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 authenticity, honesty and disclosure. It points to the growing demand for stronger accountability and education across the industry, according to the NAD. Influencer marketing is a $24 billion industry with a need to rebuild credibility and better ensure transparency, it concludes.

The NAD notes an interesting paradox—high engagement but declining trust among consumers.

58% of consumers have made purchases because of influencer endorsements.

35% have made between four to six purchases based on influencer content.

Despite this behavior, trust is waning—only 74% trust or somewhat trust influencer content, compared to 87% who trust general advertising.