Is influencer marketing facing a credibility crisis? New report from Typeform says yes

SAN FRANCISCO, May 28, 2025 /PRNewswire/ — Typeform, the conversational data collection platform, today released Get Real: The Data on Influencer Marketing, a first-of-its-kind report blending data and video storytelling from more than 1,300 influencers, marketers, and consumers.

Powered by Typeform’s new video capabilities, the report captures candid video answers, unfiltered perspectives, and richer data, bringing human nuance back to survey-based research. The report reveals a clear shift in audience expectations: authenticity outweighs aesthetics, and connection matters more than clout and curated content. 

“At Typeform, we believe real connection starts with real conversation,” said Jay Choi, CEO of Typeform. “Everything comes down to trust, and today people are tuning out anything that feels scripted or artificial. It’s a clear signal to brands: authenticity isn’t optional. With this report, we’re bringing real voices and human insight to the surface, showing how honest stories can cut through and help build trust in the digital age.”

The report, which features direct insights from notable creators like Corporate Natalie, Gigi Robinson, and Brandon Smithwrick, outlines a path forward for those seeking to restore trust in an era shaped by AI fatigue, scripted content, and the overproduction of online experiences. Key findings include:

Reach doesn’t equal resonance: As marketers shift from chasing scale to building connection, trust is becoming the new currency. To mitigate the credibility crisis, brands should prioritize creators with resonance and relatability over follower count. 

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• Half of consumers would unfollow an influencer if they knew they bought followers.
• One-third of influencers admit to buying followers or engagement.
• Nearly 40% of consumers say relatability is the top reason they trust an influencer—not their fame or follower count.

Authenticity over AI: Consumers are no longer swayed by high production value or overly polished content, and the surge of AI-generated content is accelerating the credibility crisis.

• 81% of influencers are using AI to assist with content creation, yet 35% of consumers distrust AI-generated influencer content. 
• 61% of consumers believe influencers should disclose when they use AI. 

Trust can’t be scripted: When brands hand influencers rigid scripts or products they don’t believe in, the content can feel forced. Audiences tune out, and creators feel frustrated and creatively constrained.

• Consumers’ number one “ick” when watching influencer content is inauthentic engagement, followed closely by lack of transparency.
• Influencers say the most frustrating part of working with brands is being forced to sound inauthentic, with 1 in 4 influencers citing it as their biggest challenge.
• Only 1 in 3 consumers believe influencers use the products they promote, and 56% of influencers admit to promoting products they don’t actually like. 
• 71% of consumers have regretted a purchase based on an influencer's recommendation. 

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Read the full report and watch the respondent videos at typeform.com/getreal.

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Methodology

The Get Real: The Data on Influencer Marketing report is based on 1,300 responses collected through a Typeform survey combining multiple-choice, ranking, open-ended, and video questions. Participants included influencers (22%), consumers (52%), and marketers (26%) from diverse industries such as fashion, finance, travel, entertainment, and software. Responses were gathered globally, with the largest respondent groups from North America and Europe. Typeform’s video capabilities and conversational logic were used to gather richer, more candid insights, revealing not just what people think, but how they actually feel.

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About Typeform

Typeform is an intuitive form builder that helps over 150,000 customers collect and validate the data they need to grow their businesses. Designed with striking visuals, a conversational flow, and powerful data capabilities, Typeform changes how brands get to know people. Typeform drives more than 600 million interactions each year and integrates with essential tools, including Zapier, HubSpot, and Slack. For more information, visit www.typeform.com.

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