Over the last decade, influencer marketing has gone from a new experiment to a recognised, results-driven part of the marketing mix. In its first iteration, influencer engagement was as a tactic built on celebrity endorsements. More recently, it has evolved into a discipline rooted in trust, authenticity, and community. In 2025, global influencer marketing spend is estimated to exceed £25 billion, and brands across industries now see it as a critical way to build credibility and drive engagement.
But as the space matures, the way brands approach influencer partnerships has to evolve too. After all, what worked five years ago, or even last year, won’t cut it today.
As two consultants who work directly with influencers, we’ve seen and heard what works and what doesn’t in this world. In the first of our two-part series, we’ll share what we’ve learned, and how you can put it into action.
From reach to real connection
For a long time, success was measured in follower counts. The bigger the name, the bigger the impact, or so we thought. Now, marketers are learning that influence isn’t about who shouts the loudest, it’s about who people actually listen to. Audiences have become more selective and far more sceptical of polished, transactional partnerships.
According to research from IZEA in 2025, 85% of consumers trust influencer content more than celebrity endorsements, while micro and mid-tier creators consistently drive higher engagement and stronger loyalty. What these creators may lack in follower numbers, they make up for in credibility, and credibility is what audiences respond to.
Authenticity is the new currency of influence, and it’s earned through genuine alignment, not just exposure.
When it works, it really works – and Kim has the evidence to prove it.
Case study – Influencers in Hospitality
I’ve worked with over 400 influencers from foodie content pros to the ones who can turn a flat white into a full photoshoot.
And honestly, influencer marketing can do wonders for hospitality…when it’s done right. When it’s not, it’s just free cocktails and awkward DMs.
Hospitality lives and dies by reputation. Influencers are an extension of that, a loud, visible, and sometimes unpredictable extension. Getting the right fit matters. If they wouldn’t genuinely eat, drink, or recommend your place off camera, they’re not the one. When they say ‘oh I love your brand’ and you ask ‘great what’s your favourite dish?’ ‘which location have you visited?’, and you get radio silence back - they’re not the one.
I get approached at least five times a day by people saying they want to ‘promote’ a brand. Lovely. But when you’re giving away X, Y, and sometimes Z (plus dessert), I need to see the value.
· Who’s your audience?
· Do they actually engage with you?
· And most importantly do you fit with the brand and the message?
That’s where due diligence comes in. Because for every brilliant creator out there, there’s another one whose “influence” stops at their mates’ group chat. If you wouldn’t let someone run your bar without an interview, why hand them your brand story for a post?
When the right person shares your story, in their voice, to people who listen - its gold. Tables fill, buzz builds, and your brand suddenly feels a little more human. Just make sure the person behind the post actually believes in the plate.
When brands choose novelty over connection
As brands race to experiment with new technology, some risk losing sight of what makes influencer marketing powerful in the first place, i.e. the human connection. Taking Pepsi and a recent example, the brand drew heavy criticism for unveiling an AI-generated “virtual influencer” campaign that left audiences cold. What was meant to feel futuristic and boundary-pushing, instead came across as soulless and disconnected, with audiences questioning the point of using artificial characters to promote a product meant to symbolise energy, youth, and social connection.
The backlash was swift and critics argued that Pepsi had traded authenticity for novelty, missing the core truth that influence is built on relatability. The campaign became a lesson in what happens when a brand chases technological innovation without considering the emotional link to its audience.
When brands invest in long-term trust
On the other hand, Dove’s “Real Beauty” partnerships have continued to evolve for nearly two decades. Dove works with creators and advocates who embody the brand’s mission of celebrating real bodies, real voices, and real stories.
The creators they collaborate with often have smaller audiences, but the relationships are authentic, values-based, and sustained over time. Rather than a single post, these partnerships form an ongoing narrative that strengthens Dove’s position as a brand built on confidence and inclusivity.
The lesson here is that influence isn’t a campaign, it’s a relationship.
Next up, we share how you can use influencers as a strategic advantage.
