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The trust factor: Influencer marketing trends in 2024
Journal of Brand Strategy,
13
(2),
148-159
(2024)
Abstract
In an era where consumers are inundated with advertisements from all corners, influencers have become a beacon of trust thanks to their authenticity and relatability. This trust can shape consumer behaviour, fuel engagement and, ultimately, drive purchasing decisions that positively impact the entirety of the marketing funnel. This paper discusses the current state of influencer marketing, with a particular focus on the role of trust. Drawing on extensive research conducted by IZEA, it explores how influencers are reaching an impressive 83 per cent of adults ages 18 to 60 years, why consumers find influencer content more compelling than traditional manufactured advertising and how trust in influencers is reshaping integrated marketing strategies.
Keywords: influencer marketing; trust in influencer marketing; influencer marketing research; influencer trust; influencer marketing trends; consumer sentiment
The full article is available to subscribers to the journal.
Author's Biography
Ryan Schram is the President and Chief Operating Officer of IZEA, where he provides leadership and managerial oversight, focusing on the needs of team members, clients, partners and creators worldwide. He prioritises company culture and creativity and is responsible for IZEA’s operational environment, including client development, service, marketing communications, human capital and creator ecosystem organisations. He also drives the company’s growth strategy domestically and internationally. With over 20 years of leadership experience at the crossroads of marketing, media and technology, Ryan has a proven record of driving growth and profitability for cutting-edge companies. His work has been featured in such leading publications as the Wall Street Journal and Fast Company. Ryan graduated from the Eli Broad College of Business at Michigan State University. He is also a founding partner of the Influence+United global alliance, which was developed on behalf of IZEA and its Charter Members worldwide.
