If you’re a business owner or brand manager wondering, “Does influencer marketing still work?”—you’re not alone. We hear it all the time. You’ve seen brands like Glossier, Nike, and even fast-growing start-ups scale using influencers. But maybe you’ve tried reaching out to influencers and didn’t get a response. Or perhaps you encountered sky-high rates that made your ROI alarm bells ring.
So, let’s cut to the chase.
Does influencer marketing still work in 2025?
Yes, absolutely.
But it’s not the same game it was five years ago.
With the fast-moving (and ever-changing) landscape of social media, successful influencer marketing now requires a refreshed approach—and most importantly, a strong strategy.
The Influencer Shift: From Sales to Strategy
Once upon a time, brands relied on influencers for direct sales conversions. You’ve seen the #sponsored posts with discount codes—this still happens, and it can still work. But not at the scale it once did.
Now, savvy brands are shifting focus. Instead of seeing influencers as just sales channels, they’re leveraging them for:
- IGC (Influencer Generated Content)
- Authentic brand storytelling
- Social proof and community-building
- Strategic reach and brand awareness
Why? Because consumers crave connection over promotion.
What Makes Influencer Marketing Work Today?
1. Strategy First
Before reaching out, get crystal clear on your goals. Are you aiming for brand awareness, user-generated content, community building—or a mix of all three? This clarity will shape the kind of influencer partnerships you pursue and the value you get from them.
2. Find the Right Influencers (Not Just Big Ones)
Follower count is not everything. In fact, micro influencers (those with under 50K followers) often have higher engagement, more trust with their audience, and create better ROI—especially when they’re on their way up and keen to build strong brand relationships.
Tip: Look beyond the grid.
Review their Stories, comments, Reels, and captions. What topics do they care about? How do they engage their audience? What does their highest-performing content look like?
3. Build Real Relationships
Want to stand out in a sea of brand DMs?
Start by following, liking, and commenting on their content. Influencers notice. When you engage consistently and genuinely, you’re already building rapport before the pitch ever lands.
And the result? Better content, stronger collaboration, and more authentic endorsements.
4. Get Clear on Deliverables
If it’s a gifted collaboration, be very specific in your ask.
If it’s paid, include a detailed deliverables agreement. This protects both parties and ensures you’re aligned on outcomes like number of posts, usage rights, timelines, and reporting.
Why It Still Matters (And Will Keep Growing)
Influencer marketing isn’t going anywhere. In fact, it’s booming.
- According to BazaarVoice, 67% of shoppers now rely on UGC (User Generated Content) for shopping inspiration—and a big part of that is influencer content.
- Global influencer marketing spending hit $34 billion in 2023, up from $29B the year prior.
- The industry is projected to be worth a staggering $48 billion by 2027. (Dash)
Why? Because people trust people. Not ads. HOWEVER, utlising IGC for new fresh content is the perfect way to get ad content without the big photoshoot costs.
Ambassador Partnerships Are on the Rise
A rising trend in 2025: long-term ambassador partnerships.
These are not one-and-done posts. They’re ongoing collaborations that feel organic and build brand trust over time. Think: recurring mentions, behind-the-scenes stories, organic, subliminal features and integrated product use. And yes—they work better.
This approach helps brands avoid the dreaded consumer fatigue that happens when every influencer is posting the same trending product. Instead, you create authentic storytelling and sustainable brand visibility.
The Dark Side: Why Brand Fit Matters More Than Ever
Here’s the thing—aligning with the wrong influencer can do more harm than good.
We’ve all seen the headlines: influencers promoting gambling sites, making inappropriate posts, or getting caught in scandals. (Ick.) That’s why research is critical.
Make sure your influencers’ values, tone, and personal brand genuinely align with yours.
As Business.com wrote, influencer marketing can backfire if trust and authenticity aren’t central to the partnership. (Read more)
Brands That Got It Right: Glossier & Nike
Curious how legacy and digital-native brands are doing it well?
Check out this great breakdown of Glossier and Nike’s influencer strategies:
👉 Read the full Medium article
Spoiler: it’s all about relationships and authenticity.
Ready to Start or Refresh Your Influencer Marketing?
At The Connection Co, we work with brands to:
- Find the right influencers
- Build authentic partnerships
- Maximise ROI through smart strategy and creative campaigns
If you’re ready to elevate your influencer marketing, send us an email—we’d love to chat. Or, if you want to get started on your own, check out our step-by-step guide: Influencer Marketing 101 Course – Learn More
Final Word: Yes, It Still Works—If You Do It Right
Even Forbes recently weighed in on this topic (Sept 2024), reinforcing what many founders already know: *Influencer marketing still works—*but only when it’s strategic, aligned, and authentic.
If you want influencer marketing to be a powerful part of your full-circle marketing plan, now’s the time to do it differently—and do it better.
