With talk that TikTok and Instagram are gaining ground on Google search amongst younger people, influencers are starting to become the first port of call for consumers to learn about products, services and brands. But do people trust them? Respect them? Like them? We spoke to some real people to get their views.
Summary.
Influencers haven’t earned the right that celebs and brands have
Influencers are the new rock stars – an aspiration for kids and their parents
People aren’t sure influencers are genuine, or well regulated
People think they don’t follow influencers, but get served them by the algorithm
Influencers haven't earned the right celebs & brands have.
Who you trust largely depends on age and how much time you spend online. In our conversations with consumers (the youngest counting as a “Zillennial” on the generational border), people were quick to say they don’t trust and aren’t influenced by influencers. Almost as a matter of pride. They told us that influencers are mercenary guns for hire who would promote anything for money.
The Digital Marketing Institute says 3% of consumers would consider buying a product in-store if promoted by a celebrity, compared to 60% for an influencer, but in our conversations, people told us that celebrities and brands had earned their reputation over time by being good at something, and are putting their well-earned reputation on the line it they misstep.
“Celebrities have higher status. They’ve achieved something with their life. Influencers haven’t achieved anything, they’re just trying to sell a product. I feel influencers can’t be trusted” - Connor, 30
“I would trust a brand if I know a brand. I would never trust an influencer. Maybe if you didn’t know them you’d think it was genuine. I’ve had conversations with some of them and they’ve said the stuff they’re selling is shite,” – Jaq, 57
“Social media is not a source of truth. A celebrity is someone who is in the public limelight for a reason, music, art, cooking, running, anything… an influencer is just someone who has an uplift purely from their online status” – Jason, 45
“An influencer is all these Love Island people, and brands use them to promote their products. A celebrity is someone who’s earned their right to be called that. Influencers haven’t earned the right in the same. Not all.”