The Influencer Trust index.

Which social media channels do you regularly use?

Our survey shows that every demographic engages with social media differently, shaping how they view and consume influencer content. Overall, we found that Facebook remains the most frequently used platform, with 6 in 10 Brits logging in frequently. Usage jumps even higher amongst Millennials, with 7 in 10 using it regularly (compared to a third of Gen Z).

TikTok follows closely behind, used by around half of the population, and it’s particularly popular with women, with 6 in 10 using it frequently (compared to 4 in 10 men). What’s more, 8 in 10 Gen Z say that TikTok is their most-used platform.

Regional variations are also clear, with Wales recording the highest Facebook usage, and Londoners standing out as the biggest fans of TikTok.

Which factors increase your trust in an influencer's recommendation?

The factors that build trust vary depending on age, gender, and region, but we found that authenticity is key across the board.

Just over a third of respondents said that they find influencers who share balanced reviews the most trustworthy, while around 33% are more likely to trust influencers who genuinely use the products they recommend. Women particularly value influencers who use the product themselves (4 in 10), whereas men tend to place more emphasis on influencer expertise.

Looking at generational differences, Gen Z is most likely to trust influencers who engage with their followers, while Millennials and Boomers say that balanced reviews are the biggest green flag.

Regionally, attitudes vary too. Around a third of people in Scotland are more inclined to trust influencers who clearly disclose ads and sponsorships, and nearly 4 in 10 in the North West prefer creators who use the products they feature.

How often do you verify or research a product after seeing an influencer promote it?

Around 1 in 5 Brits say that they never research or fact-check products promoted by influencers, while 4 in 10 will briefly look something up before making a purchase. We found that men are also slightly more likely to research products than women (44% v 41%), with Millennials being the most likely age group to double check claims.

Looking at different regions, the West Midlands is the least likely to research influencer-promoted products, while nearly half of those in the South West always research before buying.

How important is it that influencers clearly disclose paid partnerships?

Clear disclosure of paid partnerships is non-negotiable for many, with nearly half of Brits (49%) saying their trust would dwindle if an influencer failed to make a partnership clear.

Men place slightly more emphasis on clear disclosure than women too (53% vs 46%), and Boomers feel the strongest about transparency (56%). For Gen Z however, transparency ranks lower on their priority lists, with just 12% saying that it’s essential.

Finally, we found that respondents from the West Midlands are amongst the most likely to insist on clear sponsorship disclosure.

When would you stop trusting an influencer?

Almost half of Brits (44%) said that they would stop trusting an influencer if their content felt fake or overly scripted, while 36% would immediately lose interest if an influencer’s recommendations felt purely profit-driven.

Another big red flag is when influencers promote products they don’t use (33%) as well as when they’re not transparent about sponsorships (30%).

Gen X members are particularly wary of influencers who post solely profit-motivated content (4 in 10), while 53% of respondents from Northern Ireland said that they struggle to trust influencers who come across as heavily scripted.