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Trust in Influencer Marketing

2022 Report

Social media preferences and influencer reach continues to evolve and grow over time. Stakeholders responsible for marketing products and services on digital platforms must understand how audiences feel about those platforms — and the creators who populate them — to meaningfully connect with users.

We surveyed more than 1,000 social media users to better understand consumer sentiments around influencer marketing and other forms of advertising, as well as how those thoughts differ across gender, age, and other key demographic data.


  • 78% of all respondents and 92% of all respondents ages 18-29 follow social media influencers.
  • 36% of all respondents say influencer posts are the No. 1 way to get them to try a new product.
  • 62% of all respondents say they are more likely to trust a sponsored post from an influencer over an A-list celebrity.
  • Respondents age 60 and older are 6.7 times more likely to say Facebook is the best platform for influencer marketing than those ages 18-29.
Trust in Influencer Marketing Report cover Insight