Relatable Creators Are Reshaping Consumer Trust
In today’s content-saturated world, brand loyalty is no longer driven by follower counts or polished celebrity endorsements. Instead, consumers—especially younger and Multicultural audiences—are tuning into creators who feel real, relevant, and deeply aligned with their values.
This shift is redefining influencer marketing. Brands that rely on surface-level reach are missing the mark. What’s working now? Authenticity, cultural fluency, and platform-native voices who inspire genuine trust.
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Compared to 51% total population
71%
of Americans ages 18-45 follow influencers, celebrities, or other popular accounts on social media.
Download an excerpt of the report for data and strategies to power your influencer strategy and see impactful examples.
Trust Is Built on the Right Channels
Consumers don’t treat all platforms equally—and neither should your campaigns. Certain social media channels are seen as more credible than others, particularly among younger and Multicultural audiences. YouTube, for example, consistently ranks as a trusted source for content discovery and decision-making. TikTok and Instagram are also gaining ground for trend-driven storytelling.
It’s Not About Fame—It’s About Fit
The most effective creators today aren’t necessarily famous. In fact, over half of American consumers say an influencer’s follower count doesn’t impact their opinion. What does matter? Whether that creator feels relatable. Whether they reflect your audience’s identity, values, and real-life experiences. That’s why micro- and mid-tier influencers often outperform celebrities in building trust and cultural resonance.
Content That Connects Creates Loyalty
Across all platforms, the content that sticks isn’t heavily produced or overly branded. It’s emotionally intelligent. It’s vulnerable. It’s useful. Today’s audiences engage with creators who speak openly about topics like mental health, cultural identity, and lived experience. The more your brand enables this kind of storytelling, the deeper your connections will go.
The Bottom Line
Influencer marketing is evolving—and it’s being shaped by consumers who expect brands to meet them with authenticity and empathy. Winning strategies today are less about broad exposure and more about deep alignment: the right people, on the right platforms, telling the right stories.
Are you ready to evolve your strategy?