How Authenticity Beats Popularity in Influencer Marketing Success

Influencer marketing often plays a numbers game—brands chase influencers with the biggest follower counts, assuming more eyes mean more impact. But what if the numbers don’t tell the whole story?

A recent experiment conducted at the University of Arizona flipped that assumption on its head. In an experiment with 100 female participants in the U.S., researchers tested whether a high-profile influencer (421M followers) would increase consumers’ willingness to pay (WTP) for a Rare Beauty blush compared to a micro-influencer with only 2,000 followers.

Participants viewed identical influencer images labeled with either a low (2,000) or high (421M) follower count to test if perceived popularity impacted consumer behavior.

The result? No statistically significant difference.

Despite the massive disparity in followers, participants weren’t more likely to pay more—or at all—just because the influencer was a celebrity. In fact, the group shown the mega-influencer slightly lowered their average WTP.

So, what does influence consumers? The data suggest that factors like credibility, trust, personal relevance, and even how much participants used makeup themselves played more of a role in shaping their decisions. This means consumers are looking beyond popularity and into authenticity.

Actionable Tip:

When selecting influencers for your next campaign, don’t just look at their follower count. Ask: Does this person align with our brand values? Do they seem trustworthy? Will our audience relate to them? Because in the end, relevance converts better than reach.

Enjoyed this insight? I’m a marketing strategist and designer with a passion for turning data into actionable brand decisions. If you’re looking to create campaigns that resonate beyond the numbers, check out my portfolio here!