Kantar report: Only 25% of consumers recall influencer campaigns

A recent Kantar Panorama report reveals that only 25% of Spanish consumers remember recent influencer marketing campaigns. Despite high view counts and significant brand investment, three out of four consumers do not recall the brands being promoted.

The study highlights a disconnect between influencer content and consumer trust. Approximately 36% of respondents expressed dissatisfaction when creators promote products they do not appear to know, while 27% reject recommendations for products the creator does not actually use.

According to the data, consumers prioritize tangible evidence of results when deciding whether to trust a recommendation. This factor was cited by one-third of respondents, placing it ahead of perceived authenticity (20%) and previous loyalty to the creator (14%).