Why Influencers Are Trusted—Even Without Expertise

On social media, influencers play a major role in shaping how food is perceived and discussed. But how do young people decide who to trust?

CUES findings from a photovoice study show that credibility is not always based on formal expertise. In fact, 85.9% of food-related posts come from influencers without recognised nutrition or health qualifications, while only a small share originates from actual experts.

Yet these influencers are often perceived as trustworthy.

Participants highlighted several factors that influence this perception. These include how information is presented, the use of scientific or technical language, and the ability of influencers to share personal experiences in a relatable way. The number of followers and overall popularity also contribute to perceived credibility.

Visual cues play a particularly important role. The study found that over 80% of influencers matched common beauty ideals, which can subtly reinforce the idea that appearance reflects knowledge or authority.  As a result, participants often used an influencer’s body, lifestyle, or overall look as a shortcut for judging how credible their information was.

This creates a situation where trust is shaped more by perception than by evidence.

As a result, information that is incomplete, simplified, or even misleading can still influence behaviour—especially when it is presented in an engaging and visually appealing way.

These findings highlight a key challenge:
👉 in digital environments, credibility is often built through visibility, relatability, and aesthetics—not expertise.

Supporting informed choices therefore requires not only improving the quality of information, but also strengthening awareness of how trust is formed online.

Read more: https://cuesproject.eu/wp-content/uploads/2026/05/1-s2.0-S0195666326001133-main.pdf