Authenticity in the Age of AI
Here’s an interesting thought: With AI-generated content on the rise, brands worry that people will grow tired of it and start seeking authenticity again. This is where influencers still hold great potential. Even if they face criticism for producing non-genuine content, if AI becomes dominant, people will still seek out real individuals and authentic visuals. Not all content creators are simply competing for money; platform experience, clout, and longevity are also key factors. Understanding the evolving preferences of content creators is vital for platforms aiming to expand their user base and ad revenue.
And remember—content creation with influencers is a two-way street. Create clear briefs, ask for genuine content, and avoid pushing influencers to act like static outdoor ads with messages that have been refined through endless corporate layers. Be authentic, and encourage them to be authentic. The focus should be on building authentic partnerships with influencers who share common values with their audiences. In 2025, influencer marketing will increasingly prioritize responsibility, driven by the demand for more diverse, inclusive, and ethical campaigns. Brands and opinion leaders must meet these expectations by adopting authentic and transparent practices.
Influencers Can Represent Any Brand
Some brands believe influencer marketing isn’t for them—especially those in industries like pharmaceuticals, medicine, science, finance, law, or B2B services. However, influencer marketing is not limited to celebrities or lifestyle bloggers. There are scientists, doctors, entrepreneurs, industry experts, and niche content creators who align with professional and specialized fields.
You can always find influencers who align with your brand’s values and reputation. There’s no need to chase big names with massive followings. In many cases, medium or even micro-influencers—who may have a smaller audience but boast higher engagement and credibility—can be more effective. 77% of Instagram influencers worldwide have less than 10,000 followers, and they can act as a bridge between a brand and its audience to build a non-measurable but very impactful relationships and brand ambassadorship in the long-term.
Myth #3: Influencer Campaigns Aren’t Measurable
Many brands hesitate to invest in influencer marketing, believing that results are impossible to track. But the truth is, everything can be measured—if you trust the right agency. Promo codes, affiliate links, and UTM tags can directly track real-life purchases and engagement driven by influencers. Beyond that, agencies always request detailed reports from influencers to track key metrics like reach, views, engagement rates, and audience demographics. With this data, agencies apply advanced analytics to measure performance, optimize campaigns, and ensure maximum ROI. Additionally, specialized tools and platforms provide in-depth insights. For example, MSL Baltics uses CreatorIQ, and Publicis has partnered with Influential to ensure data-driven influencer strategies. With the right expertise and technology, influencer marketing is just as measurable as any other digital campaign. Trust your agency—we have the tools and data to prove success.
References:
https://marketingavide.lv/LMVA2024_29.11.9d2c4123673bd9eab283.pdf
Kantar Digital Analytics
GWI Europe
Meta “Five Gen Z Trends Shaping the Future of Brand Engagement,” August 2022.
Ipsos, Retail Future of Shopping” Study (Meta-commissioned online survey of 2548 Retail shoppers ages 18+, Thailand, March 2022), Top 2 Box.
Meta “Five Gen Z Trends Shaping the Future of Brand Engagement,” August 2022.
Meta, “Brand-building with creator partnerships.”
Sprout Social. 29 influencer marketing statistics to guide your brand’s strategy in 2025