Americans doubtful of the credibility of influencer-recommended products: Report

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2022, 12:41 PM GMT+0

Consumers are now relying on recommendations from product experts instead.

A research commissioned by The Desire Company, for which 1,000 US adults were surveyed, has revealed that 87% of the respondents are of the opinion that influencers might not even use the products they advertise. Similarly, only 11% of the respondents believe social media influencers with millions of followers are trustworthy sources of information.

According to the report, 82% of customers who have purchased something based on an influencers’ pitch have had a negative experience with the product. About 41% of them claim that the products did not match the influencers’ claims. As a result, 42% of customers who have dealt with the consequences of an influencer-recommended product are unlikely to purchase from that company ever again.

Instead of social media influencers, 53% of US consumers now rely on recommendations from product experts. 51% of the respondents also agree that they only need expert product demonstrations to confidently make purchases.

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