A study by influencer marketing platform Room Unlocked has found that a clear majority of British people struggle to identify with influencers on any level, raising concerns over how ‘disingenuous’ they are.

According to the study, the days of the so-called ‘mega-influencer’ promoting lifestyle choices and products for the highest bidder are numbered, with societal trends indicating a growing appetite for genuinely authentic voices.

Most of the concerns raised by the wider public related to the apparent lack of clarity and transparency surrounding the influencer marketing model, with 43% of those polled saying that influencers who have not been paid to push a product are more trustworthy.

The study also revealed that if a brand truly wants to connect with its customers, it needs to prioritise partnerships with genuine ones.

Study reveals 61% of UK public cannot relate to influencers - Marketing Beat

Room Unlocked finds 61% of British people struggle to identify with influencers on any level, raising concerns over how 'disingenuous' they are.

Duncan Carter

Duncan Carter

Digitial Marketing Manager at Beagle Talent

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