What's Happening?
A recent report by Akeneo reveals a shift in consumer trust from influencers to peer reviews and user-generated content. The study indicates that 65% of UK consumers have made purchases based on online reviews from fellow shoppers, compared to 58% influenced by social media endorsements. This marks a decline in the influence of social media influencers, with only 50% of consumers being swayed by influencer content in 2025, down from 54% in 2023. The report highlights that consumers are more inclined to seek information from other customers, particularly in sectors like sports and leisure equipment, decorative homewares, luxury goods, and cultural events. The data suggests that brands should focus on encouraging customer reviews and organic content to build community and credibility.
Why It's Important?
The decline in influencer trust signifies a potential shift in marketing strategies for brands. As consumers increasingly rely on peer reviews, companies may need to invest more in fostering authentic customer interactions and feedback. This trend could impact the influencer marketing industry, which has been a significant channel for brand promotion. Brands that adapt to this change by enhancing transparency and leveraging genuine customer experiences may gain a competitive edge. The shift also underscores the importance of accurate product information, as discrepancies can lead to negative feedback and returns, affecting brand reputation and sales.
