Typeform, the conversational data collection platform, today launched Get Real: The Data on Influencer Marketing — a groundbreaking report powered by its new video capabilities and informed by over 1,300 influencers, marketers, and consumers. The study goes beyond numbers, incorporating candid video responses to provide a more humanized and unfiltered perspective on the evolving influencer landscape.
With trust rapidly replacing scale as the top brand currency, the findings signal a pivotal shift: consumers now value authenticity, relatability, and transparency far more than follower counts or polished content.
Video Storytelling Redefines Survey Research
Get Real represents a new era in research — one where video-driven storytelling reveals deeper insights than traditional surveys. Powered by Typeform’s conversational platform, the report blends real voices with real data, offering qualitative nuance in a quantitative landscape.
🡒 Jay Choi, CEO of Typeform, said:
“At Typeform, we believe real connection starts with real conversation. Everything comes down to trust, and today people are tuning out anything that feels scripted or artificial. It’s a clear signal to brands: authenticity isn’t optional.”
Key Findings from the Get Real Report
The data provides a comprehensive look at the credibility crisis shaping modern influencer marketing:
- 📉 Reach Doesn’t Equal Resonance
- 50% of consumers would unfollow influencers known to buy followers.
- 33% of influencers admit to purchasing engagement or followers.
- 40% of consumers say “relatability” is why they trust influencers — not their fame.
- 🤖 Authenticity Over AI
- 81% of influencers now use AI to aid content creation.
- 35% of consumers distrust AI-generated influencer content.
- 61% believe influencers should disclose when AI tools are used.
- 🗣 Trust Can’t Be Scripted
- Inauthentic engagement is the top “ick” for consumers, followed by lack of transparency.
- 1 in 4 influencers cite being forced to sound inauthentic as their top frustration.
- Only 1 in 3 consumers believe influencers genuinely use the products they promote.
- 71% of consumers regret purchases based on influencer recommendations.
Influencer Voices: Honest Reflections
The report also features commentary from respected creators including Corporate Natalie, Gigi Robinson, and Brandon Smithwrick, who provide firsthand accounts of the shifting expectations in brand partnerships and content creation.
These voices amplify the central message: in the age of AI and digital overproduction, human truth is the most powerful storytelling tool brands can wield.
Conclusion: The Future of Influencer Marketing Is Human
Get Real offers more than just data — it offers a blueprint for brands and creators to rebuild trust in a crowded digital landscape. With authenticity rising as the most valuable asset, brands that prioritize honest collaboration over rigid scripting stand to create more meaningful, lasting connections with audiences.
