Higher earners are more likely to trust influencers, buy from them, and want their jobs
61% of high earners trusted creators' recommendations, compared with about half of lower earners, according to Morning Consult data.
New research conducted by Morning Consult for Business Insider reveals that high earners are more likely to trust influencers, be swayed by their recommendations and aspire to become influencers themselves. Those earning over $100,000 per year were more inclined to trust influencers compared to those in lower income brackets, according to a survey of 2,000 US adults in September.
Amanda Acevedo, director of talent at G&B Digital Management, suggests that influencers feel more relatable to those with disposable income, stating, "Influencers feel more relatable to those with disposable income." Natalie Barbu, founder of Rella and a former lifestyle influencer, adds, "When you are making more money, you don't view them as out of touch because you can relate to it a bit more—you have more spending power."
In the survey, 61% of high earners trusted influencer product recommendations, compared to about half of their lower-income peers. Influencers are adjusting their marketing strategies to the economic concerns of their audiences, such as focusing more on authenticity and relatability.
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