A recent survey by Reputatiefabriek, involving 1,018 respondents, reveals that 86% of internet users distrust influencers. Audiences are increasingly fatigued by sponsored products dominating their feeds and more savvy about influencers being paid to promote brands. This awareness significantly undermines influencers' credibility and authenticity.
About 88% of internet users engage with social media daily. Men show the strongest interest in sports, outdoor activities, technology, and food content, while women lean toward beauty, fashion, and food. Although 60% follow influencers on these platforms, just 14% trust them. Key factors driving this distrust include misleading captions (72%), promotion of unrealistic lifestyles or edited photos (69%), and exposure of fake followers (68%).
That said, more than half of respondents trust micro-influencers—those with 50,000 or fewer followers, such as food bloggers, fitness experts, or travel enthusiasts. 61% view their content as more credible, citing stronger relatability to their lifestyles and genuine interaction that fosters mutual appreciation.
