Studies have shown that there is a declining level of trust in influencers worldwide. The decline in credibility in influencer marketing can be traced to several key factors, including similarity in messaging, misallocated marketing dollars, and a wide crack in the veneer of influencer authenticity. Influencer marketing is not alone, as there are notable declines in traditional areas of institutional trust, such as trust in corporations and government.
Journalists are the New Influencers
