NAD Releases Influencer Trust Index

This week, NAD released Influencer Trust Index: Consumer Insights 2025. The report starts by noting that last year, 82.7% of marketers in the US leveraged influencers in creative campaigns, driving the influencer marketing industry to a $24 billion domestic valuation. Despite this growth, a survey commissioned by NAD suggests that the industry faces serious challenges.

Although the data show high consumer engagement with influencers, the data also show that consumers are suspicious of influencer campaigns. In fact, although 87% of consumers surveyed trust company ads, only 74% trust influencer ads. The primary driver of distrust is a feeling that some influencers are not genuine, honest, or transparent.