A new Typeform survey examining the state of influencer marketing reveals that 71% of consumers regret purchases made through influencer recommendations, exposing a trust deficit between brands and their audiences.
The research, which collected responses from 1,300 influencers, marketers, and consumers, indicates that while marketers continue investing in influencer partnerships, audiences have grown increasingly skeptical of polished, promotional content.
The data reveals a growing authenticity crisis in influencer marketing, with consumers actively avoiding content that appears overly polished or scripted. Nearly 40% of consumers cite relatability as the primary reason they trust an influencer—ranking it above expertise, fame, or follower count.
When asked about their “biggest ick” when watching influencer content, respondents identified inauthentic engagement (380 responses) and lack of transparency (294 responses) as top concerns, followed by too many sponsored posts (237 responses) and overuse of AI-generated content (215 responses).
“The realness makes me hit [follow]. The fake makes me scroll away,” noted one respondent, reflecting a sentiment expressed by many survey participants who prefer content that feels genuine rather than overly curated.
Scripted Content Undermines Campaign Effectiveness
The research highlights tensions between brand control and influencer authenticity. One in four influencers report that their biggest frustration when working with brands is being forced to sound inauthentic or misaligned with their audience.
This disconnect may explain why 56% of influencers admit to promoting products they don’t actually like, while 71% of consumers report regretting purchases made through influencer recommendations.
The most common reasons influencers reject brand deals include low pay (35%), misalignment with their personal brand (34%), excessive restrictions (18%), and unfavorable contract terms (13%).
Reach vs. Resonance
The survey exposes a potential misalignment in how marketers measure campaign success. When asked about the most important metrics for influencer campaigns, marketers cited engagement rate (32%), click-through rate (31%), impressions/reach (25%), and other metrics (1%).
However, the research suggests that audience trust is increasingly tied to relevance rather than reach. Only one in three consumers believe influencers genuinely use the products they promote, and many report following niche creators who seem more authentic and knowledgeable.
“The influencers I trust are usually niche. They’re real, not polished. You can tell they know what they’re talking about because they’ve lived it,” one respondent stated.
AI Content Raises Consumer Suspicion
The report highlights growing concerns about the use of artificial intelligence in influencer marketing. While 81% of influencers report using AI to assist with content creation, 35% of consumers say they distrust AI-generated influencer content. Additionally, 61% believe influencers should disclose when they use AI.
Some respondents expressed anxiety about the future impact of AI on influencer authenticity, with one stating: “We’re going to see AI taking over and hacking the algorithm so that influencers are a lot more niche than they are now. Deepfake on steroids, so to speak.”
Demographic Insights, Purchasing Behavior, and Marketing Impact
The survey provides demographic breakdowns of influencer preferences and purchasing behaviors:
- Entertainment content was the most popular category across all demographics
- Personal storytelling resonates more strongly with women (25%) than men (13%)
- Content preferences vary by income bracket, with those earning under $25,000 favoring entertainment and personal storytelling, while those earning $50,000-$99,000 prioritize educational content
Marketers identified early-stage businesses (0-2 years) as benefiting most from influencer marketing (45%), followed by pre-launch campaigns (24%) and growth-stage businesses (23%). Only 4% believe influencer marketing is most impactful for legacy brands (10+ years) or established businesses (5-10 years).
Additional Findings
The report includes several other notable statistics:
- 58% of consumers follow influencers on more than one platform
- 47% of influencers admit to deleting comments to protect brand deals
- 29% of consumers prefer messy, real storytelling or behind-the-scenes content
- One in three influencers admit to buying followers or engagement
These findings suggest the influencer marketing landscape is evolving toward greater emphasis on authentic connections, with consumers increasingly able to detect and reject content that feels manufactured or disingenuous.
As one respondent summarized: “I follow if they seem like a real person, not a walking ad. Someone who shares not just highlights, but thoughts, struggles, and growth.”
The full survey is available here.
A new Typeform survey examining the state of influencer marketing reveals that 71% of consumers regret purchases made through influencer recommendations, exposing a trust deficit between brands and their audiences.
The research, which collected responses from 1,300 influencers, marketers, and consumers, indicates that while marketers continue investing in influencer partnerships, audiences have grown increasingly skeptical of polished, promotional content.
The data reveals a growing authenticity crisis in influencer marketing, with consumers actively avoiding content that appears overly polished or scripted. Nearly 40% of consumers cite relatability as the primary reason they trust an influencer—ranking it above expertise, fame, or follower count.
When asked about their “biggest ick” when watching influencer content, respondents identified inauthentic engagement (380 responses) and lack of transparency (294 responses) as top concerns, followed by too many sponsored posts (237 responses) and overuse of AI-generated content (215 responses).
“The realness makes me hit [follow]. The fake makes me scroll away,” noted one respondent, reflecting a sentiment expressed by many survey participants who prefer content that feels genuine rather than overly curated.
Scripted Content Undermines Campaign Effectiveness
The research highlights tensions between brand control and influencer authenticity. One in four influencers report that their biggest frustration when working with brands is being forced to sound inauthentic or misaligned with their audience.
This disconnect may explain why 56% of influencers admit to promoting products they don’t actually like, while 71% of consumers report regretting purchases made through influencer recommendations.
The most common reasons influencers reject brand deals include low pay (35%), misalignment with their personal brand (34%), excessive restrictions (18%), and unfavorable contract terms (13%).
Reach vs. Resonance
The survey exposes a potential misalignment in how marketers measure campaign success. When asked about the most important metrics for influencer campaigns, marketers cited engagement rate (32%), click-through rate (31%), impressions/reach (25%), and other metrics (1%).
However, the research suggests that audience trust is increasingly tied to relevance rather than reach. Only one in three consumers believe influencers genuinely use the products they promote, and many report following niche creators who seem more authentic and knowledgeable.
“The influencers I trust are usually niche. They’re real, not polished. You can tell they know what they’re talking about because they’ve lived it,” one respondent stated.
AI Content Raises Consumer Suspicion
The report highlights growing concerns about the use of artificial intelligence in influencer marketing. While 81% of influencers report using AI to assist with content creation, 35% of consumers say they distrust AI-generated influencer content. Additionally, 61% believe influencers should disclose when they use AI.
Some respondents expressed anxiety about the future impact of AI on influencer authenticity, with one stating: “We’re going to see AI taking over and hacking the algorithm so that influencers are a lot more niche than they are now. Deepfake on steroids, so to speak.”
Demographic Insights, Purchasing Behavior, and Marketing Impact
The survey provides demographic breakdowns of influencer preferences and purchasing behaviors:
Marketers identified early-stage businesses (0-2 years) as benefiting most from influencer marketing (45%), followed by pre-launch campaigns (24%) and growth-stage businesses (23%). Only 4% believe influencer marketing is most impactful for legacy brands (10+ years) or established businesses (5-10 years).
Additional Findings
The report includes several other notable statistics:
These findings suggest the influencer marketing landscape is evolving toward greater emphasis on authentic connections, with consumers increasingly able to detect and reject content that feels manufactured or disingenuous.
As one respondent summarized: “I follow if they seem like a real person, not a walking ad. Someone who shares not just highlights, but thoughts, struggles, and growth.”
The full survey is available here.