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The end of the influencer era: What are the future predictions?

influencer marketing doesn't work
influencer marketing doesn't work

Influencer Marketing

Marketing Predictions

Digital Influencers

Future of Marketing

Micro-Influencers

Influencer Marketing

Marketing Predictions

Digital Influencers

Future of Marketing

Micro-Influencers

Written by:

3 min read

Updated on: October 31, 2024

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

Toni Hukkanen

Head of Design

Creative Direction, Brand Direction

For years, influencers have reigned over social media, shaping fashion trends, endorsing brands, and commanding large online followings. Yet there’s growing evidence that this era could be winding down. From dropping engagement rates to heightened cynicism about sponsored posts, many audiences have grown weary of commercial partnerships that seem driven by profit rather than genuine passion.

In particular, a new wave of users—especially Gen Z—craves frank recommendations and social responsibility over glossy, repetitive ads. Below, we explore where influencer culture might be headed, focusing on major developments that could reshape how brands build trust.

For years, influencers have reigned over social media, shaping fashion trends, endorsing brands, and commanding large online followings. Yet there’s growing evidence that this era could be winding down. From dropping engagement rates to heightened cynicism about sponsored posts, many audiences have grown weary of commercial partnerships that seem driven by profit rather than genuine passion.

In particular, a new wave of users—especially Gen Z—craves frank recommendations and social responsibility over glossy, repetitive ads. Below, we explore where influencer culture might be headed, focusing on major developments that could reshape how brands build trust.

A shift towards B2B influencer marketing

A shift towards B2B influencer marketing

Ogilvy's research reveals that 75% of B2B marketers already use influencer marketing, with nearly half seeing improved brand credibility and a notable 40% reporting sales and lead growth. Over time, we can expect more partnerships between companies and respected professionals in niche markets—rather than celebrities or flashy social media personalities.

These B2B-focused influencers might be industry veterans, thoughtful commentators, or well-known subject matter experts. Rather than chasing mass followings, many companies aim for deeper conversations about real business challenges.

If you are already on LinkedIn, watch for industry veterans offering candid reviews or tutorials—they could be the new face of influencer marketing.

Ogilvy's research reveals that 75% of B2B marketers already use influencer marketing, with nearly half seeing improved brand credibility and a notable 40% reporting sales and lead growth. Over time, we can expect more partnerships between companies and respected professionals in niche markets—rather than celebrities or flashy social media personalities.

These B2B-focused influencers might be industry veterans, thoughtful commentators, or well-known subject matter experts. Rather than chasing mass followings, many companies aim for deeper conversations about real business challenges.

If you are already on LinkedIn, watch for industry veterans offering candid reviews or tutorials—they could be the new face of influencer marketing.

Building influencer-led communities

Traditionally, brands sought out influencers for large followings and consistent product plugs. However, times are changing. Consumers yearn for dialogue and real people who can spark two-way conversations. That’s where influencer communities come into play.

Data shows over three-quarters of internet users engage in online groups daily, and 86% of Fortune 500 companies consider communities crucial for understanding what customers really want. Many brands are now nurturing their own creator collectives—spaces where influencers and everyday users interact, share ideas, and develop content collaboratively. In this arrangement, the influencer evolves from a mere mouthpiece to an active community host.

Bubble, a tech platform that underscores the power of word-of-mouth. By repeatedly featuring brand ambassadors, they’ve sustained a steady buzz that goes beyond one-off sales pitches.

Traditionally, brands sought out influencers for large followings and consistent product plugs. However, times are changing. Consumers yearn for dialogue and real people who can spark two-way conversations. That’s where influencer communities come into play.

Data shows over three-quarters of internet users engage in online groups daily, and 86% of Fortune 500 companies consider communities crucial for understanding what customers really want. Many brands are now nurturing their own creator collectives—spaces where influencers and everyday users interact, share ideas, and develop content collaboratively. In this arrangement, the influencer evolves from a mere mouthpiece to an active community host.

Bubble, a tech platform that underscores the power of word-of-mouth. By repeatedly featuring brand ambassadors, they’ve sustained a steady buzz that goes beyond one-off sales pitches.

Employees as the face of the brand

Sometimes, the best advocates for a brand are the ones who already contribute to its success behind the scenes: employees. Research suggests that messages shared by staff members can reach an audience over five times larger compared to the same posts coming from official brand accounts.

This concept, known as Employee-Generated Content (EGC), first caught on within LinkedIn circles, but it’s now spreading across TikTok, Instagram, and YouTube. By showcasing the human aspect of a company—whether it’s a glimpse into daily life at Salesforce or creative behind-the-scenes moments for fashion lines—staff become genuine spokespeople, bridging the gap between corporate marketing and everyday storytelling.

