"In the past 18 months, we've seen people boycotting brands, blocking campaigns, and becoming much more marketing literate. We know how influencer deals work, we see the behind-the-scenes, and in many cases we now view influencers as brands themselves. That changes how we trust them, and how we want to engage. It's made me stop and think: what if customers are the new influencers?"
"You see this play out around big cultural moments like Coachella. I remember watching one influencer's White Fox gifting haul where she casually pulled a Dyson Airwrap out of the bag. Half the comments were people saying, "Wow, I wish this life would find me," and the other half were angry, calling it a "disgusting display of not just wealth but opportunity." It was so telling of the split between aspiration and alienation."
"This article is about that shift. Why consumers are growing tired of influencer culture, what happens when brands put their customers in the spotlight instead, and how any business - big or small - can start building a customer influencer strategy of their own. Because in 2025, I believe the smartest brands will be the ones who give their customers the microphone."
Consumers have grown more marketing literate, boycotting brands, blocking campaigns, and seeing behind influencer deals. Influencers increasingly function as brands, eroding trust and altering engagement norms. Cultural moments expose divides between aspiration and alienation, as lavish influencer displays provoke backlash. Brands that replace glossy influencer trips with customer-focused initiatives can foster authenticity and community. A customer-influencer strategy emphasizes spotlighting real customers, amplifying their voices, and building trust through lived experiences. Any business can cultivate this approach by inviting customers into campaigns, prioritizing inclusivity, and measuring impact through engagement and long-term loyalty. 2025 favors customer-driven amplification.
Read at Hubspot
Unable to calculate read time
Collection
[
|
...
]