As with all areas of digital marketing, influencer marketing is constantly evolving. There was a time when brands would only approach celebrities or well-established content creators with large followings to promote their brand. However, in 2025, relatability and authenticity are key to being a successful influencer, no matter the size of the following.
Trust in social media and influencers has been put into question recently. There have been several influencer scandals, such as undisclosed sponsorships and even scams. This resulted in damaged reputations, not just for the companies advertised but for the public perception of influencers as a whole. So are influencers still relevant in social marketing now that public perception has shifted? Yes! They still are a useful marketing tool; you just need to change your perspective on how to utilise their skills effectively. Let’s take a look at how to run a successful influencer campaign.
Book a FREE Consultation Training & Webinars Let’s Chat
How to Run an Authentic Influencer Marketing Strategy
It’s important to choose an influencer with an engaged community who can authentically promote your business offering. Don’t just think in terms of “I MUST have a popular celebrity Instagrammer with a million followers for my Instagram advertising campaign”. Your product or service must align with the influencer’s existing content and style. This ensures your brand fits with the influencer’s usual narrative, builds trust with the audience, and makes their recommendation more genuine. Social media users will not be shy to call out an influencer for promoting a product that seems irrelevant to their lifestyle.
Partnerships with longevity are far more valuable than building short-term hype. Authentic influencers will adapt their personal brand to reflect their own life journey. Perhaps they have recently started a family or bought a house, and their content will flow seamlessly alongside.
Consider how your products or services fit into the influencer’s story. Your campaign will only succeed if the influencer can easily relate to your brand and it’s believable that your offering truly benefits them. Followers will be engaged with the narrative of their favourite influencers and keen to receive updates and recommendations – what are the must-have products that will fit into their lifestyle too?
The last consideration is transparency. Social media users appreciate being told they are engaging with a paid promotion, it helps them decide whether to trust the product recommendation. Make sure any influencer you work with clearly labels their content as an advertisement. Social media platforms, such as Instagram, provide tools for influencers to clearly state this information.
Is influencer marketing still relevant?
Thanks to smartphones, creating high-quality video content has become incredibly accessible, meaning there are now successful content creators of all sizes, spanning across all industries and niches.
The increasing number of micro and mid-tier influencers has also made this form of marketing a viable option for all business types, not just household names with a generous marketing budget.
With this in mind, influencers definitely still hold a valuable space within social marketing. Statistics from The Digital Marketing Institute state that Gen Z trust influencers more than celebrities, and 75% of people use social media for purchasing advice in 2025.
There are many ways to use influencer marketing in a way that is relevant for your business and the goals you wish to achieve. For example, it’s possible to:
- Drive sales, boost engagement, or increase brand awareness
- Humanise your brand
- Reach new audiences
- Get insights and feedback on your products
Are you interested in using influencers as part of your next TikTok advertising or Instagram advertising strategy, but are unsure where to start? Arrange a free session with our influencer marketing consultants, who can help you create a tailored strategy.
