Typeform has released its groundbreaking report "Get Real: The Data on Influencer Marketing", blending data and candid video storytelling. With insights from over 1,300 influencers, marketers, and consumers, the report dives deep into the evolving dynamics of digital influence in a world increasingly fatigued by AI and scripted content. The findings are a wake-up call for brands chasing reach without resonance.

1. The Shift from Aesthetics to Authenticity

• Modern consumers value relatable, honest content over polished visuals.

• Authenticity and trust now outweigh follower counts in driving engagement.

• Influencer marketing must prioritize real stories to build digital credibility.

2. Key Findings from the Report

• Relatability over Reach

  • 40% of consumers trust influencers for being relatable, not famous.

  • 50% would unfollow influencers known to have bought followers.

  • 1 in 3 influencers admit to buying followers or engagement.

• AI and Authenticity Conflict

  • 81% of influencers use AI to aid content creation.

  • 35% of consumers distrust AI-generated influencer content.

  • 61% believe AI use should be disclosed by influencers.

• Trust Can't Be Scripted

  • Consumers dislike inauthentic and non-transparent influencer content.

  • Top creator frustration: being forced to sound inauthentic.

  • Only 33% of consumers believe influencers actually use the products they promote.

  • 71% of consumers have regretted purchases from influencer recommendations.

3. Insights from Industry Voices

• Notable contributors like Corporate Natalie, Gigi Robinson, and Brandon Smithwrick provided real stories behind today’s influence.

• The campaign illustrates how honesty and nuance can pierce the noise of overproduced content.

4. Methodology Behind the Report

• Over 1,300 global participants from various sectors including fashion, travel, and tech.

• Data gathered using Typeform's conversational logic and new video capabilities.

• Respondents included: 22% influencers, 26% marketers, 52% consumers.

As digital marketing rapidly evolves, Typeform’s Get Real report stands as a compelling reminder: authenticity isn’t just a buzzword—it’s a strategy. Brands must move beyond vanity metrics and scripted messages to embrace transparent, relatable storytelling. The path forward in influencer marketing is clear: trust, connection, and honesty must lead the way.

Contact Us & Future-Proof Your Marketing with MarTechEdge!