Consumer Trust and Influencer Marketing

According to research, consumer trust in brands is at an all-time low, and it’s continuing to decrease.

In fact, most people have also lost trust in the media and government, looking at both parties as divisive elements in society instead of as sources of trustworthy information.

This large gap in trust is a great opportunity for companies to fill and gain the trust of the consumers, but it’s not an easy thing to do.

Fortunately, there are several different ways that companies can gain the trust of their target audiences, with the best one being influencer marketing campaigns.


When a business is able to work with the right influencers, it’s also able to make its promotional messages sound a lot more credible.

That’s because consumers are a lot more likely to trust third-party sources and claims, rather than claims and messages that come directly from the companies they should be doing business with.

That means companies that can work with social media influencers and create content together can insert their own messages into that content.

Additionally, this type of approach shows that a business really cares about its target audience and what each individual member of that audience thinks about and cares for, and that the company is committed to giving its consumers something of value that they’re not able to get from any other business.


Another important element in generating more trust with target audiences is the visibility of a brand.

This coincides with influencer marketing because boosting the visibility of a brand is one of the simplest tasks of those types of campaigns.

Additionally, if a business decides to work with a trusted industry influencer that has a large number of followers on social media platforms, the sole participation of that influencer can widen the target audience of the business by association.

However, these types of marketing campaigns aren’t only focused on the numbers because the right influencer also needs to have an audience that’s going to be relevant to the business itself.

They also need to actively engage with that audience instead of simply sharing content and getting no response whatsoever.

When a business gets to work with a relevant influencer that’s aligned with the brand and its values, the influencer marketing campaign is going to generate incredible results while boosting the visibility of the brand in a way that’s both efficient and meaningful.

CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer PR Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.