The article discusses the issues of brand interaction with influencers in the framework of building trusting and effective communication with the target audience. The authors pay attention that in the context of information overload, trust is a key asset that directly affects the communication effectiveness and long-term strategic sustainability of the brand. The article provides a justification for the mechanisms of influence on the level of audience trust in the brand, consumer preferences, and behavioral models of users in the digital environment. The study confirms that cooperation with influencers is an important element of modern communication strategies aimed at increasing brand awareness and building audience loyalty. The authors pay special attention to the risks of cooperation with influencers, which in one way or another are associated with the possibility of losing the trust of the audience and damaging the brand's reputation.