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Understanding Why Audiences Trust Influencers Over Brands

Understanding Why Audiences Trust Influencers Over Brands

Hubspot
Pages 2 Pages

This guide explains three psychological principles—Focalism, the Halo Effect, and Narrative Transportation—that make influencer marketing more trusted than brand advertising. It shows how audiences unconsciously prioritize the influencer’s voice, extend positive traits to endorsed products, and become immersed in personal stories that heighten emotional engagement. Examples and checklists help marketers choose trusted, niche-aligned creators, emphasize authentic storytelling, and shape campaigns that feel relatable and credible to followers.

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