complete research is available at https://www.youpix.com.br/pesquisa-shopper-2025-download.