Followers have developed such a high level of trust in influencers that they almost blindly rely on their opinions.
Businesses have learned to leverage the trust that influencers have built by assigning them the task of promoting or talking about their products. This type of communication is seen as credible by followers, who trust the recommendations given, as they are perceived as less self-promotional.
For companies, influencers are viewed as valuable communication tools that can trigger online dynamics. They are seen as content creators whose role is to authentically share thoughts and moments on a daily basis. By doing so, influencers help make the context of a brand or product feel “familiar,” gradually building trust with consumers over time, leading them to endorse and recommend the products and companies they believe in.