The data on
influencer
marketing
has spoken
The data on
influencer marketing
has spoken
We asked 1,300+ influencers, marketers, and consumers to Get Real about influencer marketing. See what the data says—literally, with our first ever data report with video.
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Chapter one
"Fake makes me scroll away."
Consumers no longer trust perfection.
There was a time when “looking the part” meant being polished. Branded backdrops. Immaculate editing. Captions that hit every talking point. But now, that same shine raises red flags.
When we asked why people hit “Follow,” it wasn’t about credentials or camera quality—it was about being “real,” “authentic,” “genuine,” and “honest.”
And what makes them scroll? Content that feels overproduced, overly scripted, and packed with too many sponsored posts.
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I scroll away instantly when the content feels disconnected from reality.
of consumers prefer messy, real storytelling or behind-the-scenes content.
Influence isn’t about polish. It’s about presence—raw, honest, and not trying to close a deal. For brands, that means the old playbook needs a rewrite.
The responses make it clear: if your content feels too perfect, it’s working against you.
Which of the following is the biggest “ick” when watching influencer content?
There were 550 responses, and respondents could select multiple answers.
4 in 10
Nearly 4 in 10 consumers say relatability is the number one reason they trust an influencer—more than expertise, fame, or follower count.
So what’s going on?
Polish is out. Presence is in.
Forget TV-level polish and hard sells. The future of influencer marketing is casual, honest, and deeply human. These aren’t actors reading lines—they’re people you know. Friends. Colleagues. Folks you’d run into on the street.
The content that hits doesn’t try to sell like a commercial. It connects like a conversation.
Authentic beats scripted every time.
What this means for…
Don’t mistake high production for high impact. The influencer your audience trusts may not look “on-brand.” That’s the point.
You don’t need to look sloppy to be real. But if you’re too polished, expect people to scroll.
That “something’s off” feeling? You’re not imagining it. Trust is a gut check now.
Chapter two
"Let the influencer cook."
Influencers build trust when they're less scripted.
You reached out to me for a reason—my style, my audience, my voice. So let me talk to them the way I usually do.
This isn’t about being difficult—it’s about being believable. It might look like pushback, but it’s really a plea for trust.
Because here’s the truth: The tighter the brief, the weaker the belief.
Most influencer-brand collabs die in drafts—not because the product’s bad, but because every ounce of honesty gets edited out.
Box influencers in with rigid guidelines, and the content falls flat, the audience tunes out, and the brand wonders why it didn’t convert.
A script isn’t a partnership. It’s a paid ad.
When brands hand influencers a script, they’re not getting influence—they’re paying for a performance. Word-for-word scripts might feel safe for brands, but they’re prone to backfiring.
The result: wasted budget, lost trust, and a damaged reputation.
Stop scripting. Start collaborating.
1 in 4
1 in 4 influencers say the most frustrating part of working with brands is being forced to sound inauthentic, misaligned with their audience, or trapped in someone else’s voice.
The most common reason influencers reject brand deals:
terms
restrictions
A lose-lose situation. When you don't let the influencer “cook”, people still buy but feel misled when it doesn't deliver.
56% of influencers admit to promoting products they don’t actually like.
71% of consumers regret purchases made through an influencer’s recommendation.
You said “collab.” Now act like it.
When influencers are stuck trying to please brands, audiences tune out. Trust erodes. And over time, the whole system starts to crack. This isn’t just friction. It’s the engine pulling itself apart.
What this means for…
You’re not hiring a channel. You’re hiring someone your audience believes. Remember: trust can’t be scripted.
If it doesn’t sound like you, it won’t work like you. Trust dies the second your voice disappears.
You know when something’s been edited to death. And you're right to scroll.
"They’re after reach—not resonance."
The right influencer might not always have the most followers.
Marketers are doubling down on employee advocacy, founder-led content, and influencers with niche followings. But a strong resume isn’t enough anymore. Consumers don’t trust people just because they’re “experts.” They trust people who sound like people.
When every brand is trying to sound smart and polished, the ones that cut through don’t sound perfect—they sound familiar. That’s what sticks. The question isn’t “Who has authority?” It’s “Who do I believe?”
1 in 3
Only 1 in 3 consumers believe influencers genuinely use the products they promote.
A million followers ≠ a million sales.
It’s not about broadcasting to the biggest crowd. Trust isn’t built through follower counts, but through connection, voice, and messaging. The influencers who matter are the ones your audience already trusts.
Vanity metrics won’t build your brand.
Nearly half of consumers say whether they trust a brand’s message comes down to one thing: the influencer.
Marketers are catching on: real influence isn’t about reach, it’s about relevance. Chasing clout over credibility is breaking trust.
What this means for…
You need someone who sounds like your customer. Trust doesn’t come from titles.
Don’t perform thought leadership. Your credentials matter—but they’re not what make people believe you.
Of course you follow influencers who stumble, laugh, and swear—not the ones delivering brand-safe talking points.
