Influencer relationships are evolving

Do you have a “comfort influencer?” The one whose content you go back to again and again. You’re more invested in their personal life than any celebrity or other internet personality. No, you don’t know them. But you trust them.
Our favorite influencers really do feel like friends, and we take their product recommendations seriously. According to the 2024 Influencer Marketing Report, almost all (86%) consumers make a purchase from an influencer at least once a year, proving the hold influencers we trust have over our buying habits.