Audiences don't trust creators to come clean about brand deals

A recent survey found that there is a trust gap between creators and their audiences around brand deals in the US. Sixty-nine percent of US adults think creators should disclose paid promotions, but only one in four think influencers actually do so. This lack of transparency can lead to a breakdown in trust between creators and their audiences.

The trust gap between creators and their audiences matters for social commerce because it can impact the effectiveness of sponsored content. If audiences do not trust creators to be transparent about brand deals, they may be less likely to engage with sponsored content or make purchases based on influencer recommendations. To overcome this trust gap, creators can prioritize transparency and disclosure in their sponsored content, using tactics such as clearly labeling paid promotions and being open about their relationships with brands.