Insights on The Evolution of Influencer Marketing with Unilever, Snapchat, Amazon, and More

Last month, MG Empower hosted another edition of our roundtable dinner at the Brasserie of Light in London, bringing together leaders from top brands such as Unilever, Snapchat, and Amazon alongside some of the industry’s key influencers and content creators. The topic of discussion was “Beyond the Post: Uncovering the Evolution of Influencer Marketing,” with the evening welcoming engaging conversations on the transformation of influencer marketing—from its beginnings to today’s multi-channel, impact-focused strategies. 

Here’s a look at the key insights we uncovered.

The Expanding Role Of Influencer Marketing

Influencer marketing is no longer just about likes and shares. The roundtable discussions revealed a new approach where the influencer marketing journey doesn’t simply end with a post; it begins with one. Our guests highlighted the need for brands to go beyond vanity metrics, focusing instead on long-term engagement, trust-building, and meaningful connections with consumers.

As social media evolves, brands are pivoting from one-off collaborations to establishing deeper, sustained partnerships with creators. This shift is catalysed by the realisation that influencers have become more than just a promotional tool—they are central to cultivating brand trust and enhancing the customer journey.

Key Themes Explored at the Roundtable

1. The Power of Distribution

A recurring theme was the importance of distributing influencer content across multiple platforms to ensure consumers encounter brand messages at various touchpoints. This multi-channel approach not only maximises impact but also builds authentic, lasting relationships. As Tati Lindenberg from Unilever noted, “It’s no longer just about the brand’s voice—it’s about elevating the voice of the community.” This shift underscores how brands are moving towards audience-driven engagement to foster deeper connections.

2. AI as a Creative and Analytical Tool

AI is revolutionising the influencer marketing landscape, helping brands and creators identify trends, streamline content creation, and refine targeting. Rather than relying on purely digital avatars, many are turning to practical AI tools, like video editing and content discovery, to enhance the creative process. Ruby Furby from Panasonic stressed that it’s not just about tracking metrics; AI also provides insight into an influencer’s values and how well they align with the brand’s purpose, allowing marketers to foster more authentic collaborations.

3. The Role of Private Channels in Building Community

Private channels such as group chats have emerged as intimate spaces where influencers connect with their most dedicated followers. These communities foster a stronger sense of belonging and offer brands a valuable channel to nurture trust and loyalty. Jess Chatterton from Selfridges highlighted that, in today’s landscape, co-creating with influencers and incorporating them into the brand’s core culture has become essential for creating a seamless brand experience.

4. Distinguishing Influencers from Creators

A key insight was the growing distinction between influencers and content creators, each playing unique roles in brand strategy. Influencers are particularly effective at driving broad reach, while creators focus on delivering high-quality, targeted content that resonates with specific audiences. 

Our roundtable discussions highlighted the importance of balancing these roles to meet varied campaign objectives, emphasising tailoring strategies to achieve broad awareness and niche engagement. As Emily McDonnell from Snapchat shared, “I don’t use the word influencers anymore, I use creator. And I don’t think influence has the same value anymore… it’s all about creating content that brings value.” This aligns with recent findings from Kantar, which reveal that 80% of Gen Zers and 77% of millennials perceive brand partnerships with creators as “more organic” compared to those with influencers, highlighting the appeal and authenticity that creators bring to the table.

5. Multi-Platform Storytelling

As influencer marketing expands, brands are embracing storytelling across a wider variety of platforms beyond traditional social media. Podcasts, newsletters, and Connected TV are emerging as critical mediums, allowing influencers to tell stories in ways that reach new audiences. Our guests agreed that creating multi-platform narratives enables brands to expand their presence and deepen their connection with audiences across diverse channels. According to Jess Chatterton from Selfridges, the future lies in “co-creation… it’s not only about us.” This view highlights how storytelling across platforms creates opportunities for brands and influencers to co-develop content that is deeply relevant, resonating with audiences and enriching their brand experience.

Emphasising Performance and Impact

As influencer marketing budgets in 2024 were projected to be roughly 15% larger than in 2023 (eMarketer data), brands are increasingly focusing on ROI to justify these expanding investments. This shift towards performance-driven campaigns aligns with a growing demand for measurable results, driving many brands to adopt advanced frameworks. MG Empower’s proprietary measurement framework exemplifies this evolution by moving beyond superficial metrics to assess the genuine business impact of influencer partnerships, offering a more comprehensive understanding of each campaign’s success.

Yet, it’s not all about numbers. Our roundtable discussions highlighted the importance of authentic messaging and community impact. Brands are moving away from a purely transactional view of influencers, recognising the value of content that resonates deeply with audiences rather than focusing solely on sales.

A New Era of Long-Term Brand Partnerships

The dinner concluded on a powerful note: influencer marketing today is about building long-term, meaningful partnerships. By engaging with influencers sustainably, brands can foster ongoing trust and create lasting connections with their audiences. This strategy mirrors the “share of mind” approach long championed by traditional media, bringing a timeless principle into the digital age. Our guests agreed that cultivating enduring influencer relationships could redefine brand loyalty and advocacy.

Conclusion: Beyond the Post

Influencer marketing is an ever-evolving field, and it’s clear that brands are now looking “beyond the post” to form strategic, long-lasting partnerships that resonate on a cultural level. MG Empower is committed to staying at the top of this evolution, helping brands harness the power of influencer marketing to create impactful, memorable experiences that resonate far beyond social media.

The conversation we started at this roundtable will continue to inspire our approach as we champion a new era of integrated marketing that places community, creativity, and long-term impact at its core. Connect with our team today to discover how our comprehensive strategies can elevate your brand’s influence across every platform.