Influencers for Brands or as Brands? Expect the Lines to Blur in 2026.

Image credit: S O C I A L . C U T via Unsplash​

Influencer culture has come a long way from pre-teens making YouTube videos in their bedrooms, a la Zoella, showing us the perfect messy bun or how to layer statement necklaces from Topshop.

What began primarily as marketing’s version of the wild west is now a sophisticated ecosystem; one that shapes culture, rather than just follows it. And CMOs have been quick to take note. Total influencer marketing spend in the UK was estimated to exceed £917 million in 2024.

Historically, decisions on which influencer to partner with were dictated by how many followers they had. And while it's true that the talent and reach offered by someone like Molly Mae is still seen by most as the pinnacle of influencer collabs, it’s important to understand that the days of influencers as amplifiers are over.

Creators and influencers (and no, they’re not the same) are now shaping strategies, building communities and driving cultural relevance. Even more interesting, they’re using these skills to broaden their horizons and create their own brands. It just goes to show, it’s time to stop looking at influencers as bolt-ons. Bring them into the fold from the start, and they may be able to teach you a thing or two…

Influencers for brands

The smartest brands aren’t looking at the influencers shouting the loudest; they’re building relationships based on fit, not fame.

That means prioritising values over views, tone of voice over follower count, audience and community culture above all. That’s why nano and micro influencers are in such high demand. What they lack in reach, they make up for in trust (a crucial trait for increasing revenue and accelerating growth). They also drive deeper connections, boasting some of the highest engagement rates on TikTok (at 10.3% and 8.7% respectively).

Arguably the most effective partnerships shed the transactional feel altogether. Instead, they’re built on collaboration, with the influencers bringing creative inspiration, distinct voices and original ideas to the table. The question is: are brands ready to co-create, not just commission?

When it came to our work with Lidl and Charity Shop Sue, the answer was a resounding “yes”. Despite having just 19 episodes, Sue’s mockumentary has a cult following. We knew that the content had to inherently feel like her (sarcastic, punny and a little bit self-absorbed), not a knock-off brand impression. The results: a single test phase generated 77,000 paid engagements.

With a new year fast approaching, now is the perfect moment for brands to recalibrate how they measure influencer success. Vanity metrics like impressions or likes don’t tell the full story. The true indicators of value are:

• Comments, shares, saves and reposts
• Shifts in community sentiment
• Increase in advocacy

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Influencers as brands

Influencers haven’t sat idle while all of this change has occurred. Many have realised the risks of relying solely on ad revenue and brand deals. Algorithms change, trends shift rapidly and budgets fluctuate.

The result? They’ve grabbed the bull by the proverbial horns and diversified, building brands of their own. And they already have the perfect foundation: an audience that’s deeply invested in their success.

These creator-led brands are anchored by their communities, allowing them to access an entirely new chapter in the marketing playbook. Focus groups and expensive R&D are replaced by using followers as a litmus test. They can rely on honest feedback, in part because the community feels valued and appreciated, knowing they can shape the product and the offering.

The communities can also be used to gauge the level of interest. Take Melissa Holdbrook-Akposoe’s luxury laundry brand, Le Luxe. It’s arguably been one of the most anticipated creator brands of 2025. Not because she lucked into hype, but because she kept her ear to the ground and listened to what her community wanted. In turn, her followers trusted her to bring something with value to the table.

Of course, with great reward comes great risk. Any radical left turn or unexpected experiment can open the door to criticism. Thankfully, there is a clear solution: unabashed transparency.

Grace Beverley executed this to perfection when she pivoted from activewear to creating her own AI influencer talent agency. Given these are the industry equivalents of chalk and cheese, you’d be forgiven for thinking this would have received a frosty response.

But this couldn’t be further from the truth - and that’s because she brought her audience on the journey from day one, documenting her experience (warts and all). That level of honesty didn’t put the brand, or her reputation, at risk: it strengthened them.

TL;DR

Influencers are no longer a last-minute add-on, there to provide some glitz to campaigns. They combine style and substance. More importantly, they possess an inherent understanding of the communities your brand is trying to reach. By partnering with them on a long-term basis, rather than recruiting them for one-and-done briefs, you can go beyond impressions - and start building genuine, lasting relevance.