I remember that about eight years ago, it was quite common for investment in influencers to be included as a line item in a media planning spreadsheet. Campaigns had predefined budgets and channels, and influencer profiles were treated as just another advertising space. What dominated was the smiling photo holding a product, the catalog-style feed, the romanticized lifestyle, and the creator’s aspirational image. Especially after 2019, this landscape began undergoing constant transformations, bringing adaptations and uncertainties. But here I want to reinforce a personal conviction – influence has never been more PRable! I’ll explain why below.
The transformations of influence
In 2019, TikTok transformed influence. The social network focused on short videos and individual content consumption placed creativity at the center and required creators to adapt – the platform left little room for entirely commercial formats. So, between one dance trend and another, influencers had to find ways to incorporate branded content more naturally.
A year later, this need for adaptation became even stronger. The pandemic caused a major disruption, and audiences began demanding more authentic, down-to-earth content, with credibility and purpose. In addition, the arrival of Reels on Instagram and Meta’s official announcement that videos would be prioritized by the algorithm also changed how influencers produced content. The new format required sponsored content to feel more natural. After all, audiences wouldn’t watch a video that was entirely focused on selling something, right? As a result, the famous product photo, once so prominent, began losing its place in this ecosystem.
That was a lot of change in a short period of time, but influencers handled it well! In 2022, Hootsuite showed that Brazil was the country where content creators had the greatest influence on product purchases. That same year, the conversation around the Creator Economy gained momentum. And none of this happened by chance! Our creators not only overcame the challenges but also drove a transformation in the communications market. They understand the role they play and, as a result, now prioritize their reputation, their narrative, and what works for their audiences. The previous model, in which influencers sold space on their profiles to brands, is over. It has given way to co-creation.
The power of storytelling
Amid these transformations, it became clear to influencers that brands need to adapt to their narratives, not the other way around. A content creator’s creative approach is their greatest strength, and they cannot allow interruptions in their content simply to promote a campaign or product. The power of influence now lies in building a story through a partnership between brand and creator, in a natural way and without an overly commercial appearance. Completely aligned with the essence of PR!
This opens up many exciting possibilities for us PR professionals. Regardless of the nature of the initiative – sponsored content, product exchanges, or seeding – all of them become stronger when supported by a strategic attribute we’ve always mastered: building cohesive, consistent narratives that move people and make an impact.
Relationships
A 2022 study by YouPix in partnership with Nielsen found that the longer a campaign with an influencer lasts, the greater the return in results. In addition, we’re operating in a context where influencers are becoming increasingly selective about their partnerships. In other words, to achieve consistent frequency, it’s necessary to invest in long-term relationship strategies with content creators. After all, it’s much easier to co-create with them when we maintain close relationships and show genuine interest in their work.
This approach to relationship management, focused on building narratives, has everything to do with PR, doesn’t it? Let’s explore it!
#MaisInfluencia
Beyond strategies involving content creators, there are other areas to explore, such as companies’ internal influence. All of this, of course, in service of corporate reputation.
And did you know we do all of this here? Click here to learn more.
Pâmela Carvalho
