Why influencer marketing is no longer a nice to have

We know influencer marketing has evolved at warp speed. What was once considered as a nice to have for leftover budgets has become an integral part of a communication strategy.

We’re in an era where consumers are sceptical of traditional advertising and are turning to influencers as a more relatable alternative. This shift in mindset is the core reason influencer marketing has become the centre of brand conversations.

Even Unilever’s new CEO, Fernando Fernandez, has acknowledged this shift saying: “Messages from brands coming from corporations are suspicious messages. Creating marketing activity systems in which others can speak for your brand at scale is very important.” And he’s right.

But before you jump on the influencer bandwagon, here’s a question I always ask brands when they approach us with an influencer brief: why?

Are brands working with influencers just because their competitors are? Probably.

Do they want to go viral on TikTok? Always.

But does every brand really need a mega influencer to promote their shampoo in a sea of sponsored posts? Will that one post really move the needle, or will it get lost in the mindless scroll?

To get real value out of influencer collaborations, brands need to look beyond vanity metrics and quick-hit sales. Why are you doing this campaign? And what kind of influence actually influences your audience? Unpopular opinion but not everyone who implements influencer marketing recognises its strategic importance. Too often, it’s still treated like a one-off transaction or a numbers game.

If you want to do influencer marketing the right way, stop treating influencers like ad placements and start treating them like strategic brand partners, and this shift requires an earned media mindset.

From audience reach to community access

Smart brands are ditching the chase for viral reach and are focusing on creators who bring them access to communities, not just audiences.

Want to promote your new deodorant? A polished TV spot can be a hit or miss, but a trusted skater casually mentioning it as their go-to for surviving Dubai’s summers, that hits a bit different. Why? Because community equals credibility.

Influencers aren’t just billboards. They are gateways to insider access which is worth far more than a million passive impressions.

A platform for long-term advocacy

The best influencer partnerships don’t end when your campaign does. If done right, you’re creating more than just content, you are cultivating brand advocates.

The goal isn’t a one-off TikTok, it’s a partner who genuinely loves your brand and continues to mention it naturally, even when they are not being paid to.

That kind of loyalty can’t be bought, it is earned through thoughtful collaboration, creative freedom, and treating influencers like partners.

This is something the PR world understands deeply. We’ve been building relationships with journalists, stakeholders, and community voices for decades. It’s the same skill that applies to influencer engagement: slow burn, high value, long-term return.

Influencer content fuels organic discovery and reputation

We know that TikTok is the new Google, Instagram stories are product demos and YouTube reviews are trusted testimonials. Influencer content isn’t just brand content, it is searchable, shareable, and fuels discovery in a way that traditional channels simply can’t.

But more importantly, it also contributes to reputation. It is a visible, human extension of what your brand stands for, and we all know reputation is a PR discipline.

Why influencer marketing should go beyond the billboard mentality

There’s a misconception that influencer marketing is purely about visibility and awareness, like a billboard on Sheik Zayed Road: a space to buy and plug in a message, slap on a hashtag, and collect the impressions.

I would argue that it’s more about relevance, reputation, and relationships. In a saturated online world, the right influencer acts as a cultural translator and can cut through the noise, speak to your audience in their language, and help your brand build real connections.

In PR, influencers are allies in shaping brand narratives across earned, owned, and shared channels, not just a means to hit engagement metrics.

So, the next time you’re thinking of launching an influencer campaign, instead of ”how many followers do they have,” ask yourself:

• Are we thinking about this strategically or just ticking a box?
• Are we building a relationship or buying an asset?
• Does this influencer align with our brand values?
• Would we feel comfortable putting this influencer in front of media or stakeholders?
• Are we integrating this into our broader communications strategy or is it a siloed spend?
• Most importantly: what do we want this influencer to say about us when we’re not paying them?

Influencer marketing is no longer a nice to have but if we want it to truly work, we need to stop managing it like media and start treating it like the reputational tool it is meant to be.

By LuAnne D’Souza, Account Director at Current Global MENAT.