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

A recent survey has found that only one in four U.S. adults believe content creators consistently disclose brand ties when promoting a sponsored product. This lack of trust is significant for the industry, which relies on creators building close bonds with their audiences.

The finding has implications for social commerce, as transparency and trust are essential for building strong relationships between creators and their audiences. If audiences do not trust creators to disclose brand deals, they may be less likely to engage with sponsored content, ultimately affecting the effectiveness of influencer marketing and social commerce campaigns.