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More than half were influenced to buy, but only 5% completely trust the advice.
June 26, 2025
By: TOM BRANNA
Editor
Nearly half (58%) of consumers purchased beauty products based on influencer recommendations. Yet, only 5% completely trust influencer content. In contrast, there’s 87% consumer trust in general advertising. The findings come from The “Influencer Trust Index: Consumer Insights 2025,” published by BBB National Programs’ National Advertising Division (NAD) in partnership with The Benchmarking Company. The Influencer Trust Index highlights the key drivers of trust, including authenticit...
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