Unilever recently announced plans to exponentially increase social media spend – raising investment in the channel from 30% to 50% of marketing budget and boldly committing to recruit ‘20 times more influencers’ than before. This move underscores growing confidence in the power of content creators, but it also highlights the evolving role of social within a broader, integrated marketing strategy.
Unilever are not alone in their direction of travel. 84% of brands now believe influencer marketing is effective, with many reporting that influencer-generated content outperforms brand-created assets on social.
As social-first content reshapes the marketing landscape, ensuring the optimal allocation of budget across channels, audiences and objectives is more important than ever.
The power of influencers:
Today’s consumers are more sceptical of traditional advertising than ever. They seek authenticity, relatability and recommendations from trusted voices over corporate messaging. Influencers help bridge this gap – whether it’s a fitness expert promoting a training hack, a lifestyle vlogger sharing their travel essentials or an Instagram chef showcasing creative ways to cook with a new product. For brands, influencers cultivate trust and credibility within established communities, offering an opportunity to build deeper relationships.
Their content is engaging, shareable and seamlessly integrated into consumers’ lives – making products feel like a natural choice rather than a hard sell. However, the most effective influencer strategies go beyond simply boosting reach. Influencers work best when integrated into the wider channel mix – from amplifying brand partnerships to enhancing paid media strategies. A hybrid approach to creative development – where influencers collaborate alongside traditional brand creative or production teams – ensures content aligns with both performance goals and platform-specific best practices.
Beyond reach:
The cultural shift to relevance It’s no longer just about partnering with influencers who have the biggest followings. The most effective campaigns are built around cultural moments, niche communities and deeper storytelling – driving sustained engagement over time, rather than one-off spikes in visibility. At the7stars, we help brands connect with culture through the people and platforms shaping it. We’ve recently revamped our influencer offering with a new team of influencer specialists who strategically develop activations at scale, ensuring creators, content trends and behaviours are leveraged effectively across the full channel mix.
Social is crucial, but balance is key Influencer marketing has evolved from a nice-to-have to a must-have, but success depends on strategic allocation rather than over-reliance on a single channel or approach. The future of marketing isn’t just about spending more on social – it’s about ensuring brands play an authentic role in the conversation while leveraging the right mix of media, partnerships and creative strategies.
For a review of your influencer strategy, creative inspiration or a fresh perspective on integrating social-first content into your plans, there is no better place to turn for expert advice than the7stars.
