Influencers are playing an increasingly significant role as a source of information for a wide audience. Research conducted by YouGov across 17 different markets, including Poland, shows that the perceived usefulness of influencer opinions varies depending on the topics they address. These results highlight the importance of tailoring messages to the interests of the audience.

Influencers provide the greatest value as a source of information in areas such as travel (60%), fitness and exercise (59%), and technology (58%). These are fields where influencers can share their experiences, recommendations, and inspirations, helping followers plan their own activities and choices. Fashion, home repairs, media, and food also enjoy high trust, confirming their relevance in everyday life.

Interestingly, when it comes to topics like politics, religion, or finance, the influence of influencers is not as strong. Only 31% of respondents find influencers to be a useful source of information on politics and religion/spirituality, indicating that audiences tend to trust other sources of knowledge in these areas. This may be due to the complexity of these topics, which often require thorough analysis and expert knowledge, something that may go beyond the expertise of many influencers.

The YouGov study emphasizes the importance of aligning messages with the specificity of the topic and the needs of the audience to build credibility and engagement. Even for topics where public figures have less influence, they still account for a significant portion of the audience’s attention.

In conclusion, the role of influencers as a source of information is complex and topic-dependent. In areas like travel, fashion, and health, their influence is visible and valued, while in more complex areas like politics or finance, audiences turn to other information sources.