This has been a rather eventful year in the world of influencers, rife with controversies that have led to talk of the beginning of the end for an era in which these profiles reigned supreme in social media content. In fact, according to a new study by Kantar, only one in four Spanish consumers recalls recently seeing a collaboration between a brand and a content creator. And when asked what makes them trust these recommendations, the answers point primarily to knowledge, real-world experience with the product, and the ability to demonstrate its benefits. In short, being an influencer isn't enough to have influence. For example, some of the most striking findings of this study include: More than a third of those surveyed are put off when a creator talks about a topic they don't know or promotes something they don't use. Consumers prioritize understanding the benefits of the product far above the entertainment value of the content. In fact, when asked, “What makes you trust a content creator’s recommendation?”, the determining factor for the audience is that the creator “shows real results,” the top response at 32%. This is closely followed by the influencer’s experience or knowledge of the subject (26%), the fact that they actually use the product in their daily life (25%), and that they clearly explain its benefits (24%). Likewise, the perception of sincerity and authenticity is fundamental for 20% of respondents. On the other hand, elements such as a prior relationship of trust with the creator (14%) or the natural use of humor to avoid seeming like forced advertising (13%) rank lower, while 16% mention other reasons. Regarding the situations that most annoy users when seeing a collaboration between a brand and a content creator, the most prominent is when the creator talks about something they don’t know, topping the list with 36% of responses. Secondly, 27% are bothered by the feeling of being recommended a product or service they don't actually use. This is followed by advertising that is too obvious (17%) and content that seems inauthentic (12%).