Almost half of all consumers (49%) make purchases at least once a month because of influencer posts, but many still underestimate the impact influencer marketing has on their buying decisions.

​

Overall, trust in influencers is holding steady if not on the rise, as nearly half of consumers trust influencers as much as they did six months ago, and another 30% trust them more.

​

Millennials and Gen Z consumers are the most trusting—in part because they grew up with influencer marketing on social and know they’re being sold to (and they’re okay with it).