Influencer marketing may be losing its grip. A new report from Typeform, titled Get Real: The Data on Influencer Marketing, suggests consumers are tuning out flashy content and turning up their skepticism. The report blends survey data and video responses from over 1,300 influencers, marketers, and consumers.
The findings paint a clear picture: connection beats curation. Flashy aesthetics and high follower counts no longer hold the weight they once did. People want truth over polish, and authenticity over algorithms.
AI can scale your message, but it can’t scale your emotional credibility.
Real Doesn’t Mean Perfect
A large chunk of the audience—nearly 40%—says they trust influencers because they seem relatable. Fame? Not a factor. What makes the message stick is whether the person on screen feels real.
But the system is showing cracks. One in three influencers admits to buying engagement. Half of consumers say they’d unfollow someone if they knew their followers were fake. Trust is fragile, and the shortcuts some influencers take are backfiring.
AI May Help Creators, But It’s Not Winning Fans
AI tools are now standard in content creation. According to the report, 81% of influencers rely on them in some way. But audiences aren’t fully on board. Over a third of consumers say they’re uneasy about AI-generated influencer content, and 61% believe creators should say when they’ve used it.
That’s a big signal for marketers. Automation might make things faster, but it’s not making them more credible.
Scripted Is Out, Spontaneous Is In
The tension between brands and influencers is growing. Many creators say the worst part of these partnerships is being told what to say. A quarter say forced messaging is their top complaint.
Audiences can tell. The number one reason people cringe at influencer posts? Fake enthusiasm. Only one-third of consumers believe influencers actually use the products they push. And more than half of influencers admit they’ve promoted items they don’t like.
Those mismatches cost more than just clicks. Seventy-one percent of consumers say they’ve regretted a purchase based on an influencer’s recommendation.
What Marketers Should Rethink
The takeaway from the report is blunt: stop chasing perfect. A creator with a smaller audience but a believable story may do more for a brand than one with a million followers and a forced smile. This isn’t about reach. It’s about resonance.
Marketers looking for long-term impact might want to treat influencer campaigns less like ad placements and more like collaborations. The people watching can tell when it’s fake—and they’re tuning out.
Where This Leaves the Industry
Influencer marketing isn’t going away. But its rules are shifting. The audience is calling the bluff on glossy posts, AI-fed scripts, and follower inflation. That shift is a warning and an opportunity. Creators who share real stories and brands that allow them to do it on their own terms may find themselves back in favor.
The full report, including candid video responses and more detailed findings, is available at typeform.com/getreal.
