Audiences don't trust creators to come clean about brand deals
Influencers have a trust gap with their audiences around brand deals, but there are ways they can make sponsored content work better.
Trust in creators and their disclosure of paid brand deals is a growing concern among audiences, particularly in the rapidly expanding creator economy. According to a survey conducted by Morning Consult for Business Insider, only 25% of US adults believe influencers consistently disclose sponsored content, even though 69% think creators should do so.
The trust gap between creators and their audiences has been exacerbated by the increasing number of influencers focused solely on sponsored content without any cohesive message. Some influencers admit to not always disclosing brand ties, while others claim brands have requested they not disclose partnerships. As the creator economy continues to grow, with advertisers spending $44 billion on creators this year, maintaining audience trust becomes crucial for the sustainability of the space.
Older audiences, particularly boomers, are more likely to distrust creators and their recommendations, partly because they are accustomed to clear financial relationships in traditional celebrity endorsements. Despite the challenges, creators can improve their sponsored content by being authentic, using products themselves, and providing context for their choices.
Maintaining transparency in disclosures remains essential to preserving trust, as consumers are quick to punish any perceived dishonesty.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