Some companies even turn their founders into public figures. Glossier’s Emily Weiss and Djerf Avenue’s Matilda Djerf are prime examples, embodying the brand’s values while building direct rapport with fans.

Sometimes, the best advocates for a brand are the ones who already contribute to its success behind the scenes: employees. Research suggests that messages shared by staff members can reach an audience over five times larger compared to the same posts coming from official brand accounts.

This concept, known as Employee-Generated Content (EGC), first caught on within LinkedIn circles, but it’s now spreading across TikTok, Instagram, and YouTube. By showcasing the human aspect of a company—whether it’s a glimpse into daily life at Salesforce or creative behind-the-scenes moments for fashion lines—staff become genuine spokespeople, bridging the gap between corporate marketing and everyday storytelling.

Some companies even turn their founders into public figures. Glossier’s Emily Weiss and Djerf Avenue’s Matilda Djerf are prime examples, embodying the brand’s values while building direct rapport with fans.

Prioritising quality over quantity in influencer partnerships

Instead of competing for big-name influencers with millions of followers, many brands are looking to smaller-scale creators who maintain strong bonds with their audiences. Micro-influencers usually have tight-knit, highly engaged communities. They can’t afford to jeopardise that trust with random product promotions, which is why their endorsements often strike a chord.

  • According to one survey, 82% of consumers said they’d consider a suggestion from a micro-influencer.

  • Poppi, a modern beverage company, set a compelling example at Coachella by collaborating with only one well-aligned influencer and her small circle. 

  • Another illustration is Daniel Wellington’s preference for micro-influencers over major social media stars, focusing on authenticity and close audience relationships.

Instead of competing for big-name influencers with millions of followers, many brands are looking to smaller-scale creators who maintain strong bonds with their audiences. Micro-influencers usually have tight-knit, highly engaged communities. They can’t afford to jeopardise that trust with random product promotions, which is why their endorsements often strike a chord.

  • According to one survey, 82% of consumers said they’d consider a suggestion from a micro-influencer.

  • Poppi, a modern beverage company, set a compelling example at Coachella by collaborating with only one well-aligned influencer and her small circle. 

  • Another illustration is Daniel Wellington’s preference for micro-influencers over major social media stars, focusing on authenticity and close audience relationships.

Exploring private, non-social fan spaces

Daily social media usage is slipping in certain demographics, and some influencers have been looking beyond mainstream channels. Rather than hoping the algorithm smiles upon them on TikTok or Instagram, they’re creating more exclusive hubs or shifting to subscription platforms like Patreon or Substack. These venues can allow them to deliver deeper, focused content—behind a paywall or through a membership model.

Likewise, many are launching dedicated communities on Discord or establishing invite-only forums. The idea is to encourage smaller but more meaningful connections, where fans can directly interact with creators without wading through cluttered public feeds.

Daily social media usage is slipping in certain demographics, and some influencers have been looking beyond mainstream channels. Rather than hoping the algorithm smiles upon them on TikTok or Instagram, they’re creating more exclusive hubs or shifting to subscription platforms like Patreon or Substack. These venues can allow them to deliver deeper, focused content—behind a paywall or through a membership model.

Likewise, many are launching dedicated communities on Discord or establishing invite-only forums. The idea is to encourage smaller but more meaningful connections, where fans can directly interact with creators without wading through cluttered public feeds.

Final Thoughts

It might be tempting to say that “influence” is fading. In truth, the nature of influence is simply evolving. The next wave appears less about mega-celebrities pushing product links and more about genuine conversation, purposeful partnerships, and deeper community ties. Shifting preferences—especially among younger users—show a hunger for sincerity, corporate values that match real-world ideals, and micro-influencers who actively engage with their fans.

Have you noticed changes in your social media feeds that reflect this shift? Are there particular influencers you trust more because they seem authentic? Feel free to share your experiences or any emerging trends you’ve spotted. After all, real conversations drive meaningful insights.

It might be tempting to say that “influence” is fading. In truth, the nature of influence is simply evolving. The next wave appears less about mega-celebrities pushing product links and more about genuine conversation, purposeful partnerships, and deeper community ties. Shifting preferences—especially among younger users—show a hunger for sincerity, corporate values that match real-world ideals, and micro-influencers who actively engage with their fans.

Have you noticed changes in your social media feeds that reflect this shift? Are there particular influencers you trust more because they seem authentic? Feel free to share your experiences or any emerging trends you’ve spotted. After all, real conversations drive meaningful insights.

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