Influencer marketing continues to evolve as brands rethink how they partner with creators and measure success. We asked industry leaders to share the developments they're paying closest attention to—and what they see coming next for the industry.
Jenny Tsai, Founder & CEO, WeArisma
“The question CMO’s used to ask was: how many people saw this creator or celebrity post? The question they are asking now is: will an LLM cite this in six months? AI search engines trust independent voices. A creator's YouTube review or Reddit thread is exactly that. We're witnessing influencer partnerships become long-term discovery assets. Forward-thinking brands are already rethinking how they measure creator ROI as a result.
“There's a growing realization across the industry that brands are missing a significant portion of the creator content that features them. As creator and consumer behaviour shifts - fewer hashtags, more natural conversational content, further accelerated by Instagram and TikTok limiting hashtag use to five per post - the traditional ways of tracking brand impact are breaking down. WeArisma research shows that up to 70% of brand content goes untagged. That's not just a measurement blind spot, it means brands are missing organic advocates and an accurate read on the organic conversations happening around them. It's why we're seeing a significant uptick in demand for image, video and audio recognition capabilities.”
Taylar Barrington-Booker, Founder, Agency Cliquish
“One of the biggest shifts we're seeing is the move away from follower count as the primary measure of influence. Brands are increasingly prioritizing audience trust, engagement quality, and a creator's ability to drive meaningful action over sheer reach. Creators are evolving into strategic media channels, helping brands build authentic connections, tell compelling stories, and deliver measurable outcomes. Some of the most impactful campaigns come from creators with highly engaged niche communities who have built genuine trust with their audiences. Influence is no longer just about scale. It's about relevance, credibility, and connection.
“Many brands continue to focus too heavily on deliverables rather than outcomes. Audiences respond to content that feels authentic and aligned with a creator's existing voice, not content that simply checks a list of requirements. The most successful partnerships are built on trust, creative freedom, and shared objectives rather than rigid execution.
“AI will undoubtedly transform content creation and production, but we believe it will also make authenticity even more valuable. As content becomes easier to generate, genuine trust, community, and personality become increasingly difficult to replicate. We're also seeing creators diversify beyond traditional social platforms by investing in podcasts, newsletters, communities, and owned channels that provide greater long-term stability.
“The conversation has shifted from short-term opportunities to long-term sustainability. Creators are increasingly focused on building lasting businesses, protecting audience trust, strengthening personal brands, and pursuing partnerships that align with their long-term goals rather than simply accepting every available opportunity.
Ted Raad, Founder & CEO, Trend Management
"I think we’re finally moving past the era where influencer marketing was viewed as an experimental marketing channel. Today, creators are some of the most valuable media assets in the world because they’ve built something that’s increasingly difficult to earn: trust. The creators who are thriving aren’t just making content anymore. They’re building companies. They’re launching brands, investing in businesses, hosting events, creating intellectual property, and building communities that exist far beyond social platforms.
“The trend I’m paying closest attention to is the continued convergence of creators, media, and entrepreneurship. The best creators are becoming platforms of their own, and the brands that understand that are building deeper, longer-term relationships instead of chasing individual posts and short-term metrics. At the end of the day, influence has become less about reach and more about relevance. Creators who consistently earn trust and drive action will remain incredibly valuable partners for brands for years to come."
Ashley Powell, Founder, Frost & Co. | SEA MGMNT
“I believe the next evolution of influencer marketing will come from understanding audiences through what I call Life Chapter Entry Points—the moments when people are becoming someone new. Across industries, I keep returning to the same insight: people are often most influenced during formative chapters in their lives. Whether someone is getting married, becoming a parent, starting a business, changing careers, or reinventing themselves, these transitions often create heightened openness to guidance, inspiration, validation, and belonging.
I’ve seen this firsthand through creator Sydney Westra, represented by SEA MGMNT. While she initially became known for wedding content, her audience followed her through marriage, entrepreneurship, motherhood, and personal evolution. What appeared to be a wedding audience was actually a community connected by shared transitions. The audience wasn’t following a category. They were following a life. As AI makes creator discovery increasingly accessible, understanding creator audiences may become more valuable than understanding creators themselves.
“I also believe the future of influencer marketing lies in incorporating a broader influence ecosystem. While working with Casablanca Bridal, a Frost & Co. client, what began as a creator activation evolved into a broader confidence platform. Confidence became the connective thread across design, manufacturing, wholesale, retail, creators, employees, and customers. The organizations getting this right aren’t simply identifying who has influence. They’re building influence ecosystems around shared emotional truths. Influence moves through chapters because people do.”
Sarra Ursu, Founder, SAIO Society Agency
“Influencer marketing has lost some of its innocence and that is probably a good thing. What once ran on access and aspiration is now being judged on credibility, taste, and actual impact.
“The most interesting shift is that influence no longer belongs automatically to the loudest or largest voice, but increasingly to those with a distinct point of view and a real relationship with their audience. Brands, in turn, are becoming far more discerning about the difference between visibility and influence, increasingly recognizing that creators with smaller, deeply engaged communities can carry more weight than those with broader but less invested followings.
“Looking ahead, I see the industry becoming more accountable, more entwined with commerce, and far more reliant on authenticity as a point of distinction. In a landscape saturated with content and fragmented attention, trust will be the true marker of value and the partnerships that endure will be those that feel credible, consistent, and culturally aware.”
