News and Insights

Influencer Marketing Is Growing Up: Learn How to Lead with Integrity and Impact

June 16, 2025

Getting older is part of life. Humans, pets, cars, fashion trends – nothing and no one is off the hook. Even ideas and systems age. Even influencer marketing.

Right now, it feels like influencer marketing is going through puberty. It’s having growth spurts, desperate to fit in, trying new things, and still figuring itself out (I’m just glad it hasn’t developed mood swings or body odour… yet).

Influencer marketing is definitely maturing – and with any maturity comes responsibility.

At this year’s PRWeek Influencer360 Conference, industry leaders explored how brands and agencies can evolve alongside creators, platforms and audiences to deliver campaigns that are not only effective but also ethical, inclusive and future proof.

As someone who works closely with clients navigating influencer strategy, I’ve summarised the most impactful takeaways below – insights designed to help PR and marketing professionals build better creator relationships, drive deeper engagement and stay ahead of emerging risks and opportunities.

Long-Term Thinking Wins Trust

Short-term influencer activations are no longer enough. The most effective campaigns are built on long-term partnerships where creators are integrated into the brand’s journey.

Involving creators early – in brainstorms, campaign planning or even internal meetings – helps them internalise your vision and build authentic, aligned content.

Recent research has found that long-form, long-term creator content outperforms short bursts for brand affinity – particularly in perception-shifting campaigns.

Authenticity is the Currency of Influence

Trust is the most valuable commodity in the creator economy. Knowing how to find the best influencer for your brand is the first step toward building partnerships that feel real – not just transactional. This requires:

• Giving creators editorial freedom with open briefs
• Avoiding tokenism through always-on representation
• Being transparent about what your brand doesn’t stand for, as much as what it does.

The message was clear: audiences reward honesty, and creators are becoming more selective about which brands they partner with – often turning down large budgets if the campaign doesn’t align with their values.

Inclusion Starts with Your Internal Team

If you’re not reflecting diverse perspectives in your internal teams, you’re likely missing crucial representation in your influencer campaigns.

Inclusive campaigns should be built with input from cultural experts from the outset – not by casting first and then trying to add diversity later as an afterthought.

B2B is Waking Up to Influencer Marketing

We’re seeing a rise in B2B influencer marketing and the use of employee ambassadors – a cost-effective way to build credibility and humanise brands. So, make sure to leverage internal talent alongside traditional influencers.

The Legal and Ethical Impact of AI

The emergence of AI-generated content and virtual influencers is reshaping contracts, ownership rights and ethical use standards. If your influencer brief doesn’t currently include clauses around:

• AI usage rights
• Liability for AI-generated claims
• Guidelines on mimicking real people or voices

… it’s time for an update. Our teams are actively advising clients on how to evolve influencer agreements for the AI age.

PR and Creator Collaboration Should Be Closer

Journalists are now competing with creators for audience attention. Smart brands are integrating influencers into their PR strategies – including media-facing activity. Examples include partnering with creators for interviews, giving them media training, or positioning them as spokespeople on brand values.

Influencer Campaigns Aren’t a Silver Bullet

Influencer marketing is powerful – but it’s not a magic fix. Campaigns should be one part of a broader integrated strategy. Spreading budget across PR, paid, content and social helps reduce dependency on any one channel and creates space for flexibility.

Agility is the New Normal

Brands must now create content at the speed of culture. TikTok trends, social moments and real-time creator content often require production turnarounds in 48–72 hours. At FINN, we bake this into scopes of work and ensure clients understand the resourcing required to move fast and stay relevant.

Final Thoughts

The creator economy isn’t standing still – and neither should you. For brands, the challenge (and opportunity) lies in navigating a space that’s becoming more regulated, more nuanced and more value-driven.

From integrating creators into broader PR efforts, to preparing for an AI-powered future and showing up with integrity and purpose – those who get it right will build more meaningful, lasting influence.

Need help designing future-fit influencer strategies that combine cultural insight with measurable impact? Explore how FINN’s influencer marketing and digital services can support your brand.