In A World Full Of AI, Can Influencers Still Influence?

A tired new mum scrolls through Instagram at 3 AM, desperately searching for answers—until she finds a video from a small parenting influencer who says, ‘Hey mama, you’re doing okay.’ That’s the real power of influencer marketing today.

Almost half of Australians (46%) say they trust influencers more than traditional advertisements or celebrities, because there’s something powerful about hearing a real story from someone who feels just like us.

Every story finds its listener

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In the ever-evolving world of digital marketing, influencer marketing has been one of the most dominant forces over the past decade. But as we dive deeper into 2025, the question many marketers are asking is: Is it still worth it?

The short answer? Yes—but with a twist.

Influencer marketing in 2025 looks very different from what it was in its early days. Gone are the times when a single Instagram post from a celebrity would guarantee massive sales. Today, consumers are more skeptical, more informed, and more connected. Authenticity has become the new currency of influence.

One of the biggest shifts has been the rise of micro and nano influencers. These creators may have fewer followers (typically under 100K or even 10K), but their engagement rates are significantly higher. Their audiences see them as peers rather than celebrities, which fosters stronger trust and credibility. Brands now realize that quality of engagement trumps quantity of reach.

Additionally, influencer marketing has expanded beyond traditional platforms. While Instagram and YouTube still dominate, platforms like TikTok, LinkedIn, and even emerging virtual spaces in the metaverse are becoming hotbeds for influence. This diversification means brands can now tailor campaigns to highly specific niches and demographics.

In 2025, the real power lies in building long-term partnerships with influencers who can tell a brand’s story over time. This kind of ongoing relationship creates a richer, more personal connection with consumers, turning casual followers into lifelong supporters

So, what makes influencer marketing still worth the investment? It’s the power of storytelling. Influencers are not just salespeople; they are content creators, brand narrators, and community builders. When brands collaborate strategically and give influencers creative freedom, the results are powerful—boosted brand awareness, stronger customer loyalty, and genuine word-of-mouth.

To stay relevant, brands must adopt a data-driven, relationship-first approach—focusing on long-term partnerships, tracking ROI through advanced analytics, and aligning with influencers who truly resonate with their values.

In 2025, influencer marketing is not just surviving—it’s maturing. And for brands willing to evolve with it, the rewards are still very much worth it.