Audiences don't trust creators to come clean about brand deals
Source: Business Insider ·
Influencers have a trust gap with their audiences around brand deals, but there are ways they can make sponsored content work better.
From the source
Audiences are skeptical that creators are disclosing paid relationships with brands.Illustration by Thomas Trutschel/Photothek via Getty ImagesInfluencers have a trust problem with their audiences around brand deals.People think creators should disclose paid deals, but only a quarter think influencers do so regularly.Audience trust is critical as the creator economy grows as a marketing channel.There's a trust gap between creators and their audiences around brand deals.Sixty-nine percent of US adults think creators should disclose paid promotions, but only one in four think influencers actually do so consistently, according to a survey by Morning Consult conducted exclusively for Business Insider, of roughly 2,000 people in September.Emily Steele, CEO of Hummingbirds, a marketing platform that connects creators with retailers, said she blames the distrust on the growing number of creators out for a quick buck."There are creators who only post UGC or sponsored content without any…
BestAIBroker analysis
- Finance-aware sentiment: neutral (+0.00 on a -1 to +1 scale).
- Event classification: OTHER.
- Market importance score: 30/100, weighting entity relevance, source credibility, multi-outlet coverage and recency.