Imho, Standard Influencer Marketing is the New Smoking—and Circular Marketing Is Its Inevitable Evolution.

Hi, I’m Kaeya, co-founder and CEO of SwayID. Ever since landing a deal on Shark Tank at 19, I've been obsessed with the mechanics of virality.

Like smoking was once glamorized, influencer marketing has become the modern illusion of quick success — a golden ticket that's now losing its luster. What was once a novel strategy has devolved into a toxic routine. It's expensive, disingenuous, and losing its efficacy.

Simply put, it’s time for a change.

The Influencer Marketing Reality Check:

• It's forced: Seriously, who thought cold outreaching to influencers with free product and ungodly sums of money would last?
• It's unnatural: Why did we think posing with products we don’t use is actually a good way to earn customer trust?
• It's a gamble: Let’s admit it—our strategy is anchored on betting that we can pick the right people to post the right thing to go viral. Very Russian Rouletteish.
• It's painfully obvious: Does anyone really see #ad or #sponsored and think, “Wow, I need that!”? More likely, they scroll past—or worse, block.

Proposed Approach:

I propose a new approach called Circular Marketing—a self-sustaining, scalable model that leverages natural engagements by empowering creators, from TikTokers to bloggers. Instead of paying influencers for posts, creator-consumers redeem exclusive, personalized discounts while their shopping. They treat posting about their purchases as a voluntary tip.

Predictions:

• By 2027: Circular Marketing strategies will be adopted by 80% of Fortune 500 companies. This shift will be visible in annual reports and marketing strategy disclosures, reflecting a widespread acceptance of the methodology as a standard practice in corporate marketing.
• By 2030: The number of TikTok posts that brands pay for will be cut in half, as evidenced by detailed analyses in company reports on marketing spend allocation. This substantial reduction will highlight a significant shift toward more authentic and sustainable marketing practices, specifically within the TikTok platform.

Will Influencer Marketing Vanish? No, But It Will Look Drastically Different.

I foresee an evolution where brands source their influencers from the pool of creator-consumers already engaged with their Circular Marketing campaigns.

This evolved model will feature:

• Mutual Benefit: Prices for influencer partnerships will become more sustainable, based on genuine interest and proven engagement.
• Deeper Relationships: Brands will cultivate deeper, more meaningful relationships with influencers genuinely invested in their products, leading to more authentic campaigns.
• Sustainability: Combining Circular Marketing with evolved influencer partnerships will create a more sustainable ecosystem, where both brands and creators thrive without today’s toxic dynamics.

I strongly believe that Circular Marketing isn’t just the future—it’s the inevitable evolution. As we approach 2030, brands that embrace this shift will lead the charge, setting new standards for efficiency, simplicity, and trust in marketing.