@VanCleefArpels I think the landscape has changed substantially for the better in terms of disclosure, but the whole influencer relationship was initially built on trust. So knowing Susie has a similar skin type to mine, and that the moisturiser has changed her life might encourage me to buy it, because I believe she bought it with her own money, used it, and gave it an honest review. Knowing she was gifted it by a brand, or paid to promote it, is (to me) essentially the same as seeing a full page ad in Vogue, and I am much less likely to be interested in or influenced by her “recommendation”.
That said, of course I see items on blogs or Instagram and think, oh, I fancy that. My enjoyment of the product is exactly the same as if I walked past it in Zara or saw it advertised in Grazia. But it is now an “honest” purchase - I know Susie is being paid by Zara to sell me the jumper, in the same way I know Zara bought the media space in Grazia.
My feeling is that this bubble will burst pretty soon, and influencers are cashing in as much as they can, while they still can. During peak lockdown a lot of it felt very tone deaf - buy this cashmere tracksuit while people are dying/losing their jobs/on furlough - particularly.