"AI content is an automatic no."
Consumers are growing wary of the influencer machine.
In a feed full of polished sponcon, AI-written captions, and content made to please the algorithm, audiences are more skeptical than ever. And that skepticism is making one thing clear:
The future belongs to influencers and brands that feel real.
That’s hard to do when influencers are stretched, brands are chasing scale, and audiences are over it. The trust gap’s growing on all sides.
So what happens next?
The next era of influencer marketing won’t be won by volume or spend. It’ll belong to those who show up consistently, mean what they say, and earn belief over time.
That means:
Showing your face (and your flaws)
Protecting your voice
Saying no to shortcuts and grifts that erode trust
Because once trust is broken, getting it back takes more than good content.
of consumers distrust AI-generated influencer content.
of influencers are using AI to assist with content creation.
What this means for…
You can’t automate authenticity. And no, more content isn’t the answer.
Use AI to save time, not replace your voice. If AI can say it for you, why should anyone listen?
You’re already voting—with every follow, like, and purchase. Back what you believe.
The source data
The making of the Get Real survey, and bonus findings.
This final chapter is your behind-the-scenes pass: we get real about who we surveyed, how we conducted the research, and share a few standout stats that didn’t slot neatly into our chapters (but still reveal a lot about where influencer marketing is headed).
How we got the data…
We collected 1,300 responses via a Typeform survey.
Participants included a mix of influencers, marketers, and everyday consumers.
The survey combined multiple-choice, ranking, and open-ended questions—including video responses, giving us richer, real-er answers.
Who we surveyed…
Top industries represented:
Finance and business
Fashion and beauty
Travel and lifestyle
Entertainment and gaming
Software
Size of influencer audience
Survey respondent profile: 1,300 responses analyzed
Gender
Age
Nationality
Employment
Income
Influencer earnings broken out by Audience Size, Content Focus, Age, and Income
Earnings by Sponsored Post | $0-$100 | $1,000-$5,000 | $10,000+ | $100-$500 | $5,000-$10,000 | $500-$1,000 | |
|---|---|---|---|---|---|---|---|
Audience Size | 1 - 10k followers | 77 | 1 | 1 | 34 | 0 | 8 |
10k - 50k followers | 13 | 16 | 0 | 44 | 2 | 32 | |
300k+ followers | 2 | 4 | 7 | 1 | 4 | 1 | |
50k - 300k followers | 4 | 15 | 2 | 11 | 4 | 3 | |
Content Focus | Entertainment & Gaming | 11 | 1 | 1 | 11 | 0 | 3 |
Fashion & Beauty | 14 | 3 | 1 | 16 | 1 | 2 | |
Finance & Business | 10 | 12 | 2 | 11 | 2 | 5 | |
Food & Cooking | 4 | 1 | 0 | 7 | 0 | 3 | |
Health & Fitness | 7 | 23 | 0 | 10 | 2 | 5 | |
Other | 23 | 12 | 1 | 10 | 2 | 5 | |
Parenting & Family | 8 | 1 | 0 | 5 | 2 | 3 | |
Software | 7 | 3 | 0 | 9 | 0 | 7 | |
Tech & Gadgets | 7 | 0 | 0 | 5 | 2 | 3 | |
Travel & Lifestyle | 8 | 1 | 3 | 9 | 0 | 7 | |
Age | 18-24 | 22 | 2 | 0 | 19 | 0 | 3 |
25-34 | 41 | 23 | 0 | 57 | 4 | 1 | |
35-44 | 15 | 11 | 2 | 13 | 6 | 3 | |
45-54 | 9 | 0 | 0 | 0 | 00 | 1 | |
55 | 4 | 0 | 0 | 2 | 0 | 0 | |
Under 18 | 9 | 0 | 1 | 1 | 0 | 2 | |
Gender | Female | 52 | 20 | 4 | 46 | 5 | 30 |
Male | 44 | 16 | 2 | 39 | 3 | 11 | |
Non-binary/third gender | 2 | 0 | 1 | 4 | 2 | 0 | |
Prefer not to say | 0 | 0 | 1 | 1 | 0 | 0 | |
What type of content do people follow influencers for?
