FYI: the future of influencer marketing started yesterday
Welcome to influencer marketing, where what worked a year ago might tank today, and new trends are reshaping how brands connect with their audiences. Staying ahead is critical for marketers who want to drive ROI and build long-term success. Here’s where we see things going…
The rise of AI and virtual influencers
Artificial intelligence is starting to make waves in influencer marketing. Virtual influencers (computer-generated characters with lifelike personalities) are gaining traction. These digital figures, like Miquela, are creating content, promoting products, and even interacting with followers.
While virtual influencers lack the authenticity of human creators, they offer unique advantages. Brands have complete control over their narratives, and these “influencers” can be tailored to fit niche audiences through hyper-personalised content.
However, Henry Collins, Managing Partner at redpill, cautions against over-reliance on AI: “Virtual influencers are exciting, but people crave real connection. The magic of influencer marketing is in the human stories, so brands need to use AI as a complement, not a replacement.”
Consumer attitudes toward AI influencers
of consumers would be more interested in a brand that uses an AI influencer.
The same amount say they’d be more distrustful of a brand.
say they’re indifferent and wouldn’t be able to tell the difference between AI and human influencers.
Always on, always top of mind
Gone are the days of one-off campaigns. Successful brands are shifting to always-on strategies, maintaining a constant presence across platforms. This approach builds familiarity and trust over time, ensuring audiences think of your brand when they’re ready to buy.
This strategy doesn’t have to be overwhelming, especially for smaller brands. “Consistency is everything,” says Henry. “It’s not about being everywhere all the time—it’s about showing up regularly with content that feels relevant and real.”
Always-on strategies also allow brands to react quickly to cultural moments. Whether it’s jumping on a viral TikTok trend or addressing a timely issue, being consistently active keeps brands at the forefront of their audience’s minds.
It’s about staying visible and relevant. The brands winning today are the ones with consistent, creative engagement that feels real.”
