The majority of British social media users do not trust that mega influencers (57%) and micro influencers (51%) are transparent enough and declare all their advertisements.
According to a survey of over 2,500 UK consumers by Emplifi research brands are now spending 101% more in budgets on social media ads at around £5,000 compared to the global average of around £2,500.
However, click-through rates are dropping 15% year-on-year.
Part of this may have to do with reduced trust in social media influencers as shoppers are getting tired of being bombarded with such videos on apps and online.
Two in five Brits said they never trust the products and services promoted by influencers.
Over half of consumers also believe that mega influencers with over 1 million followers cannot relate to the cost of living crisis given high inflation rates.
The majority of Brits (59%) do not believe that mega influencers from an upcoming series of reality TV show Love Island can be authentic and trustworthy.
And one in five would not purchase from a brand again if they did not trust the influencers associated with their campaign.