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The impact of social media influencers on brand marketing

What would persuade you to buy a product? A billboard advertisement or a product review by an influencer who has used it? I think we know the answer to this question.

2025 is the year of user-generated content . Customers no longer want traditional sales pitches. Instead, they trust recommendations from influencers with large followings. They want a raw, authentic and relatable experience where they can see the services or products being used and reviewed firsthand by influencers.

This practice has changed the landscape of marketing and branding. Brands from across the world are incorporating influencer marketing in their brand strategy. The use of this type of marketing increases brand reputation and generates better visibility for the brand.

By collaborating with influencers, brands are now reaching a larger audience through social media platforms in a more cost-effective way. In this blog, we will explore the impact of digital social media influencers on brand marketing and discuss their benefits, best practices and trends.

What does social media influencing mean in brand marketing

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Social media influencing in brand marketing is all about using popular online personalities to promote products in a way that feels real and relatable. Unlike traditional advertisements, which people often ignore, influencers make marketing feel like a natural part of everyday life. 

Think about it. When you see a celebrity in a perfume advertisement on TV, you know they are acting. But when someone like English reality television personality Molly-Mae Hague posts about her favourite skincare routine on Instagram, it feels more personal. You are more likely to believe her because she actually uses the products. That is the power of influencer marketing.

Brands work with influencers to tap into their loyal followers. A small fitness brand, for example, might collaborate with British fitness coach Joe Wicks to promote a new protein shake. His audience already counts on his advice on health, making them more likely to buy. Even micro-influencers with fewer followers can have a huge impact because their recommendations feel genuine. 

Influencers also help brands stay relevant. When Hailey Bieber started the 'glazed doughnut skin' trend, skincare brands quickly jumped on board. Social media moves fast, and influencers help brands keep up, making influencer marketing one of the most powerful tools in today’s digital world.  

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How do digital social media influencers drive brand success?

Have you ever found yourself giving more credibility to influencer recommendations over ads from brands? Well, you are not alone. More than 61% of consumers do just that. This trend is why influencer marketing has become powerful for brands wanting to connect in new, more authentic ways. The following are the key benefits of using influencers: 

  • Increased brand awareness: Influencers have loyal, dedicated followers who trust their recommendations. Building and maintaining relationships with them can smoothly introduce a brand to thousands, maybe even millions, of potential customers. 
  • Authenticity: People love following influencers because they feel a connection with them. When an influencer puts forward a product recommendation, it comes across as natural.
  • More engagement and better visibility: Unlike traditional advertisements, influencer posts often pull in more likes, comments and shares, leading to much better audience interaction. Influencer marketing is not just a buzzword, it is a strategy that is changing the way everyone approaches advertising.
  • Reaching the right crowd: Brands can reach the right audiences by choosing influencers who align with their brand. 

Future trends in influencer marketing

As influencer marketing continues to grow and evolve, let us have a look at what the future holds for this interesting and dynamic field in 2025 and beyond:

  • Micro influencers becoming the next big thing:  Brands are now choosing quality over quantity. Micro-influencers may have a low number of followers, but they have better, more interactive engagement. According to social media and digital analytics company SocialBakers, micro-influencers have over 60% higher engagement rates compared to macro-influencers. Their audience rely on their recommendations which makes them the ideal choice for the brand. Apart from being more authentic, micro influencers also offer cost-effective collaborations, which allows brands to work with multiple influencers at once.
  • More integration of artificial intelligence (AI): The future is all about AI, even when it comes to influencer marketing. AI is becoming a crucial part of influencer marketing as AI tools help in filtering and identifying influencers that align with their brand and target audience. It is also helping in campaign optimisation, forecasting campaign outcomes and providing real-time insights, allowing marketing teams save time, money and effort. According to recent data, AI is incorporated in more than 49% of influencer marketing strategies to improve campaign efficiency. 
  • Long-term partnerships over one-time collaborations: Brands are slowly shifting from one-time collaborations with influencers and fostering long-term relationships, which will lead to improved credibility, trust building, and ensuring consistency. The practice will generate a sense of ownership, where influencers can focus more on storytelling and authentic experiences rather than advertisement pitches. It will not only provide stability for the brand but will also be more cost-effective than short-term collaborations.  

How an MA in marketing and brand management degree from GBS Malta supports growth

Imagine that you are learning the skills necessary to lead the global marketing and branding world and gaining practical experience from experienced professionals who have been in the industry for years. Now what if we tell you that you can earn a UK degree in a Mediterranean island located in one of the safest countries in Europe?  

GBS Malta, one of the leading higher education providers, offers an internationally accredited MA in marketing and brand management programme where students are equipped with all the theoretical and practical knowledge needed to succeed in today’s marketing landscape.

Apart from getting a degree that can help students get a job in leadership roles, studying at GBS Malta also offers the best return on education investment as students are able to get 70% of their tuition fees back through the Get Qualified scheme after their graduation. This is an initiative by the Maltese government to make education more affordable.

In today’s fast-changing marketing world, staying ahead is important, and influencer marketing is leading the way. At GBS Malta, we focus on the theory while preparing you for the real world. Our team of experienced industry professionals teach students real-life skills, that are essential to succeed in the marketing, branding, or advertising world. 

Ready to elevate your marketing game? Discover how you can become a leader in marketing, explore GBS Malta today. 

Start your journey in marketing and branding with an industry-focused MA at GBS Malta.

FAQs about social media influencers on brand marketing

Social media influencers help brands reach wider audiences by creating authentic and engaging content. Their recommendations often feel more personal than traditional advertising, making audiences more likely to believe and engage with the brand. By collaborating with influencers, brands can increase their online visibility, improve brand value, and increase sales.

Influencer marketing is mostly based on credibility and personal connections. Unlike traditional advertising, which is often direct and promotional, influencers naturally add brand messages to their content. Their audiences follow them for their opinions and lifestyle, and hence, their recommendations feel rawer and more relatable.

Brands should look beyond follower count and focus on engagement rates, audience demographics and content style. It is important to work with influencers whose values align with the brand’s identity. Also, reviewing past collaborations and audience interactions can help in understanding the reach and authenticity of the particular influencer.

Yes, small businesses can use influencer marketing effectively within their budget. This can easily happen by collaborating with micro-influencers on a barter system or at a minimal cost, which can help them reach their target audience. Their recommendations often carry more weight because they have closer relationships with their followers.

If you are thinking about building a successful career in marketing and brand management, choosing the right educational path is key. This is why you must choose a programme that is globally accredited and is taught by industry experts who can give you real-world insights. GBS Malta, which is known for its small classes, practical learning and student benefits, is such a place.

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