With talk that TikTok and Instagram are gaining ground on Google search amongst younger people, influencers are starting to become the first port of call for consumers to learn about products, services and brands. But do people trust them? Respect them? Like them? We spoke to some real people to get their views.
Summary.
Influencers haven’t earned the right that celebs and brands have
Influencers are the new rock stars – an aspiration for kids and their parents
People aren’t sure influencers are genuine, or well regulated
People think they don’t follow influencers, but get served them by the algorithm
Influencers haven't earned the right celebs & brands have.
Who you trust largely depends on age and how much time you spend online. In our conversations with consumers (the youngest counting as a “Zillennial” on the generational border), people were quick to say they don’t trust and aren’t influenced by influencers. Almost as a matter of pride. They told us that influencers are mercenary guns for hire who would promote anything for money.
The Digital Marketing Institute says 3% of consumers would consider buying a product in-store if promoted by a celebrity, compared to 60% for an influencer, but in our conversations, people told us that celebrities and brands had earned their reputation over time by being good at something, and are putting their well-earned reputation on the line it they misstep.
“Celebrities have higher status. They’ve achieved something with their life. Influencers haven’t achieved anything, they’re just trying to sell a product. I feel influencers can’t be trusted” - Connor, 30
“I would trust a brand if I know a brand. I would never trust an influencer. Maybe if you didn’t know them you’d think it was genuine. I’ve had conversations with some of them and they’ve said the stuff they’re selling is shite,” – Jaq, 57
“Social media is not a source of truth. A celebrity is someone who is in the public limelight for a reason, music, art, cooking, running, anything… an influencer is just someone who has an uplift purely from their online status” – Jason, 45
“An influencer is all these Love Island people, and brands use them to promote their products. A celebrity is someone who’s earned their right to be called that. Influencers haven’t earned the right in the same. Not all.” – Audrey, 38
Parents see it as an aspiration for their kids, even if they don't trust influencers.
It’d be easy to assume this mistrust of influencers would lead people to dissuade their kids away from pursuing it as a career. With research suggesting 57% of Gen Z want to pursue being an influencer as a job, they are very much the new rockstars. Parents can’t easily dismiss the notion, nor is it likely they’ll be listened to.
However dismissive people are about influencers, they still see it as a valid dream for their children and those we spoke to with kids were comfortable with the idea and happy to actively encourage it – especially if their perceptions about the money to be made are correct. Those without children were much more sceptical about the prospect of children (or future children) in their lives seeing it as a viable career.
“I think it’s a good a thing. I would feel proud. I will be the mother of someone who is popular and famous.” - Simmi, 45
“I’m like go for it! Make us loads of money! Charge 5k a post! I think his generation is Alpha… they all want to be influencers” – Jason, 45
“As long as they could support themselves, off you go. Some of them make good money, a lot more than I’m making!” – Jaq, 57
“I’d be so disappointed. My partner is a teacher. Hopefully between us we could instil some sort of ambition in life. This is where you want to end up, this is what you have to do to get there. Even if you fall short, anything is better than being an influencer.” - Connor, 30
“Ultimately, I think it’s for people who think money grows on trees and want to make quick money. I wouldn’t be very pleased. It’s not a job in my eyes, but as long as they have a plan B then it’s fine to try” - Audrey, 38
Where's the accountability?
Despite legislation requiring influencers to disclose paid promotions, there is a strong perception that they’re operating in a “Wild West” with little regulation. People believe that, unlike brands and celebrities, influencers aren’t being held to account or risking their reputation when endorsing products. Additionally there’s little trust that influencers are genuinely using the products they endorse, and not simply talking something up for the payday before moving on to the next.
“I don’t think they’re genuine. I think they get paid and then they promote it. Half the time there’s no way some of them have been using the product for that long to see any changes.” – Audrey, 38
“Influencers are operating with less rules, they seem to have freedom to do what they like. If they were to sell a product and it doesn’t do what they said, there’s no comeback beyond a comment on a video, which can be deleted or hidden. There’s no comeuppance or accountability.” – Connor, 30
“Influencers make out like it’s their view, their belief etc… but you totally know it’s scripted and they’re just doing it to get clickbait and followers. I tell my son they’re just trying to scam you, turn it off.” – Jason, 45
“Some of the things they do are outrageous. Jack Docherty… he crashed his Ferrari. On his phone, still trying to get his cameraman to stream what’s going on. This is an influencer and people watch and follow him, he's not got any awareness, any intelligence.” – Connor, 30
People don't think they follow influencers, rather they get served them.
When asked which influencers they follow, people were quick to claim they don’t, almost as a matter of pride. Dig a little deeper and they soon realise they DO follow people and accounts related to their interests, only they don’t consider them under their definition of “influencers”. They think of influencers as people served to them by the all-knowing algorithm working its nefarious magic (which many believe is informed by their phone listening in to their conversations). The act of choosing to follow someone seems to elevate them above pre-conceived ideas of what an influencer is.
“I don’t follow influencers. I look up people I like, but not any influencers…. Actually that’s a lie… I do follow lots for my work. People who have influence in a specific field, not the influencers my girls watch, like Molly Mae” – Jaq, 57
“I follow mainly people whose podcasts I listen to, but I wouldn’t say they’re influencers.” – Audrey, 38
“No… I don’t follow anybody. When I watch people’s videos they come up by themselves, I don’t follow them. If I see them once they will come up again and again with new videos.” – Simmi, 45
“It’s listening to me. I know it is. 100%. It’s not a coincidence. It could be my phone, my TV, via someone else… we know how these sort of things work. I don’t search for things, it just puts things up.” – Jason, 45
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