Public losing trust in influencer content

Rob Clapp

An overview of public trust in and influence by online opinions between 2010 and 2019.

Influencers are losing public trust, according to the latest research from creative agency UM. Across 81 countries, 42.1% of people said they trust bloggers/vloggers' opinions on products and services, down from 2014's peak of 45.9%.

However, trust in influencers is greater than distrust, which equals 21.6%. Many consumers are uncertain whether the content can be trusted, with over one-third (36.3%) saying they neither agree or disagree with the statement.

In addition, consumers say they are less influenced by online opinions. The share of people that agree they are influenced fell from 54.9% in 2014 to 46.8% in 2019. However, this...

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