Whom Do People Trust? Influencer Marketing Is More Than Just a Trend

Influencer marketing has become one of the most effective and fastest-growing sectors in today’s digital landscape. Brands that want to build a stronger connection with consumers are no longer relying solely on traditional advertising – they’re partnering with content creators who have loyal, trusted followings. Why build a new community from scratch when someone else has already worked hard?

Emily Hund, a researcher at the University of Pennsylvania and author studying influencer culture and digital media, notes that people often trust influencers more than journalists, and increasingly turn to them for news and information. A recent public opinion survey commissioned by the Estonian Government Office found that social media is the mostimportant information source for people living in Estonia who belong to other ethnic backgrounds. Estonian news portals came in second. Ethnic Estonians also use social media for news, but for them, it ranks fourth. This, however, is gradually shifting.

In the age of social media, people don’t want to see just advertisements – they’re looking for content they can relate to, or that offers enough context to help them make decisions. That’s the power of influencer marketing: it creates real, trusted connections between brands and audiences. For example, when Gen Z considers buying an expensive product, they’re more likely to research reviews from influencers on social media than to read a journalist’s article. On the other hand, people over 65 still primarily get their information from traditional journalism. Successful influencers often carve out a niche and communicate authentically, earning greater trust from their followers.

Three Reasons Why to Include Influencers in Your (PR) Campaign:

• Credibility and authenticity – People trust influencers because they perceive them as “real people” who share their everyday lives and personal experiences.
• A sense of community – Influencers foster tight-knit communities where followers interact and feel part of something bigger. In many cases, an influencer’s community is larger than the circulation of a national newspaper. For instance, a campaign we ran last summer reached nearly 40,000 people through influencer content. By comparison, one of Estonia’s top newspapers, Õhtuleht, had a circulation of 29,400 that same month.
• Natural brand integration – Unlike traditional ads, influencer marketing feels more organic. Content creators share products in the context of their real lives, making the message more believable. They can also be involved in PR initiatives and generate earned media. A smart influencer post can spark media coverage or even kick off the public conversation.

Influencer Marketing Is More Than a Passing Fad

While sceptics may still see influencer marketing as a fleeting trend, the data tells a different story. Brands that invest in long-term partnerships with the right influencers are building a powerful communication tool. But it’s crucial to choose wisely – an influencer must align with the brand’s values and audience. Simply going after high follower counts without evaluating content and tone can backfire, alienating both the influencer and their community.

Influencer marketing isn’t just about social media – it’s a strategic communications tool. When brands effectively incorporate it into their overall strategy, it becomes not just powerful but essential for modern marketing success.

Key Trends in Influencer Marketing

Influencer marketing continues to evolve rapidly, but several trends are standing out:

1. Micro and Nano-Influencers

While mega- and macro-influencers can reach large audiences, smaller influencers often see higher engagement. Their recommendations feel more personal and trustworthy. That’s why it’s important to carefully evaluate which influencer best suits your brand.

2. Long-Term Collaborations

One-off campaigns can feel like ads. In contrast, ongoing collaborations build trust between the brand and influencer. Consistent messaging strengthens the connection and makes the brand more believable to followers.

3. Authenticity and Transparency

Consumers are more media-savvy than ever and expect honesty from both brands and influencers. Clear labels like “Paid partnership” or visible brand tags help audiences identify sponsored content and maintain trust.

4. Integration of Social Media and E-Commerce

Social media platforms are becoming integrated shopping hubs where purchases happen directly. Instagram, TikTok, and YouTube now offer in-app shopping tools, making influencer marketing even more impactful.