Nearly 90% of consumers no longer trust influencers

Consumers are becoming fed up with influencer marketing and are starting to seek out user-generated content (UGC), or brand-related content created by customers instead

This is people’s natural preference for something that feels more like word-of-mouth than paid advertising. Influencers are part of “the system” now.

TikTok’s Shop push isn’t likely to help this either.

I wouldn’t be surprised if this was more about mega-influencers and obviously paid promo material either.