Study: 81% of creator fans trust creators as much, or more more than, they trust their friends

According to a new study titled Brand Building in the Creator Age from SmithGeiger commissioned by Wondery, an Amazon company, 85% of creator fans revealed they view their favorite creators as if they were a friend, so much so that 81% of those fans said they actually trust creators as much, if not more, than their close friends.

The study defined creators as hosts of episodic programming built around their voice and point of view. Nine in ten fans say they look forward to new episodes as much as their favorite TV show, a signal that creator-driven content has earned its place alongside traditional entertainment. Trust is what’s fueling that engagement. Eighty-nine percent of fans trust the host’s expertise on the topics they discussed. Notably, 71% trust their favorite creator over social media influencers, demonstrating that in this creator economy, consumers seek connection over persuasion.

For brands, this deep, unmatched connection that creators forge with fanbases provides a huge opportunity to activate engaged audiences, but only if the engagement with the creator feels authentic and is long-term. Half of consumers assume a creator did not like a brand when they see the brand mentioned only once and never again, while 71% say consistent presence across multiple episodes signals genuine endorsement.  Seventy-eight percent of survey respondents say they would feel more confident buying a product the host recommends, making it clear that active advocacy and not passive ad exposure is what is most effective when it comes to creators and their fanbases.

The report also shows that the rise of “clipping” is having a profoundly positive impact on the creator-verse and offers another major opportunity for brands. Clips are almost twice as effective as word-of-mouth in bringing new viewers to a show, but they are not only discovery drivers: 95% of existing fans take action after seeing a clip as well. This kind of shoulder content enables brands to create longer-term campaigns that not only span online shows and podcasts, but also content beyond the core programs, reaching fans in unique and engaging ways.

“Creators have built something brands have always chased— genuine trust at scale,” said Angie More, Head of Creator Ad Partnerships at Amazon. “Their audiences don’t just watch or listen — they lean in, they believe, and they act. That kind of connection used to be reserved for a best friend’s recommendation over coffee, or the watercooler conversation with co-workers. Now it’s happening everyday through the creators that audiences have chosen to let into their lives. For brands, this isn’t just another media channel to test — it’s the most direct line to a consumer that’s already emotionally invested and ready to engage.”

Additional findings that the research underscores include:

• Trust builds over time: Frequency builds equity while a one-time ad read can damage brand reputation. The compounding effects of sustained, multi-episode partnerships are clear: 70% are more likely to trust the brand, 68% say it feels more premium, and 67% are more likely to try it.
• Connection over persuasion: Consumers don’t want to be influenced; they want to connect. Consumers trust creators over social media influencers and other public figures with 90% saying the creator is the primary reason they tune in, with 67% already familiar with the host before they ever hit play. By showing up alongside the host and content that fans believe in, brands can deliver authentic messaging that drives results. A meta-analysis of campaigns measured by Nielsen and commissioned by Wondery found that ads rated high on authenticity delivered 148% higher lifts in brand familiarity and 51% higher lifts in purchase intent compared to those that were not.
• Clips are the ultimate activation tool: As mentioned earlier, clips are major discovery drivers, but also a highly effective way to engage current fans. After seeing a clip, 60% of fans will watch a full episode, 41% talk about it with others, and 37% share it directly. For brands, the opportunity is built into the behavior: viewers report similar recall for logos on social clips (24%) as dedicated episode segments (21%) proving that clips function as a parallel, standalone viewing experience.

Methodology

Wondery partnered with SmithGeiger to study authenticity and effectiveness in creator-brand partnerships. The June 2026 survey was based on a gender-balanced sample of 3,000 U.S. adults (ages 18–64) who regularly watch or listen to creator-hosted podcasts and/or online series, with near-equal distribution across Gen Z (30%), Millennials (40%), and Gen X (30%), and representative targets by U.S. region and ethnicity. Each respondent answered about their single favorite creator show, grounding results in real behavior. The survey combined quantitative measures with qualitative open-ends using AI-based moderation.

The research is based on self-reported survey responses. 

You can download the full research here.