Influencer marketing is no longer just about quick wins. The emerging trend is clear: Long-term, integrated partnerships with influencers drive sustainable success. At the heart of this shift? Building strong, authentic relationships with creators with a wide-range of audiences sizes from micro to mega. This evolution holds significant implications for both established brands and emerging players.
More Budget Toward Influencers
As expected, the focus on influencer marketing continues to rise. According to a 2024 global survey from Statista, 22.4% of marketers now allocate 10-20% of their marketing budgets to influencer campaigns, with an additional 26% investing more than 40%. This significant investment signals a strategic pivot – one that recognizes the value of content creators and their ability to reach their loyal audiences.
The days of viewing influencer marketing as a one-off tactic are over. Brands are beginning to understand that sustained alliances yield higher returns in loyalty, credibility and brand affinity. Long-term collaborations offer more than immediate visibility – they enable brands to deeply integrate influencer-generated content across paid, owned, earned and shared media, enhancing brand consistency and messaging.
Additionally, brands are engaging creators across the spectrum, from nano to macro influencers, leveraging strengths across multiple platforms from TikTok to Instagram. We’re hearing firsthand from influencers about this shift, with many now entering year-long contracts, moving beyond single posts or short-term campaigns. Influencers are not just content creators; they have become brand ambassadors, representing companies at live events, participating in media interviews, headlining webinars and even appearing in more traditional advertising campaigns.
Impact to Industry
Focusing on relationships over transactions is the future of influencer marketing. At Moore, we refer to this as influencer relations, recognizing that successful campaigns extend far beyond social media posts. They represent a genuine, synergistic partnership that benefits both the brand and the creator. Brands that engage influencers across a diverse range of levels and channels are not only broadening their reach but also enhancing their credibility. Each creator brings unique value, and leveraging these relationships strategically will be the key to unlocking sustained growth and brand loyalty.
“Future-forward brands know that the real power of influencer success lies in long-term relationships, not quick-hit campaigns. As this trend gains momentum, those who invest in genuine partnerships with creators will stay ahead, building trust and loyalty that resonate deeply with evolving audiences.”
Jordan Jacobs, APR, CPRC
Partner and Senior Vice President