The trust graph is replacing vanity metrics
The convergence of these two studies points to something larger than isolated best practices. We’re witnessing the emergence of what could be called the “trust graph,” a new framework for understanding influence that prioritizes credibility over reach.
Traditional social graphs mapped connections between people. Creator graphs identified influential content producers. Interest graphs predicted what content users might engage with next. The trust graph goes deeper, measuring the strength and authenticity of relationships that drive meaningful action.
This matters because we’re entering an era where synthetic content is abundant and skepticism is rising. AI can generate polished posts, optimize headlines, and even create realistic-looking influencer personas. What it can’t replicate is the accumulated credibility that comes from showing up consistently, making good on promises, admitting mistakes, and building relationships over time.
The trust graph recognizes that not all followers are equal, not all engagement is valuable, and not all reach translates to influence. A creator with 50,000 genuinely engaged followers who trust their recommendations drives more business outcomes than one with 500,000 passive observers. An executive with 100,000 followers who consistently engage with their content wields more influence than one with a million followers who scroll past without reading.
This emerging focus on trust was a dominant theme at Creator Economy Live in Las Vegas this past January, where several roundtables (including one featuring CEO Scott Sutton) explored the importance of trust in building sustainable creator-brand partnerships. The growing importance of trust as a metric also appeared among Chief of Strategy, Lyle Stevens’ creator economy predictions for 2026.
At Mavely by ‘s inaugural Swipe Up Creator Commerce Summit in November 2025, keynote speaker Krista Williams, co-host of the popular podcast Almost 30, addressed more than 100 top creators on the platform with a powerful message about trust and authenticity as an operating system for creating content that resonates. “Authenticity for me is congruency between what I’m saying, what I’m thinking, and what I’m feeling,” Williams explained. “We told the truth when we were happy and when we were struggling. That honesty built trust.“
The Mavely by network demonstrates how prioritizing trust over follower counts drives real results. Nicole Brown (@leliassoutherncharm) exemplifies this approach: “I don’t believe in pushing a product just to make a sale. If it’s not for me, I say so. I never bash a product or say I hate it. I’ll just say, ‘Hey, it’s not for me today, but I’ll still share it in case it’s something you’d love.’ It’s not about pushing a sale. It’s about building trust.“
Industry voices outside are recognizing this shift as well. Abby Ho called it “The Trust Economy” back in October, emphasizing how trust would become the foundational currency of creator partnerships.
This creator-first philosophy demonstrates what happens when platforms prioritize trust over transaction volume. Creators who maintain authentic relationships with their audiences convert more consistently, regardless of whether they have 10,000 followers or 100,000.
