GoKawiilSurvey: Americans earning over $100K trust influencer recommendations more
A Morning Consult survey of roughly 2,000 U.S. adults conducted for Business Insider found that 61% of people earning over $100,000 a year trust influencers' product recommendations, compared with about half of those earning less. High earners were also more likely to say their trust in influencers has grown in recent years and to express interest in becoming influencers themselves.
GoKawiil's interpretation of the reporting above, not reported fact.
The findings suggest influencer marketing may be especially effective among wealthier consumers, a group advertisers often prize for higher spending power. Creators like Jen Worman and talent manager Amanda Acevedo say relatability drives purchases, implying that affluent audiences may see influencers' lifestyles as attainable rather than aspirational, though this remains their interpretation rather than confirmed survey data.
- 61% of Americans earning over $100,000 trust influencer product recommendations, versus about half of lower earners.
- High earners report growing trust in influencers and more interest in becoming creators themselves.
- Industry figures suggest relatability, not aspiration, may drive purchases among affluent followers.
Source: entrepreneur.com — Sherin Shibu, 2026-10-12
Published there as: “This Income Bracket Is More Likely to Trust Influencers — And Want Their Jobs”
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