Influencer marketing has long been more than just a fleeting trend — it has developed from a niche phenomenon to an integral part of modern brand strategies. But instead of mega influencers with an audience of millions, more and more companies are relying on quieter but more effective voices: nano and micro influencers who cultivate real relationships with their community with approachability, personality and authentic presence. This is precisely the sweet spot in today's social media world: trust on equal footing — honest, tangible, relevant. More and more brands are investing specifically where real relationships are created. Where people not only follow but also believe.

Levin Lange, team lead influencer marketing at adlicious, explains why this is crucial right now. With over ten years of experience in the marketing industry, he supports influencer campaigns for global FMCG companies and beauty retailers. From classic product placement to TV spot production, he has successfully implemented numerous collaborations across various platforms. Despite — or perhaps because of — his professional proximity to the industry, he likes to be personally inspired by influencers and buy products that they recommend. From his experience, he knows what is important in influencer marketing today:

Trust is the new currency

“People don't buy what you do — they buy why you do it.” This oft-quoted sentence applies particularly to influencer marketing. According to the Digital Marketing Institute, 63% of consumers trust influencer recommendations more than traditional advertising — a clear signal to brand managers. Trust is not created through glossy brochures, but through genuine closeness, recognition and personality. This is particularly effective when consumers can identify with influencers — 61% say exactly that. It is not about perfect presentation, but about authentic connections.

Addressing target groups with instinct — and intuition

Influencers speak the language of their community — directly, personally, without PR phrases. Micro-influencers in particular are characterized by a high interaction rate. They are not distanced advertising partners, but look like good acquaintances or digital confidants. This communication on equal terms is a real asset: brand messages that are played out via influencers don't have an effect — they feel organic. This creates closeness instead of advertising fatigue, commitment instead of defensiveness.

Storytelling instead of slogans

People love stories — and influencers deliver them. Instead of clumsy product placement, they create contexts: a scent in the morning routine, a snack in the office, a tool in everyday life. The product becomes part of a credible narrative, not a foreign object in the feed. This emotional charge makes brands tangible. And that is measurable: Influencers have a lasting impact on the behavior of their community — not through pressure, but through genuine recommendations with face and feeling.

More than reach: feedback

Of course, range also plays a role — but not at any price. Today, the quality of the community counts more than just the number of followers. Working with influencers opens up new target groups, increases brand awareness and strengthens your own visibility in relevant channels. The majority of marketers are already using influencers in their marketing mix — and the trend is rising. Because what is disseminated via influencers has an impact — and often also viral potential.

Young, fresh, relevant: The new brand image

If you want to end up with Gen Z, you have to speak their codes — and they Know. Traditional advertising often bounces off here, while influencers create closeness and identification. It's no wonder that 45% of Gen Z would rather buy products they've seen from influencers than those from traditional advertising channels. Influencer marketing rejuvenates brands — not through delusions of youth, but through relevant communication.

Conclusion: Influencer marketing works — because it looks honest

What remains is a clear picture: Influencer marketing is not a trend, but a response to changing communication behavior. Brands that want to be successful today must meet people where they are open — in their everyday digital lives, in familiar voices, on equal footing.

adlicious helps you find exactly these voices — and use them strategically wisely. With an eye for the big picture and a heart for real stories. Ready to make an impact together? Then click here for our contact form.

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