"The rules of influencer marketing have changed. Five years ago, the formula was simple: Identify a creator with hundreds of thousands (if not millions) of followers in your category - beauty, fashion, etc. - hand them a detailed creative brief with must-hit talking points and after a few rounds of back-and-forth, approve the post, cut the check and watch the likes roll in."
"Influencer marketing is more important today than ever before. It's a byproduct of brands following the eyeballs: Nearly two-thirds of the time consumers spend with media today is online - and oftentimes, that's watching content that comes from creators. In 2025, ad giant WPP forecasted social media ad revenue - including creators - would hit $413 billion for the year, eclipsing traditional media."
Influencer marketing has shifted from simple large-follower partnerships and scripted briefs to strategies that prioritize measurable conversion alongside reach. Brands and creators expect higher performance and are experimenting with collaborations beyond standard #ad posts. New monetization and matchmaking tools, including affiliate platforms and AI-powered services, enable targeted campaigns and better measurement. The growing number of creators across platforms such as TikTok, Instagram, Substack, and podcasts allows precise partner selection for specific goals. As consumer time spent with creator-driven online media rises and social ad revenue grows, businesses must adopt strategic influencer plans focused on conversion and measurement.
Read at The Business of Fashion
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