Influencer Vs. Friends: Who do consumers trust more?

Do you trust social media influencers over celebrities?

Recent research by YouGov has shown that 62% of  consumers trust social media influencers over celebrities with over 60% of respondents claiming to have engaged with sponsored posts from an influencer and 46% have admitted to purchasing a product promoted by an influencer.

This creates the question: who else does an influencer’s opinion trump when it comes to trustworthiness? 

Influencer marketing strategies for brands aim to build personal connections with potential and existing customers. Choosing an influencer who reflects your brand can be game changing for brands of any size - if they choose the right one. 

Global marketers are increasingly recognising the importance of utilising social media and influencers, with 53% having planned to increase their spend in 2023.

But why?

According to the 2021 Nielsen Trust in Advertising study, 71% of consumers trust opinions and product placements from influencers. A good influencer creates a community with their followers, engaging with their followers and providing honest reviews which results in a trusting relationship. 

With influencers moving to the forefront of marketing campaigns, consumers don’t have to look far to find a review that feels more authentic than a glossy ad campaign.

Friends Vs Influencers?

Trust is a subjective perception that can be influenced by various factors, including personal experiences as well as a person's beliefs and values.

Finding a great influencer who is similar to yourself in these ways can be invaluable. Friends don’t always have the same budget, body type or hobbies, so it is no surprise influencers are becoming the go-to for recommendations. 

The community that an influencer creates can become similar to a friendship for their consumer.

They understand the influencers personal life, style and taste and continue to engage with their content. This accessibility is something that celebrities lack, influencers produce content which feels in reach for their viewers allowing them to build trust between the two.

This is an important lesson when it comes to choosing influencers you want to represent your brand. To find out more about this, check our brand new Influencer Report, where we discuss all things influencer marketing- including how to choose the perfect  influencer!