Just a quarter of U.S. adults trust creators to always disclose brand deals

A recent survey has found that only a quarter of U.S. adults trust creators to always disclose brand deals, indicating a significant lack of trust in the transparency of influencer marketing. This finding suggests that many consumers are skeptical about the authenticity of sponsored content and may be questioning the credibility of their favorite creators.

This lack of trust has significant implications for social commerce, as it may lead to decreased engagement and sales for brands partnering with influencers. To rebuild trust, creators and brands must prioritize transparency and clearly disclose sponsored content, ensuring that their audience is aware of any brand deals. This shift towards greater transparency can help to maintain the integrity of influencer marketing and promote a more authentic social commerce experience.