Sam Foroozesh, CEO & Cofounder of Cure Media, a leading and award-winning influencer marketing company since 2014.
Once a space dominated by bloggers, influencer marketing has evolved into a multi-billion-dollar industry that dictates how brands connect with consumers across global markets. While Millennials and Gen Z have been the driving force behind this shift, the impact now extends beyond younger demographics, influencing purchasing decisions across all age groups.
Yet, despite its growth, many businesses still struggle to grasp its full strategic potential. Based on my experience from over a decade in the influencer marketing industry, here is a closer look at how brands can harness it effectively for long-term business success.
The Evolution Of Influence
Consumers have always turned to trusted voices for recommendations. In the past, this meant celebrity endorsements and word of mouth. Today, social media has transformed influence into a scalable ecosystem where credibility, community and engagement matter more than ever. Brands that understand how to integrate into this ecosystem are seeing measurable business impact, from brand affinity to direct revenue growth.
Five Strategic Shifts In Influencer Marketing
When our company was founded in 2014, the landscape was different—social media was still finding its place in brand strategies, and influencer marketing was in its infancy. Fast-forward to today, and we’ve seen five major shifts that are redefining the role of influencers in business growth:
1. From Experimentation To A Core Marketing Channel
Influencer marketing has moved from the periphery to the center of many marketing budgets. Global brands are reallocating funds from traditional media to social platforms, where audiences are more engaged and brand relationships are built more authentically. For instance, Unilever’s newly appointed CEO, Fernando Fernandez, recently announced an increase in the company’s social media investment from 30% to 50%, alongside a massive expansion of influencer collaborations. This suggests a broader industry shift where social influence appears to be a key driver of brand equity and long-term consumer relationships.
2. From Gut Feelings To Data-Driven Decision-Making
In my experience, one of the biggest challenges for brands has been measuring the impact of influencer marketing. However, while it remains more complex to track than some other digital channels, advancements in analytics and data modeling have made it easier to measure than ever before. With the right tools, you can integrate influencer marketing data into your broader marketing mix modeling and see how it contributes to brand awareness, engagement and sales uplift. I’ve found that having the right data in hand is important for optimizing investment, refining strategy and securing internal buy-in for influencer marketing as a core business driver.
3. From Performance-Driven To Brand-Building
Another key evolution in influencer marketing is the shift from performance-driven tactics, such as discount codes and direct sales, to a more sophisticated branding approach. While influencer marketing can drive conversions, its real power often lies in shaping consumer perception and building long-term brand affinity.
Instead of relying on short-term, transactional relationships with individual influencers, I recommend focusing on leveraging your channel consistently over time. For example, consider using a mix of long-term brand ambassadors, always-on strategies, and collaborations with different influencer tiers to maximize reach and relevance. A well-executed influencer marketing strategy can help ensure that your brand messaging remains credible and impactful, rather than simply pushing promotions and discount codes.
4. Meeting Increased Complexity With A Multi-Layered Strategy
As influencer marketing has matured, so has its complexity. Rather than relying on a one-size-fits-all approach, businesses are developing multi-layered strategies that incorporate different types of influencers, content formats and engagement models. With the rise of multiple platforms—each with its own culture, algorithms and user behaviors—it’s important to tailor your influencer programs for each arena.
Additionally, avoid over-reliance on any single platform, as rapid shifts in regulations, algorithm updates and consumer behavior can quickly change the landscape. I’ve found that diversifying across platforms can help ensure a brand’s resilience and long-term credibility.
5. The Need For Cross-Platform And Cross-Channel Integration
Consumers no longer engage with brands in silos—they expect seamless integration between digital and offline experiences. When creating your influencer marketing strategies, focus not only on being cross-platform (spanning TikTok, Instagram, Snapchat, and beyond) but also cross-channel, aligning with your broader marketing initiatives such as TV, out-of-home (OOH), and retail activations.
By ensuring your campaigns are part of a 360-degree marketing strategy, you can create a cohesive and credible presence across all touchpoints. In my experience, this approach can enhance brand consistency, strengthen consumer trust and maximize the overall impact of marketing investments.
Aligning Your Brand With Where The Market Is Heading
Despite these advances, many brands still allocate disproportionate budgets to traditional media, even as digital consumption patterns shift. Today’s consumers—across all demographics—spend significantly more time on internet platforms like TikTok, Instagram and YouTube than on television or traditional digital ads. I believe this demonstrates the importance of adapting a business’s media strategy to methods that natively understand how to leverage influencer-driven engagement.
As you plan your next marketing investment, ask yourself: Is your brand truly where your audience is? If not, consider rethinking your strategy and building a future-proof approach that positions influence where it will have the greatest impact.
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