{
  "schema_version": "1.1",
  "id": "61-percent-trust-influencers-38-brands",
  "slug": "61-percent-trust-influencers-38-brands",
  "url": "https://groundedkit.com/claims/61-percent-trust-influencers-38-brands/",
  "api_url": "https://groundedkit.com/api/claims/61-percent-trust-influencers-38-brands.json",
  "claim": "61% of consumers trust influencer recommendations vs 38% for brands",
  "commonly_cited_as": "\"61% trust influencers, only 38% trust brands\"",
  "verdict": "misquoted",
  "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.",
  "confidence": "high",
  "rating": {
    "value": 2,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Matter Communications",
    "title": "Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic",
    "year": "2020"
  },
  "quote": "61% are likely to trust recommendations from a friend, family member or influencer on social platforms.",
  "method": "1,000 US consumers via a third-party panel, May 2020 (COVID-19 lockdown period).",
  "drift": [
    "Subject: influencers were bundled with friends and family in one answer",
    "Date: pandemic-era sample"
  ],
  "interest": "Matter is a PR agency that sells influencer programs.",
  "safe_rephrasing": "A May 2020 Matter Communications survey of 1,000 US adults found 61% likely to trust recommendations from friends, family or influencers on social, versus 38% from brands.",
  "sources": [
    {
      "title": "Matter Communications — press release, May 26 2020",
      "url": "https://www.matternow.com/blog/matter-survey-reveals-consumers-find-influencers-more-helpful-and-trustworthy-than-brands-during-the-pandemic/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2020",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}