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84% of Consumers Do not Trust the Influencers

Influencer marketing is something that is increasingly widespread. What sold as the future of advertising, seems to be a scam in half the cases.

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Influencer marketing is something that is increasingly widespread. What sold as the future of advertising, seems to be a scam in half the cases. A study carried out by the BBC shows that consumers do not usually trust influencers when buying because they can not determine without having received money or not by advertising.

“The impossibility of determining if an influencer receives money or not when talking about the products he talks about, makes consumers not trust.”

The study, conducted by the BBC radio, shows that 82% of the consumers who participated are not always clear when an influencer has received money to promote a product, which generates distrust.

More than a thousand people have participated in the study, which found that 54% of consumers of cosmetics from 18 to 34 years old bought following the advice of some influencer. The cosmetic sector is one of those that has most turned towards marketing with influencers, discarding television and radio in favor of Instagram and YouTube.

These online media stars charge thousands and thousands of euros, which seems to be the point of friction with the consumer. The public has a hard time determining when an influencer promotes something for money or because it is truly a product they use and like.

Consumers are not the only ones who care about this, as certain organizations in the UK, such as the Competition and Market Authority, seek to have influencers admit that they have received money when promoting a product if that is the case. When an influencer receives money or gifts from a brand, their posts are considered advertising and are subject to consumer protection laws.

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