Evolution of influencer marketing

In recent years, the landscape of digital marketing has undergone a profound transformation, shifting from the concept of influencers to creators. This evolution is not just semantic but reflects a significant change in roles, public engagement strategies, and value creation.

From Influencers to Creators

Influencers traditionally built their presence by promoting brands and products, leveraging trust and emotional connections with their audience. However, this often came at the expense of authenticity.

Creators, in contrast, focus on delivering unique, educational, or artistic content, earning trust through expertise and originality.

As key players in specific niches, creators are set to drive the future of social media marketing, positioning themselves as thought leaders while influencers increasingly act as brand ambassadors.

LinkedIn’s Growing Role

LinkedIn is expanding beyond its traditional B2B scope, becoming a platform for B2C brands to collaborate with creators. This shift offers exciting opportunities for influencer marketing in professional and consumer spaces alike.

Micro and Nano Creators

Smaller creators (1,000–100,000 followers) will gain prominence due to their ability to target niche communities with higher engagement rates. Their authentic storytelling resonates deeply with audiences, driving better conversion rates compared to macro influencers.

Online Tribes and Social Commerce

The rise of online tribes will further reshape influencer marketing. These are spontaneous, multi-platform groups of people united by a passion or topic of interest (e.g. eco-sustainable travel, beauty over 40, passion for cooking, etc.).

Tribes are real small communities of peers with similar values and lifestyles, where they seek to belong and be recognised. Each tribe is led by creators who act as authentic leaders, inspiring social commerce through their expertise and passion.

User-Generated Content and Immersive Experiences

User-generated content (UGC) will play an increasingly central role, allowing brands to foster trust and co-create meaningful narratives. Meanwhile, immersive technologies such as augmented and virtual reality will enable creators to craft unique, interactive experiences that captivate audiences.

Ethical Engagement and Transparency

Today’s audiences value authenticity and social responsibility. Creators who champion ethical causes, such as sustainability and diversity, will forge deeper connections with their followers. Additionally, transparency around partnerships and privacy compliance will be critical for maintaining trust and credibility.

Data-Driven Strategies

The future of influencer marketing is data-driven. Brands will rely on advanced analytics and AI tools to measure engagement quality, identify the right creators, and optimize campaign performance. This approach ensures more targeted, effective partnerships that align with brand values.

[source: InTribe - Influencer Marketing Monitor, 2025]

The shift from influencers to creators signals a new era in marketing—one that prioritizes authenticity, expertise, and meaningful engagement.

Are you ready to embrace the creator economy?

Share your thoughts below!