The Mindset Shift Brands Still Need to Make: Influencer Marketing Is Media

By Fabiënne Oomen, Branded Content Specialist, CREATE

How recognizing, evaluating and considering influencer marketing as a mass medium takes campaigns to the next level.

Influencer marketing has been the buzzword of the 2020s, reshaping the advertising landscape through the unstoppable rise of social media with one sponsored post at a time. There is no need to include data points or trend graphs, as you have probably seen them all. The global growth of the influencer industry is clear, well-known and widely discussed. Its success lies in one simple truth. Creators know how to build genuine connections with their audience and make brands that align with their identity a natural part of their story. 

As the industry developed from a Wild West where follower count and aesthetic feeds determined the match with the brand to a data-driven and (very) costly media asset, knowing how to navigate influencer campaigns has become an important tool. However, there is still a long way to go in adopting a professional mindset. Running a successful influencer marketing campaign in 2025 should not start with choosing the right influencer or planning the perfect content. It starts with adopting the right strategic mindset. Influencer marketing is still too often seen as a fun add-on to a campaign or a way to reach younger audiences. However, we believe it deserves a much more strategic role. It is a powerful medium that should be shaped around your campaign and treated exactly how you would approach other mass media tools.

A full funnel impact when hitting the right strategy

No matter the objective, influencer marketing performs best when you stop treating it as a one-size-fits-all solution. Move beyond the idea that it is solely an awareness tool and consider how its unique ability to connect and inspire consumers can support lower-funnel goals by strategically matching specifics to objectives. As with other mass media channels, the choice of channels, formats, and placements plays a key role in campaign success. Bigger creators may be the right fit for a product launch or to boost an awareness campaign. In contrast, smaller creators, who feel more familiar and relatable, take on a role similar to peer-to-peer recommendations and are capable of driving conversions. The recent rise of successful UGC in full-funnel social campaigns shows that micro creators can have a distinctly different and powerful effect. Make choices on which influencers to work with based on facts and data, and not personal preference.

Long-term brand-building impact

That expensive paid post does not always have to be a fun one-hit-wonder. When executed thoughtfully, influencer marketing can create long-term brand impact. This requires a phased content strategy that unfolds over time using different deliverables, allowing your message to build recognition, trust, and loyalty. Equally important is selecting creators who not only have a highly engaged following within your target audience but also share key personality traits and values that resonate with them. This deeper alignment on multiple touchpoints makes the brand connection feel natural and prolongs the effect. Finally, as with other mass media, tracking performance through real data at every stage ensures that decisions are informed, optimizations are meaningful, and the long-term strategy delivers measurable results. In this way, we turn influencers not only into loyal spokespersons but also into part of their social environment.

Creative freedom is the buzzword

Creators know what resonates with their audience, what fits their platforms, and how a brand can find its place in their story. This makes collaborations feel natural and authentic, allowing the brand to integrate smoothly into the creator’s world. Still, it is important to provide clear direction and storytelling in the briefing. Influencers’ personal storytelling approach allows them to bring different perspectives of your brand story to life. In this way, they can play a vital role in translating a big campaign idea into something personal, real and human. Approaching influencer content pieces as a co-creation rather than a direct result of a briefing is a good start.