Influencer marketing has certainly made a splash in the advertising world, and while the social media landscape is tumultuous and ever-changing, industry data shows that nearly one quarter of marketers intend to spend 40% or more of their advertising budget on influencer campaigns. That means that businesses are still betting on influencers in a big way.

With so many companies investing into influencers, it’s only natural for marketers to ask - can this advertising medium benefit my business? And the answer is… maybe!

While it was originally best suited for young consumer audiences, the role and landscape of influencer marketing is rapidly evolving, and doors are opening for all kinds of organizations to take advantage of this relatively new channel to reach their target audiences. In this article, we give you a run-down of the current state of influencer marketing, the options that are available for your business, as well as some resources to help you develop an effective influencer marketing strategy. By the time we’re through, you should have a basic idea of whether influencer partnerships have real potential to benefit your business.

What is the role of an influencer, and how has it changed?

Social media partnerships began as transactional relationships where brands would pay creators and/or send them free items in exchange for promoting them to their followers. In today’s world, influencer partnerships are becoming more structured and long-term, with strategic, transparent, and highly collaborative relationships becoming a priority for both brands and creators.

Forbes notes that more and more brands are now involving influencers in the testing and development of their products, as well as in the planning and execution of in-person brand events. In this way, the role of influencers is becoming more hands-on. These kinds of relationships benefit advertising businesses, who build strong relationships with influencers that provide a window to their target audiences. At the same time, influencers benefit from a sense of ownership and confidence in recommending a product to their followers, allowing them to uphold the credibility of their personal brand.

In another recent article, GWI highlights that the rise of social media influencer marketing has been further propelled by an erosion of public trust in traditional media. As more consumer audiences of all ages flock to social media, not only for fashion tips or funny videos, but increasingly as a source of news and advice, influencers are becoming a viable channel to reach a growing variety of demographic and generational audiences.

This migration serves as both an opportunity and a warning to online influencers, who understand the importance of protecting their credibility and maintaining a strong relationship with their followers. For this reason, influencers are also becoming extremely selective about the products, services, and organizations they choose to partner with. They won’t work with a brand unless it feels right for them and their specific audience.

What options do I have as a brand looking to partner with a creator?

We’ve talked about the fact that influencers have a need to be selective with the brands that they partner with, but the same is true for the brands themselves! There are different kinds of influencers and collaborative structures, and it’s important to create a strategic partnership that makes sense for your unique business, timelines, and goals. Are you looking for a long-term brand ambassador, or perhaps just someone to make a few sponsored social posts? If you’re interested in learning more about the most common types of influencer collaborations, this article by Ripplexn is a great place to start.

It’s also worth noting that there are different ‘levels’ of influencers, and brands don’t have to work exclusively with mega-internet stars to succeed. In fact, “micro” or “nano” influencers, who are creators with a following of between 1,000 and 100,000 people, often have highly engaged audiences and can be an incredible (and more affordable) source of exposure for brands. At the end of the day, what’s really the most important is to do your research and make sure that your brand is aligned with your chosen influencer and their audience.

It can be intimidating to take the plunge into the world of influencer marketing, and it’s important to do your research and enter into a partnership that makes sense for your brand. However, when executed strategically, influencer collaborations can be an incredibly effective tool to reach your target audience in a meaningful, genuine, and memorable way.

Will you be incorporating an influencer collaboration into your 2025 marketing plans?