A new study highlights three key changes in influencer marketing, urging brands to rethink their social media strategies.

Did you know that a “random piece of content” from a creator can be as—or even more—influential in driving purchases than traditional marketing content?

According to a new study by Blue Hour Studios, 80% of consumers agree that such content will influence their buying decisions on social media.

This finding underscores why brands must now take influencer marketing seriously to boost their online profitability.

“Influencer marketing has evolved from a ‘nice-to-have’ into a strategic imperative, but many brands are still operating on best practices from 2015,” — says Monika Ratner, Head of Growth at Blue Hour Studios

To help brands succeed in influencer marketing, Blue Hour Studios recently conducted a comprehensive study of 1,000 social media users across various generations.

The study revealed key trends that are reshaping the influencer landscape.

1. Interests Over Demographics

What’s Changing:

Previously, brands primarily selected influencers based on demographics like age, gender, and location.

Today, however, consumers care more about shared interests and values than these basic metrics.

Why It Matters:

• An influencer’s connection to specific interests is nearly twice as impactful as traditional demographic matching.
• 78% of adults are more likely to buy from brands that align with their passions.
• 85% are drawn to content that speaks to interests transcending age.

Advice for Brands:

Focus your influencer partnerships on finding creators who naturally mesh with your brand’s ethos.

For instance, if your retail business specializes in eco-friendly products, partnering with influencers passionate about sustainability can foster a more genuine connection with your target audience.

2. Viewership Over Follower Count

What’s Changing:

The days of measuring an influencer’s impact solely by their follower count are over.

Today, success is defined by how many people actually watch and engage with an influencer’s content.

Why It Matters:

The study found similar purchase influence levels across different influencer tiers:

• Celebrity: 73%
• Macro influencer: 76%
• Mid-tier influencer: 76%
• Micro influencer: 76%

This shows that even influencers with smaller followings can drive significant engagement if their content reaches the right audience.

With a majority of views now coming from non-followers, an influencer’s ability to engage a broader audience is more valuable than their dedicated follower count.

This trend aligns with recent platform changes.

“Sends per reach and views are the most important metrics across all content types.” –Instagram Head Adam Mosseri.

Advice for Brands:

Shift your focus from merely seeking influencers with massive followings to those who can produce high-quality, engaging content.

Metrics such as video views, shares, and comments are better indicators that your message is resonating with consumers—and they can help you save money on influencer costs.

3. Active Algorithm Engagement

What’s Changing:

Social media users are no longer passive consumers; they actively shape what they see by curating their feeds to match their interests.

Why It Matters:

• More than half of respondents actively “train” their social media algorithms.
• Gen X, in particular, is very engaged in this process, meaning they are more selective about the content that appears in their feeds.
• Influencers who consistently deliver educational, entertaining, or escapist content are more likely to break through these filters and capture attention.

Advice for Brands:

To reach a broader audience, work with influencers who can create content that not only entertains but also educates or provides a unique escape. T

his approach helps ensure your message isn’t lost in the noise and truly connects with consumers.

Key Takeaway

The landscape of influencer marketing is rapidly evolving, and the traditional rules no longer apply.

“Brands need to completely revolutionize how they select and work with influencers. Instead of starting with demographic matching or follower counts, the focus should be on finding creators who authentically connect with the passions and interests that drive your audience. When an influencer’s content naturally aligns with what your target audience actively seeks out on social media, you transcend traditional marketing boundaries and become part of their curated experience.”
— Monika Ratner, Head of Growth at Blue Hour Studios

Focusing on shared interests and genuine engagement can forge partnerships that drive sales and build lasting customer loyalty.

Embrace these new rules of influence to ensure your retail brand remains at the forefront of social media marketing.