Giovanni GallucciHostAlexis ParkerHostChloe DawnHostWondery and Smithgeiger surveyed 3,000 American fans, 18 to 64, about the creators they follow.
Of those people, 81% trust that creator at least as much as their actual close friends.
Somebody with a weekly show, a podcast, a recurring YouTube series, not the account that posts a different brand every Tuesday.
50% of fans assume a creator doesn't actually like a brand they only mention once.
So the one-off sponsored post, the exact thing most brands buy, is the exact thing the audience has learned to discount.
71% said repeat presence across episodes is what reads as a real endorsement.
Wondery and Smithgeiger surveyed 3,000 American fans, 18 to 64, about the creators they follow.
Of those people, 81% trust that creator at least as much as their actual close friends.
Somebody with a weekly show, a podcast, a recurring YouTube series, not the account that posts a different brand every Tuesday.
50% of fans assume a creator doesn't actually like a brand they only mention once.
So the one-off sponsored post, the exact thing most brands buy, is the exact thing the audience has learned to discount.
71% said repeat presence across episodes is what reads as a real endorsement.
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