70% Consumers Experience Negative Sentiment From Influencers: Report

53 per cent of consumers do not trust influencer content at all, according to a recent survey conducted by iCubesWire. This finding, part of a study involving 1,000 participants sheds light on the growing scepticism towards influencer marketing and its impact on consumer behaviour.

The survey, released on July 9 offers a nuanced view of the influencer landscape. While more than half of the respondents expressed complete distrust, the remaining 47 per cent showed varying degrees of trust in influencer content. The split highlights both the challenges and opportunities within the influencer marketing sector.

Sahil Chopra, CEO and Founder, iCubesWire commented on the findings, “Despite the high level of distrust, the significant portion of consumers who still trust influencer content - 47 per cent shows that there is an opportunity for influencers to strengthen their relationship with followers through genuine engagement and honest recommendations. By being transparent and prioritizing the interests of their audience, influencers can turn sceptics into believers.”

The survey delved into various aspects of influencer impact. Regarding the perceived genuineness of influencer recommendations, 37 per cent of participants believe they are never genuine, while 36 per cent think they are sometimes genuine. Only 16 per cent view them as often genuine and 11 per cent as always genuine. The scepticism extends to purchasing decisions, with 36 per cent of respondents stating that influencer content never affects their buying choices. However, 30 per cent admit to occasional influence, 20 per cent to frequent influence and 14 per cent to always being influenced.

The survey also explored the impact of influencers on voting decisions. 41 per cent of respondents reported never being influenced in their voting choices by influencers, while 25 per cent acknowledged occasional influence, 16 per cent had frequent influence and 18 per cent had constant influence. These findings suggest that while influencers may have some sway in political matters, a large portion of the audience remains resistant to such influence.

The study also compared the impact of social media influencers to that of traditional celebrities. The results were evenly split, with 34 per cent disagreeing that social media influencers are more impactful than celebrities, 34 per cent remaining neutral and 32 per cent agreeing.

Another finding relates to the emotional impact of influencer content. While 30 per cent of participants reported never feeling hurt by influencer content, a combined 70 per cent have experienced some level of negative emotional impact, with 32 per cent occasionally feeling hurt, 20 per cent frequently and 18 per cent always.

The survey also touched on language preferences, revealing that 36 per cent of participants disagree with a preference for local language-speaking influencers, while 34 per cent are neutral and 30 per cent agree.

Chopra further added, "The survey results serve as a wake-up call for the influencer marketing industry. It's essential for influencers and brands to understand the importance of authenticity in order to foster a loyal and trusting audience."