Only 16% of UK customers trust sponsored posts on TikTok, Instagram and co according to new research from the Bazaarvoice.
The brand new study based on the answers from 9,000+ customers in the UK, US, Canada, Germany, France and Australia, found that social media users prefer everyday users like friends and families as their influencers (56%).
For 38% of customers they’re the preferred source of content because they don’t have an agenda.
Experts in a field or subject tend to be viewed as more trustworthy (39%). That includes mums, DIY experts and chefs.
“Consumers are now looking to the everyday influencer for genuine content they can trust, and actively seeking out user-generated content to validate their purchasing decisions. In turn, by integrating UGC into all touchpoints, brands can use unofficial ambassadors that have genuine connections with their followers and audiences,” said Ed Hill, SVP EMEA at Bazaarvoice.
When it comes to transparency, two in five consumers feel that new rules imposed on influencers have made no difference in regard to how much they trust them and 42% don’t believe influencers are any more authentic these days.
Some 80% want to see stricter rules imposed on social influencers.
Posts that aren’t sponsored tend to receive higher trust ratings (83%).
It seems that the desire for more genuine and unbiased reviews is high and growing (86%).
Hill added: “That isn’t to say sponsored content has no place in the marketing landscape, but brands should be considered and targeted in their approach. We have moved into an era beyond traditional micro and macro influencers. The influencer’s expertise and quality and genuine nature of the content are priority factors for consumers, and should be key considerations for brand marketers when developing future campaigns.”
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