Commercial playsTania Bryer: In 1994, it was considered groundbreaking – using an ad to flip gender roles on their head. They're somehow interacting with brands through the prism of influencers, and it gives them a way to talk back. Tania Bryer: A 2019 Edelman study revealed that consumers' trust in the brands they purchase from had declined, but trust in influencers was up. Tania Bryer: And Chawawa says that trust also extends to the type of influencer brands work with. Tania Bryer: And while that may be convenient for brands, creator economy strategist Jamie Gutfreund says it can hurt influencers.

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Persons: Tania Bryer, Munya Chawawa, Instagram, Munya, Richard Edelman, Edelman, They're, Joe Gagliese, There's, that's, it's, TikTok, Blake Chandlee, Goldman Sachs, You've, I've, copywriters, Emily, Jamie Gutfreund, influencers Organizations: YouTube, Trust, influencers Locations: influencers, Paris