Before everyone and their dog had a ring light, I had a blog and a Canon point-and-shoot.
I know, I know, it sounds like I’m about to say Back in my day. But this isn’t nostalgia for nostalgia’s sake. I was there when what would eventually be called influencing was still finding its footing. Before we talk about what it is now, I think it’s worth looking at how far it’s come.
Back when we weren’t optimizing for engagement, we were just sharing. And often, oversharing.
My blog wasn’t one of those “I-post-once-a-year-and-call-it-a-blog” blogs. Though, to be fair, it did start that way. But this was the golden age of the internet: when blogs were weird, personal, and delightfully unfiltered. And updated daily. Sometimes more than once. Think: recipes, craft projects, aesthetic photos of drinks and vintage pitchers, gardencore, and the occasional life-update-slash-vulnerable-monologue.
Somewhere along the way, people started paying attention. My blog post about a Jason’s Deli copycat chicken salad recipe went viral on Pinterest. I don’t mean TikTok viral, I mean early-2000s-blogosphere viral. (Big fish, small pond.) But still: inboxes full, comment sections buzzing, people asking where I got such-and-such a thing in the photo because they wanted one too.
PR teams started sending me products to review and share. I was gifted numerous CDs (which tells you how long ago this was) and invited to concerts, as long as I agreed to write about the experience on my blog. I got monthly boxes from companies like Influenster and BzzAgent, packed with stuff they hoped I’d try, love, and talk about. Now, that kind of thing is common. Back then, it was surreal. And really fun.
To really drive home how small (and strange) the early influencer pond was: Vanilla Ice – yes, that Vanilla Ice – followed my blog and Instagram during his DIY home reno era, when he’d pivoted from Ice Ice Baby to blogging about power tools and fixer-uppers. He was solidly planted among the earliest lifestyle and design influencers. At the time, I was one of about 1,000 people he followed on Instagram. Today, fifteen years later, I’m still on that exclusive list of roughly 5,000. Which means either I’m unforgettable… or he never does social media housekeeping. Either way: clout, right? I’m counting it as clout. (Please let me have this!)
And speaking of clout…
Once It Could Be Tracked, It Could Be Sold
In 2008, the early days of online influence were just beginning to take shape. That’s when a company called Klout showed up with an idea: assign each person a Klout score to quantify their online influence.
It was basically a precursor to today’s social metrics like reach, engagement, and conversions. Those already existed in the marketing and ad world, but Klout brought them into the world of social influence.
Anyone with an online presence received a score from 1 to 100, based on data pulled from platforms like Twitter, Facebook, Instagram, and Foursquare. The higher your score, the more influential you were perceived to be.
A high Klout score could land you real-world perks: free products, VIP invites, even the occasional travel upgrade. Oh – and your score was public. Anyone could look it up. It gamified popularity in a way that felt equal parts fascinating and mildly dystopian. I checked mine obsessively. But also? I benefited. (See: free concert tickets, swag boxes, and other gifts!)
Before influencer marketing had a name, we were just having fun online. Eventually, what had been a close-knit, creative community became a nonstop performance for an algorithm. I loved the creativity, but I wasn’t built for the machine. I took it as a sign when my blog was hacked while I was going through a tough time personally. So, I stepped back, grateful for the wild ride. When my domain finally expired, a digital real estate company snatched it up and listed it for sale as a super-premium domain. At one point, they were asking for over $40,000! (Seriously.) It’s still up for grabs, now at a “bargain” $1,888.
Influencer marketing isn’t some shiny new trend. It didn’t start with TikTok dances or sponsored unboxings. It started with people. Not wealthy people. Not “cool” people – I certainly wasn’t – but real people, sharing what they loved with communities who paid attention, felt seen, and trusted them.
And that’s still what makes it work.
Traditional ads rely on one-way communication. Influencers created two-way conversations, blending storytelling with marketing and building communities, which is why influencer marketing feels more relatable.
Despite the bots, the saturation, the inauthentic collabs, and the ever-shifting platforms and algorithms, influence at its core is still relational marketing built on connection. It’s about trust, resonance, and the kind of recommendation that feels less like an ad and more like a friend saying, You have to try this.
Being an Influencer Is Work. Like, Actual Work
Let’s be clear… Influencing isn’t just about posting pretty photos and writing #ad. For many creators, it’s a full-time or part-time career, with contracts, content calendars, analytics, and the mental load of constantly being on. Influencers manage multiple brand relationships, must stay relevant on constantly shifting platforms, and have to maintain trust with their audience.
If you’re considering partnering with influencers, please remember, you’re not just asking someone to post. You’re hiring a professional. Respect their time, pay them fairly, and make the process collaborative, not prescriptive. You’ll get better results and better relationships.
