Lately, there’s been a lot of buzz around whether influencer marketing is on its way out. The short answer? No. But the vibe is definitely shifting.
Before the pandemic, influencer marketing was booming. Brands were going all out, sending massive PR packages and flying creators out for luxury brand trips. People loved watching their favorite influencers hang out, collab, and create content in dreamy locations that made it all feel exciting and aspirational. In a way, it made fans feel like they were there, too, living vicariously through their screens.
Fast forward to now, and that approach doesn’t have the same impact. Consumers want to see influencers using products in real life and prefer brands that work with creators who represent their values. People want to scroll through their feed and see content that feels seamless and natural, not staged. It’s less about extravagance and more about the purpose behind the collaboration.
However, while those extravagant strategies are starting to fade, consumers still rely heavily on their favorite creators’ opinions when making purchase decisions. Shopping can feel overwhelming, and people want to hear real recommendations from voices they trust. Although consumers still want influencer content, they are becoming increasingly wary of overconsumption.
So, what do consumers actually want from influencer marketing now? It comes down to one thing: audience alignment.
Strategic Influencer Marketing
Arguably, influencer marketing is at its peak, driven by a major shift in strategy. In the past, influencer content often felt staged, but now genuine collaborations with creators who align with a brand are taking influencer marketing to the next level and making these partnerships more popular than ever.
In this new stage of influencer marketing, it’s important to invest the time and resources into finding creators who truly love your brand and products. Consumers want to see content that feels natural and fits seamlessly into their feeds. Partnering with influencers who are already part of your audience’s world is key to a successful collaboration.
But what can we learn from the collaborations that weren’t so successful?
Collaborations that Missed the Mark
Poppi:
Poppi recently collaborated with several macro influencers by delivering Poppi vending machines directly to their homes, stocked with their favorite flavors. The campaign quickly faced backlash, as consumers saw it as wasteful and tone-deaf. Many felt the campaign represented overconsumption and missed the mark on community impact. Instead of gifting these machines to influencers, audiences suggested Poppi could have placed them in schools, college campuses, or public spaces to reach their actual customers. The reaction made it clear that campaigns can easily backfire when they appear disconnected from the brand’s—or the target audience’s—core values.
Tarte:
Tarte has become known for its lavish brand trips, inviting influencers around the world to experience luxury and connect with other creators. However, when the brand hosted a trip to Dubai, it sparked widespread criticism. Consumers were shocked by the extravagant accommodations and questioned the cost behind each influencer’s experience. Many argued that the company should redirect those funds toward their products or customers. The backlash highlighted a growing sentiment: influencer marketing should feel thoughtful, not excessive.
For every campaign that falls flat, there’s another proving just how impactful influencer marketing can be when it’s done thoughtfully.
Collaborations that Hit the Mark
Gap:
Gap recently launched its viral “Better in Denim” campaign featuring the music group Katseye, known for their music and dancing. The timing was strategic and the execution was seamless. With choreographer Robbie Blue, Gap created dynamic video assets centered around Katseye’s dance style, incorporating a diverse cast and a full range of denim shades. Each outfit showcased Gap denim from head to toe, with stores even spotlighting the exact looks. Many of those pieces sold out shortly after the campaign launched.
The energy of the ad, paired with a popular and recognizable song, made the campaign accessible to multiple demographics. It quickly became a social media trend, inspiring recreations from people of all ages. Gap didn’t just sell denim—they created a cultural moment rooted in creativity, diversity, and authenticity.
Kerrygold:
Most people didn’t have a butter brand trip on their Bingo card this year. Kerrygold Butter invited seven influencers to Ireland for four days to explore the story behind the brand. The trip showcased the country’s creameries, kitchens, and countryside while highlighting Kerrygold’s heritage and values.
The creators approached the trip content in their own authentic way, showing genuine excitement instead of reading from a brand script. The down-to-earth, educational nature of this trip differentiated it from other brand trips, showing consumers the real-life values and culture behind the brand without appearing overly excessive. Kerrygold intentionally selected influencers who were already respected voices within the food community, including chefs and reviewers. This approach not only reached the brand’s target audience but also attracted attention across other industries, sparking new conversations around food, travel, and intentionality.
Seeing these campaigns succeed makes one thing clear: influencer marketing works best when the partnership actually makes sense. So how do you find the right influencer for your brand?
Selecting the Right Influencer
Being intentional with influencer selection benefits both the brand and the creator. Smaller creators often have tight-knit communities and high engagement, which can lead to strong connections between your brand and their audience. They’re also more likely to foster meaningful interactions and build genuine loyalty over time. Big-name influencers on the other hand, can attract wider attention and put your brand in front of larger audiences. While they may not build the same deep connections, they can spark curiosity and encourage people to explore your brand and its values.
The decision of which influencer to choose largely depends on the metrics you want to drive. If your goal is higher engagement and building brand-loyal customers, smaller creators may be the best choice. If your goal is broader brand awareness, macro influencers can help reach a larger audience. Choosing the right influencer size is just as strategic as selecting creators who align with your brand values.
With social media becoming the go-to search engine for many consumers, the influencers you partner with can play a major role in guiding purchasing decisions and shaping how your brand is discovered online.
Choosing the right influencers sets the foundation, but showing up on the platforms your audience uses to search for products is what turns influence into action.
Social Media is the Modern Search Tool
As social media competes with search engines like Google, it has become more important than ever to invest where your customers are actually looking for products.
According to Sprout Social, social media platforms are now Gen Z’s top choice for searching, surpassing Google and other traditional search engines. Shoppers are looking for someone who uses products the same way they would, and social media makes that perspective easy to find.
Make it easy for consumers to find you by showing up where they are already looking and providing the information they actually want. When creators your audience already follows positively and authentically share about your brand, it reinforces credibility and encourages engagement. Being active across the social channels your audience uses ensures consistent visibility, while the right influencers on the right platforms can directly impact purchasing decisions and deliver meaningful results.
The way consumers search, discover, and trust brands is evolving, and influencer marketing will continue to be a powerful tool when it’s executed with authenticity and intention.
The Future of Influencer Marketing
Influencer marketing isn’t going anywhere. As long as social media exists, people will continue turning to it for recommendations. However, the way influencer collaborations are executed is evolving. Brands that focus on intentional partnerships with creators who genuinely love the products, share the brand’s values, and have strong connections with their audiences will build trust and avoid the backlash that comes from performative campaigns.
In a world full of endless product options, standing out means providing consumers with something they can trust. Smaller creators can drive deep engagement and loyal followings, while macro influencers can help raise awareness to broader audiences. The key is being strategic about both the size of the influencer and how well they align with your brand.
As influencer marketing continues to evolve, the brands who embrace the evolution and intentionally partner with aligned creators will build more meaningful connections with their audience. In this way, creator partnerships become a powerful way to showcase brand values and build trust.
We know influencer marketing can be complex, with strategy, communication, payments, and content reviews all requiring time and coordination. That’s where we come in. Britton makes the process seamless by designing intentional, audience-focused campaigns that deliver real results. Get in touch today to take the next step toward creating effective, authentic collaborations that truly resonate with your audience.