Demographic | Educational | Entertaining (humor, memes, etc.) | Exclusive behind-the-scenes content | Inspirational/motivational | Personal storytelling | |
|---|---|---|---|---|---|---|
Age | 18-24 | 10 | 26 | 11 | 15 | 16 |
25-34 | 44 | 46 | 8 | 25 | 41 | |
35-44 | 39 | 55 | 11 | 27 | 25 | |
45-54 | 14 | 16 | 0 | 13 | 8 | |
55 | 6 | 6 | 3 | 5 | 8 | |
Under 18 | 3 | 8 | 2 | 2 | 2 | |
Gender | Female | 56 | 93 | 18 | 47 | 72 |
Male | 55 | 61 | 17 | 35 | 26 | |
Non-binary/third gender | 1 | 2 | 0 | 3 | 2 | |
Prefer not to say | 4 | 7 | 4 | 7 | 7 | |
Employment | Employed full-time | 61 | 86 | 11 | 38 | 46 |
Employed part-time | 6 | 7 | 4 | 7 | 7 | |
Other | 3 | 3 | 1 | 3 | 2 | |
Prefer not to say | 2 | 6 | 2 | 3 | 3 | |
Retired | 2 | 1 | 2 | 2 | 3 | |
Self-employed | 21 | 23 | 6 | 16 | 17 | |
Student | 8 | 17 | 6 | 12 | 17 | |
Unemployed (not seeking work) | 3 | 1 | 0 | 1 | 1 | |
Unemployed (seeking work) | 10 | 13 | 3 | 5 | 9 | |
Income | $10,000 - $24,999 USD | 10 | 15 | 4 | 8 | 12 |
$100,000 - $199,999 USD | 13 | 29 | 7 | 10 | 11 | |
$200,000+ USD | 6 | 8 | 4 | 6 | 6 | |
$25,000 - $49,999 USD | 14 | 21 | 2 | 13 | 17 | |
$50,000 - $99,999 USD | 31 | 28 | 4 | 13 | 16 | |
Less than $10,000 USD | 27 | 32 | 7 | 19 | 19 | |
Other | 15 | 24 | 7 | 18 | 19 | |
The most popular category across every demographic was entertainment.
Personal storytelling hits harder with women: 25% named it their preferred content type, nearly twice the rate of men at 13%.
Preferred Content Type | <$25k | $50k–$99k | $100k–$199k |
|---|---|---|---|
Entertainment | 44.4% | 36.8% | 43.9% |
Educational | 22.2% | 45.6% | 39.4% |
Personal Storytelling | 33.3% | 17.6% | 16.7% |
Interest by income
<$25k
Respondents earning under $25k crave connection, they favor entertainment and personal storytelling.
$50k–$99k
Those earning $50k–$99k are hungry to learn, and educational content tops their list.
$100k–$199k
Those in the $100k–$199k bracket split their attention between entertainment and education, with personal storytelling falling flat.
Marketers weigh in: when influencer marketing makes the biggest impact.
Early-stage (0-2 years): To establish brand awareness and credibility
45%
Pre-launch: To build hype before launching a product/service
24%
Growth stage (2-5 years): To scale marketing efforts and expand reach
23%
Legacy brand (10+ years): To modernize marketing efforts and stay competitive
4%
Established business (5-10 years): To maintain brand relevance and deepen customer loyalty
4%
From scroll to sale: how different groups shop influencer picks.
Demographic | Group | No | Yes, multiple times | Yes, once or twice |
|---|---|---|---|---|
Age | 18-24 | 23 | 29 | 27 |
25-34 | 41 | 67 | 59 | |
35-44 | 31 | 49 | 78 | |
45-54 | 16 | 16 | 21 | |
55 | 6 | 9 | 14 | |
Under 18 | 10 | 2 | 6 | |
Gender | Female | 58 | 126 | 106 |
Male | 63 | 43 | 92 | |
Non-binary/third gender | 2 | 1 | 6 | |
Prefer not to say | 4 | 2 | 1 | |
Employment | Employed full-time | 48 | 88 | 108 |
Employed part-time | 9 | 9 | 9 | |
Other | 2 | 7 | 5 | |
Prefer not to say | 4 | 4 | 9 | |
Retired | 3 | 4 | 4 | |
Self-employed | 21 | 33 | 31 | |
Student | 24 | 15 | 17 | |
Unemployed (not seeking work) | 1 | 2 | 3 | |
Unemployed (seeking work) | 15 | 10 | 15 | |
Income | $10,000 - $24,999 USD | 16 | 20 | 15 |
$100,000 - $199,999 USD | 10 | 30 | 30 | |
$200,000+ USD | 3 | 11 | 16 | |
$25,000 - $49,999 USD | 17 | 29 | 22 | |
$50,000 - $99,999 USD | 19 | 31 | 42 | |
Less than $10,000 USD | 30 | 34 | 41 | |
Other | 32 | 17 | 39 |
Picking the right influencer ain’t easy. Here are a few red flags that should make you hit pause.
Uncut. Unfiltered. Unmissable Stats.
of consumers follow influencers on more than 1 platform.
of consumers regret a purchase based on an influencer’s recommendation.
of influencers say being forced to sound inauthentic is the most frustrating part of working with brands.
of influencers cite cite nonstop content creation as their biggest burnout driver.
Why Typeform?
Because a great survey should feel like a conversation—not a chore.
We used Typeform to build the Get Real experience, using personalized paths (thanks to logic), video capture, and a frictionless mobile-first format.
We wanted real answers, and we designed our survey to get them.
We’re not done yet. As influencer marketing evolves, we’ll keep tracking the trends that matter.
Sign up here to get notified when we release follow-ups, data deep-dives, or spin-off reports.