The size of the global influencer marketing market has more than doubled since 2019, to $16.4 billion in 2022, according to Statista. Despite this rapid growth rate, there are indications of a major credibility gap when it comes to influencers’ actual effectiveness.
A recent consumer survey conducted by Wakefield Research for The Desire Company revealed some startling trends:
- 87% of consumers say it’s likely influencers don’t even use the products they advertise;
- 82% of consumers who have purchased an item based on an influencer’s recommendation have had some sort of negative experience with the product, the most common being that it doesn’t match the influencer’s claims, at 41%;
