Trust in social media is declining as disinformation and fake news proliferate, with European consumers favoring traditional media like TV and radio for their credibility. Research indicates that while audiences increasingly consume content across various platforms, legacy media remains essential for advertisers, as it offers stable viewer engagement compared to online ads. Key findings highlight that TikTok is the least trusted platform, while broadcast TV is the primary source for news and entertainment among Europeans.

A recent study reveals that "petfluencers," or pets featured in social media posts, are generally viewed as more trustworthy than human influencers. The research found that advertisements featuring pets garnered greater viewer engagement and were preferred by consumers, attributing this preference to the perceived sincerity and authenticity of pets compared to humans. As influencer fatigue grows among audiences, petfluencers present a promising alternative for brands seeking genuine endorsements.