Influencer marketing has become one of the most powerful tools in the brand playbook, reshaping everything from product launches to customer loyalty. While the content keeps flowing, a new report suggests something more critical is drying up: trust.
A new study from Typeform, Get Real: The Data on Influencer Marketing, reveals just how deep the credibility cracks go. Based on insights from over 1,300 influencers, marketers, and consumers, the report captures not just numbers but raw, unfiltered video responses that reflect a growing fatigue with curated content and performative personas. Today’s audiences want connection, not choreography.
The numbers behind the fallout
Influencer marketing may still dominate brand budgets, but consumers are growing increasingly sceptical. Half say they’d unfollow an influencer if they found out they’d bought followers, and a third of influencers openly admit they’ve done exactly that. Relatability, not follower count or fame, is now the primary driver of trust, according to nearly 40% of consumers. Yet only 30% believe influencers use the products they promote.
Influencers are increasingly leaning on AI tools to scale content (81% say they use it) but it’s pushing trust even further out of reach. Over a third of consumers distrust AI-generated content, and 61% want influencers to disclose when they’ve used it. The more automation creeps in, the more audiences question what (and who) is real.
When the script backfires
Inauthenticity is not only a red flag for consumers but a growing source of friction for creators themselves.
According to Typeform’s report, 25% of influencers say their biggest challenge is being forced to sound inauthentic by brands. More than half admit to promoting products they don’t actually like. On the consumer side, 71% say they’ve regretted a purchase based on an influencer’s recommendation.
The influencer marketing crisis is also affecting CX. When audiences feel misled, they don’t just blame the creator. They remember the brand behind the campaign.