Despite recent controversies, such as Pandoro Gate, trust in creators remains surprisingly strong. A survey conducted by Ipsos for Stardust revealed that 90% of users took an action after seeing an influencer’s content, and 1 in 4 made a purchase. This scenario suggests a growing awareness of the importance of training for industry professionals, considered useful by 70% of operators.
The survey examined not only the evolution of the role of influencers, but also the public’s perceptions. It was conducted in three phases: desk analysis, 1,500 interviews among individuals aged 16 to 65 (with an over-represented sample of 800 people aged 16 to 28), and online interviews with a selected group of 14 creators.
Of those surveyed, 48% use social media to follow influencers and creators. Of these, 42% view published content and 21% comment on it. The majority of the audience is young and predominantly female. Despite recent controversy, trust in creators continues to persist: 32% express a positive or very positive opinion of them, while 36% maintain a neutral position. The number of influencers followed has increased compared to two or three years ago. Many users discover them by chance while browsing their feeds: 72% come across them without actively looking for them, while 36% learn about products thanks to suggestions from friends.
The main motivation for following an influencer is entertainment, cited by 56% of respondents. Other key factors include the simplicity with which they explain complex topics (40%) and seeking shopping advice (38%). Trust plays a crucial role: for ** 29%**, it is essential that the influencer is considered reliable and competent. Overall, the propensity to purchase among influencer followers is significantly higher than among non-followers: 54% are willing to buy products recommended by artists they admire. With a growing focus on sustainable choices, 84% of respondents declare themselves sensitive to environmental issues, suggesting a shared trend towards responsible consumption.
Ultimately, trust in creators remains resilient even in turbulent times. With a younger generation seeking authenticity and expertise in the digital landscape, the evolution of the relationship between audiences and influencers will continue to shape its dynamics for the foreseeable future. The challenge will be to maintain this trust in an ever-changing environment, where transparency and reliability will be increasingly demanded by users.
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