Here’s What Influencing Looks Like in 2025:
- Influencer Marketing is a billion-dollar industry
Influencer marketing spending is projected to reach $22.2 billion in 2025, growing 12% from $19.8 billion in 2024, as brands continue to invest in authentic creator connections. Source
- Influence isn’t just about numbers.
Micro-influencers (often defined as creators with 10,000 to 100,000 followers) often have higher engagement, stronger trust, and tighter communities than mega-influencers. They’re also easier to work with and usually more aligned with niche audiences.
- Not everyone loves the label.
Influencer marketing is a thing, but calling people “influencers” isn’t always the best move. Terms like “digital creator,” “partner,” or “collaborator” often feel more respectful and authentic when building relationships.
- Authenticity is everything.
If the partnership doesn’t feel authentic, it won’t convert. Audiences know when something’s just a paycheck.
- Your customers are already influencers.
Word-of-mouth happens in group chats, DMs, and private communities long before it ever hits a comment thread. Empower your real fans; they often market you better than paid partnerships.
- Real connection still wins.
Whether you’re partnering with creators or writing your own content, the goal isn’t perfection; it’s resonance. That moment someone feels seen or understood by your brand? That’s the magic.
- You don’t have to be an influencer to use influencer strategies.
Show up honestly, consistently, and in alignment with what you care about. Trust builds over time and pays off more than any viral moment.
Don’t Sleep on User-Generated Content (UGC)
Even if someone doesn’t identify as an influencer, the content they create about your brand still matters. UGC (user-generated content) is any content your audience or customers create organically: photos, videos, reviews, stories, or testimonials. And it’s gold.
Why? Because it’s real. It feels trustworthy. It doesn’t look like an ad, even when it functions like one. People love seeing real people using the products they’re considering.
Here’s how to encourage and use UGC (ethically and effectively):
- Always get permission before reposting or sharing. Seriously. Even if it’s a public post – ask. Consent builds trust, and it’s the right thing to do.
- Feature UGC on your website, in your emails, or in highlight reels. Give credit clearly and generously.
- Create hashtags, prompts, or contests that invite people to join in and make it fun for them to participate. Engage with your people on your socials and in DMs, even if no one else sees it.
- Offer small rewards or shoutouts. It doesn’t always have to be cash – a fun giveaway and recognition go a long way.
The goal isn’t to turn your customers into spokespeople. It’s to celebrate them and make them feel seen and valued for being part of your community.
User-generated content is your community’s love letter to your brand. Your job? Celebrate it, spotlight it, and let your fans shine.
A Few Ways to Work with Influencers
Whether you’re a product-based business, a service provider, or a mission-driven org, you don’t necessarily need a massive budget to start exploring influencer marketing. But you do need clarity and intentionality.
Here are a few approachable ways to begin:
- Work with an influencer marketing agency.
Not my specialty, but I can help you ask the right questions. Agencies can help you find, vet, and manage influencer relationships at scale.
- Partner with people who already love your brand.
Your biggest fans are often your best ambassadors. Reach out to loyal customers, repeat buyers, or people already tagging you in posts. They’re often thrilled to collaborate, and way more authentic than a cold outreach.
- Use gifting as a low-pressure intro.
Send your product to creators who align with your brand (with no strings attached). If they love it, they may share it organically. If they don’t post, you’ve still made a positive impression. Just be clear upfront that there’s no obligation.
- Run affiliate or referral programs.
Give influencers (or even customers) a unique code or link that earns them commission or rewards. It’s a great way to track performance and build loyalty.
- Offer exclusive content, early access, or co-branded collabs.
Creators love feeling like partners, not just promoters. Collaborate on a limited product, a guest post, or a joint giveaway.
- Create long-term partnerships – not just one-off posts.
The more an audience sees a creator genuinely using your product over time, the more believable (and valuable) the endorsement becomes.
Resources for Businesses Exploring Influencer Marketing
Collabstr’s annual Influencer Marketing Report provides brands with up-to-date data on market trends, influencer rates, platform shifts, and audience insights.
A comprehensive hub offering everything from how-to guides and campaign benchmarks to influencer discovery tools and industry news.
Statista – Influencer Marketing Statistics
Statista offers reliable, up-to-date statistics on influencer marketing spend, audience demographics, and platform popularity.
Ready, Set, Grow.
Influencer marketing is a fascinating piece of the marketing puzzle, but it’s just one part of a much bigger picture. This article is meant as a friendly primer to help you get your bearings and point you toward solid resources if you want to explore further.
If influencer marketing feels like your next step, the resources above will help you connect with the right people and tools to get started. While I don’t run influencer campaigns myself, I do help brands show up clearly, consistently, and compellingly, so when the spotlight hits, you’re ready.
From sharpening your messaging and visual identity to building out social content, storytelling, and ethical ads that don’t make you cringe, I’ll help you build a marketing ecosystem that actually grows your business (not just your likes).
Reach out anytime to get started.