"Yet even as budgets grow, consumers are showing signs of fatigue. A 2025 Business of Fashion and McKinsey survey found that 68% of shoppers are frustrated by the high volume of sponsored content on social media platforms, while 65% follow fewer fashion influencers than they did just a few years ago. Younger audiences in particular are tougher to reach, as Gen Z's attention span for ads averages just 1.3 seconds, according to a Yahoo and OMD Worldwide study."
"The paradox is clear: Audiences are wary, but influence still sells. Trust in influencers among U.S. Gen Z and millennials actually rose from 51% in 2019 to 61% in 2023, according to consumer insights platform Morning Consult. Consumers are skeptical of inauthentic promotion, but trust relatable voices that solve real problems. For marketers, the challenge is to channel that trust through the right strategies. Below, Shopify shares how brands can cut through customer fatigue to make influencer marketing effective."
Influencer marketing spending is rising rapidly, with projections into the tens and hundreds of billions. Simultaneously, consumer fatigue is increasing: large shares of shoppers report frustration with sponsored social content and many follow fewer influencers than before. Gen Z attention to ads is extremely short, intensifying the need for fast, authentic creative. Trust in influencers among younger U.S. consumers has increased, but skepticism targets inauthentic promotion. Relatable, problem-solving voices retain credibility. Smaller creators—nano- and micro-influencers—offer niche expertise, closer community bonds, and higher engagement, presenting a strategic pathway to overcome fatigue and improve outcomes.
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