Influencers are upending advertising. Here are 4 ways their brand collabs have changed the marketing game.

Successful brands have long recognized the importance of giving ad campaigns a face. Though seemingly new, the trend to use influential figures in marketing stems from a storied past of using fictional characters (think Ronald McDonald or “Mikey” for Life Cereal) and celebrities in high-profile campaigns. But with the rise of social media, brands have turned to influencers—often everyday people who benefit from being more relatable, authentic, and trustworthy than untouchable celebrities—to promote their products and services.

While Michael Jordan’s history-making Nike campaign and Dior’s use of A-list actresses like Monica Bellucci and Natalie Portman to elevate its luxury goods may have set the mold, now it’s influencers who are expanding the reach, influence, and impact for brands—and themselves—alike. Collabstr scoured press coverage and analyzed marketing campaigns to dissect how brands collaborate with influencers to sell products. Influencers have lots of sway within their niches: 69% of social media users say they trust influencer product recommendations , along with recommendations from friends and family, more than information delivered directly from a brand, according to a 2023 Matter Communications survey.

And as social media use skyrockets, with Kepsios estimating over 5 billion user profiles worldwide as of April 2024, representing an annual growth rate of 5.4%, there’s still plenty of untapped influencer potential. Companies are building inf.