Why claims sound so convincing
Influencers are good at storytelling. A personal journey, a dramatic reveal and a friendly voice make a product feel tried and trusted. When you watch someone daily, their recommendation can feel like advice from a friend.
That trust is valuable, which is why brands pay for it. It does not make every claim accurate.
Break the claim into pieces
Write down, even mentally, what is actually being promised. 'Clearer skin' is vague; 'removes acne scars in a week' is specific and much harder to prove. Ask whether the result is measurable, how long it took and whether other things, like lighting, makeup, editing or a new diet, could explain it.
Watch for big promises in small words: 'clinically proven', 'doctor approved', 'all natural' or 'detox'. These phrases often sound scientific without telling you anything solid.
Look for real evidence
Ask where the proof comes from. A single before-and-after photo or a creator's personal experience is a story, not evidence. Independent reviews, information from consumer organisations and, for health-related products, advice from professionals are much stronger.
Check whether the product is registered or approved where required in your country, especially for cosmetics, supplements and medicines. Products making medical claims should be treated with extra care.
Follow the money
Check if the video is labelled as an ad, a paid partnership or includes an affiliate link or discount code. A paid creator can still be honest, but they have a reason to highlight the positives. Notice whether they ever mention downsides, who the product is not for or cheaper alternatives.
If every product a creator shows is 'life-changing', their excitement tells you more about their marketing than about the product.
A quick checklist before buying
Do I need this? What exactly does it promise? Is the creator paid? Do unpaid reviews agree? Is the seller trustworthy, with a clear return policy? Sleeping on a purchase for a day is one of the easiest ways to avoid regret.
Frequently asked questions
Are micro-influencers more trustworthy than big ones?
Not automatically. Smaller creators may feel more personal, but they can also be paid or receive free products. Judge the claim and evidence rather than the follower count.
What should I do if a product harmed me?
Stop using it, seek medical advice if needed and keep the packaging and receipt. Report the product to the seller and the relevant consumer or health authority in your country.