A survey conducted by Youpix, in partnership with Nielsen, reinforced the importance of influencers in the current landscape of the influencer marketing market. According to the survey, 43% of consumers remember content creators more than the brand itself in partnerships, whether they are paid or organic
Дослідження також підкреслює як вплив творців впливає на вибір продукту і акт купівлі. 52% of consumers feel confident using brands endorsed by influencers. Furthermore, the research "The Effect of Influence on Consumption" shows that 54% of users love to know the products and brands that influencers use.
According to Fabio Gonçalves, international talent director at Viral Nation and specialist in the influencer marketing industry, the trust of consumers in influencers comes from the closeness and authenticity that these creators build over time
Different from the brands, that often speak in an institutional manner, influencers communicate like friends, sharing real experiences and building genuine connections with your followers. Consumers see influencers as ordinary people who test, approve and recommend products transparently. This relationship generates identification and credibility, making the creator's recommendation more impactful than traditional advertising, explain
The professional also says that influencer marketing is not based solely on product exposure, but in the construction of engaging narratives: "When an influencer integrates a brand into their daily life in a natural way that is consistent with their lifestyle, followers assimilate this recommendation as something trustworthy and relevant to them
But, after all, how can brands ensure that the influencer is trustworthy enough to promote their product? In Fabio's opinion, the choice of the right influencer goes far beyond the number of followers. For him, brands need to analyze the creator's real engagement, the coherence of its content with the company's values and, mainly, автентичність вашої стосунку з аудиторією: ⁇ Надійний впливник - це той, хто побудував лояльну аудиторію засновану на прозорості і послідовності своїх рекомендацій ⁇
Data such as the influencer's partnership history and data analysis tools are considered essential in this filtering process to choose the ideal content creator: "In our agency, for example, we developed Viral Nation Secure, a tool that analyzes authenticity metrics, engagement and brand safety security. With her, brands can identify if a creator has real followers, if the audience interacts genuinely and if there is any reputational risk associated with your image. Цей тип аналізу гарантує, що кампанії виконуються з впливовими людьми, які дійсно мають вплив і довіру з аудиторією
METHODOLOGY
The study was conducted between September 30 and October 7, 2024, with 1.000 respondents from different demographic profiles. Among the participants, 65% are women and 29% are men. The complete research is available athttps://www.youpix.com.br/pesquisa-shopper-2025-download.
