People trust their peers much more than they trust their political leaders or news organizations.
For 16 years, Edelman’s company has been surveying people around the world on their trust in various institutions. And one of the firm’s findings is that people are especially likely these days to describe “a person like me”—a friend or, say, a Facebook friend—as a credible source of information. A “person like me” is now viewed as twice as credible as a government leader
Source: From Trump to Brexit: Trust in Government Is Collapsing Around the World – The Atlantic