Influencer marketing is no longer working like it used to. In the past, brands used to rely a lot on celebrities and influencers with larger followings, likes, and comments.
Today, brands need to eliminate the old ways since they are no longer working.
Algorithms are changing, audiences are wary of the presence of influencers, and new platforms are emerging.
How do you leverage influencer marketing to get its best potential?
The Dos of Influencer Marketing
1. Work with Influencers Who Actually Influence
A million followers mean nothing if they don’t engage, trust, or advocate for your brand. Focus on building real connections, not just getting sales.
Influencers with real and high engagement are the ones brands should find.
Remember, there are also “influencers” with fake followers. Check their comments to see if they are genuine and check their followers if they are only ‘ghost’ accounts.
Read more on here: Do Influencers Have Fake Followers? Here’s How to Tell
2. Make Use of TikTok & Short-Form Video
TikTok is still relevant today, and short-form videos (YouTube Shorts, IG Reels) are where the action is.
Brands using TikTok for influencer marketing saw higher engagement compared to Instagram in 2024. This makes TikTok the right focus for short form videos.
3. Go Beyond Sponsored Posts
Whitelisting influencers (paying to post an influencer’s ad from their page) can increase conversion rates up to 34%. This is because when an influencer appears on the brand’s post, it can be seen as less authentic.
What people want to see is organic content, not paid content. Since it doesn’t feel like a typical paid ad, it increasing the chances of engagement.
4. Build Long-Term Relationships with Influencers
In the past, brands often worked with influencers on a short-term basis. However, this short-term collaboration is often seen as lacking authenticity.
Not only that, a short-term period of working with influencers is not as effective.
This is because audiences need to be exposed to the same product or familiarity to purchase something.
When an influencer works with a brand longer, the audience will recognize this, associate the influencer with the brand, and build trust. As a result, influencer marketing is more impactful.
Tip: Pay affiliates and revenue-sharing instead of paying for a post.
5. Use AI-Powered Creator Matching
Aspire and Upfluence are systems that use AI to match brands and influencers using audience actions, not demographics.
Using predictive analytics in influencer marketing can improve campaign results by up to 40%. It helps brands make smart, data-driven choices and connect with the right audience.
The Don’ts of Influencer Marketing
1. Avoid Choosing Influencers Based on Only Follower Count
A higher follower count does not mean the influencer has a higher engagement. Accounts with high followers do not automatically make an influencer if they don’t have high engagement.
Unlike other types of influencers, micro-influencers (10K–100K) are better in their engagement. They generate 60% higher engagement than mega-influencers.
Actionable Tip: Value authenticity and interaction over sheer numbers.
2. Don’t Take New & Emerging Platforms for Granted
Threads, BeReal, Lemon8, and Twitch are on the rise. This is particularly true with Gen Z and younger millennials.
Exploring new platforms helps brands to spend less on ads, have more organic reach, gain trust easily and even be able to stand out easier.
3. Don’t Take Disclosure & Transparency for Granted
In the era where transparency is in demand, brands should not take it for granted. A study cited by Adweek revealed that over 90% of influencer posts lacked proper disclosure or had none at all, which can erode consumer trust.
Therefore, if brands are paying influencers or giving them free products/services in exchange for promotion, they must work with influencers to disclose it to their audience.
This can be done using clear labels to disclose it with:
- #Ad, #Sponsored, Paid partnership with [Brand]
- Saying it directly in videos or captions
4. Don’t Post the Same Content Everywhere
Each platform has its own audience and different content style. If you are using the same kind of content across all platforms, it would not feel natural.
For instance, for an event post, it can be done such as:
TikTok & Instagram Reels: Use short, engaging videos showing behind-the-scenes prep, teasers, or influencer reactions.
Example: “3 reasons why you can’t miss this event!”
Instagram Feed & Stories: Use high-quality visuals, countdown stickers, and swipe-up links for ticket purchases.
LinkedIn: Highlight from a professional angle. This includes why the event matters, who are the key speakers, and business networking opportunities that are offered.
Twitter (X): Give real-time updates. For example, live tweets during the event, and influencer-generated buzz.
YouTube: Use longer-form content like event previews, vlogs, or post-event highlights.
5. Don’t Use One Influencer for One Campaign
When only one influencer promotes a brand, it often feels like a forced ad. However, when multiple smaller influencers talk about the brand, it feels more like organic buzz rather than a one-off promotion.
To do this, brands need to diversify influencers. Instead of putting $50K into one influencer, work with 5–10 mid-level influencers for greater reach and authenticity.
For instance, for B2C industries, the right mix of influencers can have mid-tier influencers and also micro-influencers.
With this mix, micro influencers could create word-of-mouth marketing, while the mid-level could drive sales. Industry experts are optional in this matter, but it is a plus if it has them.
Final Thoughts
Success in influencer marketing in 2025 will rely on authenticity, multi-platform strategies, and AI-driven insights. Brands embracing these trends will dominate, while those stuck in outdated strategies will fail.
Seeking new inspiration for your next campaign?
Start to try out new platforms; short-form content takes center stage, and collaborate with real influencers who actually engage with their audience.
If you want to find the right influencers for your brand, we can help!
