Digital marketing, as a reflection of society, is maturing. The audience is no longer satisfied with generic or disconnected messages from their aspirations. People seek meaningful relationships, both in consumption and online interactions. This requires brands and influencers to rethink their role: more than communicating, it’s necessary to co-create.
At the beginning of the influencer era, reach was everything. Big celebrities with millions of followers dominated advertising campaigns. However, impressive numbers don’t guarantee real conversions. The audience began questioning the authenticity of partnerships, resulting in increasingly lower engagement. Today, micro and nano influencers, with well-defined niches and highly engaged audiences, are gaining ground. Success has ceased to be about quantity and has become about quality. The focus is on the impact the message has on a specific group of people—not on the volume of views.
The shift in influencer marketing reflects a broader trend: the appreciation of human connections. As author Seth Godin said: ‘People don’t buy products; they buy stories, relationships, and magic.’ Influencers who can convey vulnerability, authenticity, and purpose are at the center of this transformation. Brands like Patagonia, which already adopt a clear sustainability stance, are leading this new phase by partnering with influencers who share their values. Thus, campaigns stop being transactional and become movements.
The great revolution in influencer marketing lies in the format. More than a one-time relationship, building communities creates lasting bonds between brands, influencers, and their audiences. Platforms like Discord, Telegram, and even the metaverse offer spaces for more immersive and collaborative experiences. Fitness influencers, for example, don’t just share motivational content but organize challenges that unite their followers around common goals. As Simon Sinek aptly observed: ‘People don’t buy what you do, they buy why you do it.’ In community marketing, the ‘why’ is shared and amplified, generating emotional impact and genuine loyalty.
Amid the obsession with algorithms and automation, influencer marketing reclaims something essential: human connections. Influencers are no longer just advertising vehicles; they are conversation catalysts. The brands that stand out today are those that step off the pedestal and join the conversation circle. The new influence isn’t measured just by sales but by the legacy left behind—a legacy of transformative relationships. Thus, more than partnerships, we create communities. And more than campaigns, we leave behind stories that truly matter.
