A recent survey conducted by Morning Consult on behalf of Business Insider reveals that American adults with annual incomes exceeding $100,000 demonstrate a higher level of trust in social media influencers compared to their lower-income counterparts. Approximately 61% of participants earning over this threshold indicated they trust influencers’ product recommendations, whereas only around half of those earning less than $100,000 feel the same way.
The survey, which included around 2,000 U.S. adults, suggests that influencers are resonating more with affluent audiences, who find their lifestyles relatable and attainable. Lifestyle influencer Jen Worman emphasized that sharing personal experiences allows her to connect more authentically with her followers, increasing their propensity to purchase recommended products. As Worman noted, followers engage more readily when they see aspects of their own lives reflected in the influencers they follow.
Industry experts, such as Amanda Acevedo from G&B Digital Management, argue that higher-income individuals may identify more closely with creators, reducing the feeling of disconnect that lower earners might experience. Natalie Barbu, a former lifestyle influencer, added that when individuals have greater financial resources, they are less likely to perceive creators as out of touch.
In broader trends, advertising expenditures on influencer marketing are increasing, yet a significant portion is being funneled to a small number of top creators. Data from CreatorIQ indicates that the top 10% of influencers received 62% of ad payments in 2025, an increase from 53% in 2023, highlighting a growing disparity within the creator economy.
Why this story matters
Influencer marketing continues to grow, particularly among affluent consumers, shaping advertising strategies.
Key takeaway
Affluent consumers are more likely to trust and engage with social media influencers, seeing their lifestyles as relatable.
Opposing viewpoint
Lower-income individuals may struggle to identify with influencers’ lifestyles, which can affect their trust in product recommendations.
