53% consumers have no trust in influencer content at all, reveals a recent iCubeWire survey, conducted with a sample size of 1000 people. While 23% of the consumers stated that they moderately trust it, 24% admitted that they do believe in the content posted by the influencers.
“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,” Sahil Chopra, CEO and founder, iCubeWire, commented.
The survey also revealed that 37% participants believe that influencer recommendations are never genuine and 36% consumers responded that influencer content never affects their purchasing decisions. From what is understood, influencer content is placed at a questionable stance with 41% respondents stating influencers have never influenced their voting decisions while 30% said they have never felt hurt by influencer content.