I originally wrote this piece in April 2020, when influencer marketing was still finding its place alongside more traditional forms of brand marketing. Six years later, I came back to it wondering how much of my thinking had changed.
Surprisingly, not much. The platforms have changed. The scale has changed. But the principles behind real influence haven’t changed nearly as much.
Influencer marketing was on track to be an $8B industry in 2020 and was projected to almost double by 2022. That prediction was exceeded when 2022 figures hit $16.4B. By 2025, the influencer industry hit $32.55B, up 35% from the prior year. This year, the influencer marketing platform market is projected to surpass $45B with future projections tracking toward $116.2B by 2033.
Brands have continued turning to influencers in record numbers, and for good reason. In 2020, influencer marketing generated roughly $5-and-change in earned media value for every $1 spent. Six years later, estimates still put the return at roughly $5 for every $1 spent.
Why the payoff? Audience trust.
According to the 2025 Edelman Trust Barometer, 58% of the general population across 15 markets trust influencers to provide accurate information about a brand. 56% of Gen Z and Millennials say they trust influencers when deciding whether to purchase products, according to Morning Consult’s 2025 Influencer Marketing Guide. Also, 86% of consumers make at least one purchase inspired by an influencer each year, while 49% of consumers make purchases at least once a month because of influencer posts, according to Sprout Social’s 2025 Influencer Marketing Report.
To make the most of the halo effect influencers can bring to your brand, here are six helpful nuggets of best practices and watch-outs, updated for 2026:
1. Influence is an action verb.
Influencers can be celebrities, content creators, gamers, interviewers, advocates, subject-matter experts or everyday people who really love cat videos. No matter why they are popular, “influence” happens through that direct-to-audience communication. The bond influencers have with their social audiences is where the magic happens. Perceived trust is immensely appealing to brands looking to build relationships with new audiences and deepen relationships with current customers.
2. Celebrities can and should be utilized for their social influence.
At the start of the 2020s, traditional marketing and advertising often featured celebrity spokespeople in commercials or print campaigns without considering the social media impact of those individuals. Most of these folks have large social audiences, making surround-sound campaigns a better value for the brand. We’re leaving ROI on the table if we stop at contracting talent without utilizing their social influence. We’re also missing a chance to reach our customers where and how they live.
3. Collaborate with influencers who believe in your brand.
If an endorser isn’t actively using or personally interested in your brand, offering them a fee to promote your product or service can come off as inauthentic and sometimes desperate. Would you want to date someone who was hesitant or embarrassed to introduce you to their friends? No! Have some self-respect and get used to working with talent who like you and are genuinely excited to collaborate.
4. Seek out long-term partnerships.
With some valid exceptions, try to avoid one-offs. It’s hard to get to know someone if you’ve only met them once. Likewise, using influencers for a one-and-done activation doesn’t give their audience time to get to know your brand. One-offs fall short of the biggest brand advantage of using influencers: trust.
5. Meet customers where they are.
The social landscape changes faster than a preteen girl changing outfits. In 2020, TikTok was relatively new. Today it is a staple. Depending on your target audience and how you engage, using Facebook can bring your brand ideal new customers or be a complete miss. We need to know who we are targeting and be willing to meet them where they live, how they live. That means understanding each social platform and respecting how different customers are uniquely engaging online.
6. Unite your marketing team. Even if YOU are your entire marketing team.
Organizational silos produce fragmented brand messages. Retire the thinking that advertising, sponsorships, social media, PR, influencer integrations, etc. should operate under independent strategies. Each of these specialties has a unique function, but like parts of the body, they depend on a centralized hub to move efficiently. You may have the best leg in the world, but if it’s not connected to the rest of you, you aren’t going to get very far. Collaboration gives customers the best chance to find us, and hopefully, to like us.
Over the last six years, platforms evolved. Audiences moved. The mechanics of marketing changed. Influencer marketing is more relevant than ever and still comes down to trust, relevance and genuine connection.
Sources
2020 / historical
Edelman — 10 Trends Influencing 2020
Influencer Marketing Hub — 2019 Benchmark Report
2022–2026 / updated
Influencer Marketing Hub — 2022 Benchmark Report
Statista — Global Influencer Marketing Market Size
Grand View Research — Influencer Marketing Platform Market
Edelman — 2025 Brand Trust, From We to Me
Morning Consult — 2025 Influencer Marketing Guide
Sprout Social — Influencer Marketing Statistics / 2025 Report findings