Influencer Trends to Watch: #2 Trust, the Ultimate Currency

Trust is everything in influencer marketing. Think about it: would you buy a product from someone you don’t trust? Probably not. That’s why authenticity and transparency are the MVPs of influencer marketing. In fact, 84% of people admit they’ve unfollowed influencers who feel inauthentic (ouch!). The takeaway? If you’re a brand or an influencer, trust is a must.

Why Authenticity Wins Hearts (and Wallets)

Followers don’t see influencers as traditional marketers. They see them as relatable, real-life people who share their values and vibes. This relatability is influencer marketing’s secret weapon. According to The Influencer Effect: A Global Perspective on Consumer Engagement, 60% of global consumers, on average, say authenticity is a top priority when deciding who to follow, with Australia, Brazil, and the UK leading the pack at 74%.

But it’s more than just “feeling real.” When an influencer genuinely loves a product and shares it with their audience, it doesn’t feel like an ad—it feels like a trusted friend giving you a solid recommendation. And that’s what drives action. Influencers already know this. It’s no wonder the best influencers are picky about their brand partnerships. They know their audience can sniff out a fake endorsement faster than you can say “false advertising.”

Transparency: The Unspoken Rule

We’ve all been there—scrolling through Instagram, wondering if someone really loves that new skincare line or just got paid to say so. The answer? Transparency. It’s not just a legal requirement in most places (hello, #sponsored), but it’s also a trust booster.

Our study showed that 61% of people care about influencers being upfront about their brand relationships. It’s simple: when influencers are honest about being paid, their audience appreciates the honesty, and their recommendations feel more genuine. For brands, this means working with influencers who aren’t afraid to keep it real. Everyone wins.

Trust in the Age of AI

Let’s talk about the elephant in the room: AI. It’s everywhere, and influencer marketing is no exception. From helping brands find the right influencers to optimising campaigns, AI is changing the game. But here’s the kicker: not everyone is a fan.

According to the data, 53% of global consumers believe AI makes influencers less trustworthy. In places like Australia and France, that number creeps close to 60%. Why? Because AI can make content feel less personal, less authentic, and, well, less human.

So, what’s the solution? Balance. Influencers and brands can use AI to streamline strategies, but the content itself needs to stay authentic and relatable. Trust can’t be automated—it’s built through genuine connections and consistent transparency.

Shopping Should Be Easy (and Trustworthy)

Ever clicked on an influencer’s link and hesitated? You’re not alone. While 74% of people find embedded shopping links super convenient, 35% worry about whether those links are legit. Another 32% feel uneasy about how their data might be tracked.

This is where brands can step up. By offering “clickless affiliate tracking”—like unique discount codes at checkout—they can ease consumer fears. No tracking concerns, no surprising links, just a smooth shopping experience. It’s a win for customers, who get peace of mind, and for influencers and brands who get accurate tracking and attribution.

How Brands Can Win with Trust

Ready to make trust your secret weapon? Here’s how:

1. Choose Your Partners Wisely

Work with influencers whose values match your brand. Forced partnerships are easy to spot, and they’ll backfire faster than a bad TikTok trend. Stick with creators who genuinely believe in your products, and the authenticity will shine through.

2. Transparency Is a Must

Encourage influencers to be upfront about paid partnerships—it’s non-negotiable. Their audience will thank them for it, and your brand will benefit from authentic recommendations.

3. Use AI, But Don’t Overdo It

AI is great for finding influencers and optimising campaigns, but don’t let it take over. Keep the human touch front and centre—followers want to connect with real people, not robots.

4. Simplify the Shopping Experience

Not everyone loves clicking links —so make it easy with discount codes or other simple checkout options. When you remove friction, you build trust and boost conversions.

Trust Is the Real ROI

Long story short: trust is what makes influencer marketing work. It’s what turns followers into fans, clicks into conversions, and partnerships into long-term wins.

So, whether you’re a brand looking to crush your next campaign or an influencer trying to keep it real with your audience, remember this: trust is the ultimate currency. When you prioritise authenticity and transparency, the results speak for themselves.

Let’s connect and make those influencer campaigns work harder for you!