A September survey of about 2,000 U.S. adults found that this subset was more likely to trust influencers and buy from them.

Influencers have a receptive audience: people who are making six-figure incomes. 

A September survey of about 2,000 U.S. adults conducted for Business Insider by Morning Consult found that those earning over $100,000 were more likely to trust influencers, shop their recommendations and aspire to join their ranks when compared to those earning less than $100,000.

Further, 61% of high earners making more than $100,000 trusted influencer product recommendations, higher than half of lower-income brackets. They were also more likely to report that their trust in influencers had grown over the past few years.

Lifestyle influencer Jen Worman said in an interview with Business Insider that turning followers into shoppers starts with letting them get to know her. Worman has been posting on social media for over 15 years and says sharing her personal life has helped her sell to an audience with an average income she puts at around $100,000. 

She said followers are more willing to buy when they see something of themselves in the person recommending a product. 

“I do think people who are more able to relate to you are more willing to add to cart,” she said.

For affluent audiences, an influencer’s lifestyle may feel less like familiar territory, not a fantasy. Amanda Acevedo , director of talent at G&B Digital Management, suggested that people with more disposable income may find it easier to identify with the creators they follow.

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