Where influence hides: in conversations, not campaigns

Influencer marketing doesn’t need another cheerleader. The hype cycle has run its course. By now, we know the playbook: branded content, a creative twist on the strategy, product mentions carefully disguised as spontaneous enthusiasm.

We’ve also seen the fatigue. Followers tune out. Algorithms get in the way. Brands wonder if it’s worth the spend. And yet something interesting happens when the conditions are right.

Influence is rarely immediate

A recent study reminds us of something that often gets lost in campaign dashboards: the ripple effect. Not the direct impact of an influencer post, but what comes after. The conversation it sparks. The silent referrals. The screenshot that gets sent to a group chat.

This is where influencer marketing occasionally transcends its format. Not because it goes viral but because it goes personal. A trusted voice shares something that resonates, and a small chain reaction begins. Not always big. Not always measurable. But real.

Word-of-mouth still outperforms the algorithm

There’s a reason marketers still talk about word-of-mouth as the holy grail. It’s not scalable on demand, but when it happens, it outperforms nearly everything else. The catch? You don’t control where or when it shows up.

But influencers (in some cases) can help set that process in motion. Especially when they’re chosen for their credibility, not just their reach. When they speak to a niche that listens. When what they say aligns with what the brand stands for and doesn’t try too hard to sell it.

The subtle side of influencer marketing

Influencer strategies have come and gone in our work. Sometimes quietly effective, other times leaving no real trace. Not because the person wasn’t right, but because the moment wasn’t. Or the story didn’t land. Or it just didn’t matter enough to anyone watching.

Still, every now and then, something clicks. Not in a dashboard, but in the way people talk about it afterward. A comment. A share. A mention that makes you realise: this lived beyond the post.

We’re not here to glorify the influencer economy. But we’ve seen how it can open doors that other tactics don’t. Not with noise, but with nuance. And in a landscape that’s constantly optimising for more of everything, that kind of ripple effect is worth holding onto.