Zeno Thinks: Influencer Marketing is No Longer a PR Add-On - It’s a Full-Fledged Media Channel
Influencer marketing has come a long way, and if you’ve been paying attention, it’s clear that it’s no longer a nice-to-have add-on for brands. In fact, it’s becoming a core part of how brands connect with a more discerning consumer. Just look at Unilever’s recent announcement that they plan to hire 20 times more influencers—this isn’t just a trend, it’s the future.
Gone are the days when influencer marketing was just another PR tactic or Social add-on. Now, it’s an essential media channel in a brand’s storytelling toolkit, driving deeper engagement and long-lasting connections with audiences across on and offline touchpoints.
From Endorsements to Scalable Storytelling
In the past, a big celebrity endorsement was the gold standard. Brands would pay top dollar for a name, slap it on a product, and hope the audience would follow suit. But the game changed. Influencers today are more than just faces attached to products—they’re the storytellers shaping brand narratives that resonate with audiences across the customer journey.
Take Unilever’s approach: they’re not just signing influencers for one-off campaigns. They’re building long-term, always-on relationships that ensure consistent, valuable content. It’s all about creating scalable storytelling that keeps the conversation going. Brands are now beginning to understand that to truly connect with their customers, they need to foster a constant flow of creative content that speaks to the audience’s values.
The Democratisation of Influence
This shift isn’t just about follower numbers. It’s about a broader, more diverse group of people who have built trust with niche audiences. Professionals such as wellness and nutrition experts, doctors, business leaders and educators are taking the spotlight. Why? Because their expertise is valued, and audiences trust them. In fact, 70% of consumers trust recommendations from people they follow on social media*—which is why these niche voices are becoming a powerful force in marketing.
Brands are tapping into this “democratisation” of influence, recognising that it's no longer about the size of the audience, but the quality of the relationship. Whether it's a doctor recommending a health product or an educator sharing insights about a brand's mission, these influencers are seen as more credible and authentic. Their followers know they're getting honest advice, not just a paid-for sales pitch.
What This Means for Brands, Creators, and Creatives
With this shift comes a bigger need for creativity. Brands must collaborate closely with creators and creatives to produce dynamic content that aligns with the brand and works across multiple consumer touchpoints. This is driving the rise of new roles like Creator Directors and Influencer Consultants, who act as strategic partners in shaping content and narrative.
Creators and brands are moving beyond one-off collaborations to build lasting relationships that create more meaningful, aligned content. By working together on multiple campaigns and across fragmented touchpoints, influencers become more authentically tied to the brand, and their audiences see consistent endorsements rather than just a one-time promotion. This consistency helps build cumulative trust and reinforces the brand message over time. It’s no surprise that 47% of marketers are prioritising long-term influencer partnerships as a core strategy. They recognise the powerful benefits of these ongoing collaborations in fostering deeper connections and driving better ROI.
What’s next?
Influencer marketing isn’t going anywhere—it’s here to stay, and it’s only getting stronger. As brands embrace this shift and integrate influencers throughout the customer journey, they’re creating deeper, more authentic connections. This isn’t just a short-term trend; it’s the future of marketing.
Brands that get this will be the ones that win in the long run, creating content that feels genuine, relatable and valuable. So, whether you’re a brand, an influencer or a creative, it’s time to think bigger and embrace the full potential of influencer marketing as a core part of your strategy.
At Zeno, we’re helping brands navigate this exciting shift in influencer marketing. If you’re ready to take your influencer campaigns to the next level, reach out to us—we’ll help you build authentic, impactful partnerships that drive results across the entire customer journey.
*Sources: Nielsen, IZEA.com. Influencer Marketing Hub
