Why Influencer Marketing Still Works When Audiences Trust Creators More Than Ads

There was a time when brands could get away with polished ads, neat taglines and a nice-looking grid. That time is very much over.

People are more sceptical online now. They have seen too much content that feels overproduced, too salesy or just not believable. They are also navigating feeds filled with AI-generated content, edited reviews and brand messages that all start to blur together. That shift is one of the biggest reasons influencer marketing still works. It feels closer to how people actually discover and trust brands today.

Research from Sprout Social found that 55% of consumers are more likely to trust brands that commit to publishing human-created content over AI-generated content. Its Q2 2025 Pulse Survey also found that 41% of Gen Z turn to social platforms first when looking for information, ahead of traditional search and chat-based AI tools. That matters because trust now sits much earlier in the buying journey.

People do not just click an ad and buy. They look for proof. They scroll tagged photos, watch creator reviews, read comments and try to work out whether a brand feels credible. Influencers sit perfectly in that gap between discovery and decision. When the right creator talks about a product in their own voice, on their own platform, in a way that fits how they usually post, it lands differently to a standard ad. Think with Google has reported that 77% of Gen Z in the region regularly watch videos by YouTube creators and view them as trustworthy and authentic.

This is where a lot of brands still get influencer marketing wrong. They assume it works because creators have followers. That is not really the point. It works because creators have familiarity. Their audience already knows how they speak, what they like and what feels natural for them. That means a recommendation from a creator can feel more like social proof than interruption.

There is also a bigger trust issue at play. The ACCC has made it clear that influencers and brands can break the law if sponsored content is presented in a way that misleads consumers into thinking it is a genuine independent opinion. The same guidance also reinforces that reviews should be genuine and reflect real experiences. In other words, audiences are right to be cautious and brands should be too.

That does not weaken influencer marketing. It strengthens the case for doing it properly.

The best influencer marketing today is not random gifting, vague briefs or forcing creators to sound like your brand manager. It is strategic. It is built around fit, relevance and trust. It is choosing people who make sense for the audience you are trying to reach, then letting them translate your brand in a way their followers will actually believe.

For Australian brands, that is a huge opportunity. Social is where people are discovering products, validating brands and forming opinions fast. If your business is still relying only on polished ads and your own channels, you are missing one of the most convincing trust signals available.

That is why influencer marketing still works. Not because people suddenly love ads in a different format, but because they still trust people more than polished brand messaging. And when the internet feels crowded, uncertain and harder to navigate, that human layer becomes even more valuable.

🍯 About Sugar Honey

We’re a Melbourne-based social media and content agency helping brands turn their story into strategy. From cafés and dessert bars to event venues and lifestyle labels. Whether it’s branding, photography, or full-service management, we create content that looks good and sells.

If your brand has flavour, we’ll make sure people taste it – online first.

👉 Visit sugarhoney.com.au to learn how our team can help your hospitality business grow with social media marketing in Melbourne.