The influencer landscape has changed, and not in the subtle, algorithm-tweaking way. Audiences have grown up alongside social media, and with that growth has come a sharper understanding of who influencers are, what they’re for, and when a brand partnership actually makes sense.
A few years ago, influencer marketing felt shiny. Big followings, glossy content, and the promise of instant reach. Now, it’s far more nuanced. People can spot a mismatch quickly. They know when a product genuinely fits into someone’s life and when it’s been awkwardly wedged in for a deliverable.
That’s not a bad thing. It’s actually made influencer marketing better.
We’ve seen this first-hand working with Britex over the past two years. Cleaning and organising content is one of those rare internet sweet spots. It’s satisfying to watch, endlessly rewatchable, and deeply practical. Through more than 20 influencer collaborations, Britex-focused content has generated thousands of likes, strong engagement, and most importantly, a direct spike in machine hires. The product solves a real problem, the content fits naturally into creators’ routines, and audiences don’t feel like they’re being sold to. They feel like they’re being shown something useful.
That alignment matters. Because not every industry should be working with influencers, and not every brand is ready to.
Recently, TikTok has been unpacking this in real time. A video from user @just.a.girl.in.this.life sparked conversation after she shared her experience receiving a subpar product from a food brand, while influencers were being sent significantly better versions of the same offering. The response was swift. Other food companies flooded her with gifts, seemingly to restore balance, goodwill, or to simply one-up the trending competitor. Ironically, this flipped her position entirely. She became the very influencer she was critiquing, now receiving preferential treatment that the average customer still wouldn’t.
The discourse hit a nerve because audiences are paying attention. They’re questioning who gets rewarded, why certain voices are elevated, and what that means for trust. When influencer experiences don’t reflect the real customer experience, the gap shows. And once it’s visible, it’s hard to unsee.
This is where brands need to slow down and ask better questions. Not “should we do influencer marketing?” but “does influencer marketing make sense for us?” Does the product integrate naturally into someone’s day-to-day life? Will the content feel honest, or will it highlight inconsistencies between what’s promised and what’s delivered?
Influencer marketing works best when it mirrors reality, not when it creates a parallel one. Audiences don’t expect perfection. They do expect fairness, transparency, and a level playing field.
What’s interesting now is that audiences aren’t anti-influencer. They’re anti-disingenuous behaviour. They still enjoy creator content. They still take recommendations seriously. They’re just more discerning about who they trust and why.
As social media continues to mature, influencer marketing is settling into its rightful place. Not as a shortcut, not as a silver bullet, but as one part of a broader digital ecosystem. When it’s aligned with the product, the platform, and the audience, it can drive real results. When it’s forced, it can do the opposite. Influencers are no longer borrowed credibility. They’re collaborators in a very visible relationship. And audiences are watching both sides closely.
Brands that understand this will build partnerships that feel natural, effective, and long-lasting. The rest will keep chasing reach, while trust quietly slips through the cracks.
