Rethinking Influencer Marketing for Brands

Ever found yourself buying makeup recommended by Mikayla Nogueira, a snack hyped by MrBeast, or a Dunkin’ drink inspired by Charli D’Amelio? Whatever the trigger, one thing’s clear: Influencer marketing has evolved from a fun experiment to a cornerstone of many brand strategies. In fact, over half of marketers (59%) plan to partner with more influencers in 2025 compared to 2024.

But like any form of marketing, in order to stay effective, it’s necessary to evolve with the community it hinges on. With consumer trust in the U.S. at one of its lowest points in the last decade and economic uncertainty looming, influencer marketing is on the cusp of its first major reckoning.

It's Time for Influencers and Brands to "Read the Room"

The rise of TikTok, YouTube, and Instagram unlocked a new era of influencer marketing, where brands could tap into creators to boost product visibility and drive sales through formats like sponsored content, product unboxings, and influencer trips.

But what once felt like a creative way to seamlessly integrate brand promotion into everyday content is now being met with growing consumer skepticism, fatigue, and frustration. Earlier this year, Poppi, the prebiotic soda brand, faced backlash after gifting fully stocked vending machines to influencers. Critics questioned why the brand was giving expensive machines to influencers, who likely don't need free products, instead of directing those resources toward communities or organizations that could actually benefit. The incident sparked a wave of online criticism, highlighting the growing disconnect between influencer-focused marketing and consumer expectations. 

And it’s not just brands feeling the backlash; creators themselves are under scrutiny when their content comes off as tone-deaf to their audiences. A recent TikTok post featuring a creator spending $1,000 on a Coachella dinner sparked swift criticism, with many viewers calling out the disconnect between influencers’ curated lifestyles and the financial realities of everyday people. This type of increasingly prevalent backlash is now reshaping how brands are approaching influencer marketing.

How Brands Can Adapt

Before companies start throwing influencer marketing out the window, meaningful influencer partnerships can still provide an opportunity to connect with their target audience. Appearing authentic is even more heavily on brands' minds, as 88% of consumers say authenticity is a key factor when deciding which companies they support. 

Brands are starting to skip the mainstream or micro influencers and working directly with who matters most: the customer. Cocokind, a beauty company, recently hosted seven of their loyal buyers on a Napa Valley trip, testing out the theory of prioritizing customers over influencer experiences. Not only did the brand get to deepen its relationship with these customers, it also used the time to get real-time feedback from its target audience. While the reach of the campaign's content wasn’t as broad as macro influencers’ posts, that wasn’t the point. Instead, it sparked a thread of organic posts of the brand from other, every-day customers, who were inspired to share their raw experiences with Cocokind products. The brand experienced a 115% increase in engagement across social channels, a 136% increase in earned media value around Cocokind’s brand values, and an “overwhelmingly positive response and sentiment” after this campaign.

It’s not just brands taking advantage of this type of marketing. In an effort to stay authentic, some creators are leaning into the “customer first” approach, or in this case, the “follower first approach.” Philadelphia influencer Brandon Edelman recently worked with brands to establish his own “Bran Trip,” where he invited his own followers on his version of an “influencer trip.” By giving access to his followers, Bran makes his content more relatable, a key aspect for influencers looking to maintain relevancy and increase their following. And as for brands, aligning with creators who blur the lines between community and marketing can help to gain access to more loyal, highly engaged audiences — and that’s where real influence happens.

The New Rules of Influence

At its core, influencer marketing is about storytelling and genuine connection. But what resonates with audiences today looks very different than it did five years ago. The future of influencer marketing will continue to evolve in step with shifting consumer attitudes and reactions online. Brands that listen, adapt, and co-create with their communities will be best positioned for success.

Interested in staying up to date on future trends? Subscribe to our monthly newsletter.