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Trust in Influencer Marketing 2024

We surveyed over 1,000 U.K.-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ between age groups and sex.


  • 54% of respondents are more likely to trust an influencer’s sponsored post over one from an A-list celebrity.
  • 51% of all respondents have purchased products promoted by influencers.
  • 75% of 18-to-29-year-olds have purchased a product after seeing it used by an influencer.
UK Trust in Influencer Marketing