If you’ve been closely watching brand events and influencer experiences by some of the biggest names this year (like I have with the Coachella brand trips over the weekend – wow, the budgets they must have!!), you’ll have noticed one thing pretty quickly: this isn’t just plain-old “payment for a post” influencer marketing anymore.
It’s full-scale brand world-building!
From exclusive VIP access and experiences for curated influential guest lists to jam-packed itineraries designed purely for content (and brand relevance), brands are investing more than ever in creating moments influencers actually want to be part of – not just post about, for a fee.
And the numbers back it up…
The latest IAB’s creator economy report estimates that global influencer and creator economy spend is now approaching $30–$35 billion and continuing to grow at double-digit rates into 2026, reflecting a sustained shift in media investment away from traditional channels and into creator-led content strategies. Research from Influencer Marketing Hub also shows that 72% of marketers plan to increase their influencer budgets by more than 50% this year.
So yes, influencer marketing is growing fast (but we already knew that!). More interestingly, it’s shifting in strategy and scale.
The end of “post and pray”
A few years ago, success in influencer marketing was largely about reach – big names + big numbers = job done?
Nope! Now, it’s a very different story.
Today, brands are far more interested in how audiences engage, not just how many people see a post. In fact, the majority of marketers now prioritise engagement and community over follower count and are shifting towards longer-term partnerships instead of one-off activations.
At the same time, influencers themselves are stepping into bigger roles – not just as content creators, but as collaborators, creative partners and even brand advisors and advocators.
Consumers can easily see through inauthenticity – if an influencer posts about a brand in a one-off ad, having never used the product before, or with no real relevancy, genuine connection or aligned values with the brand, it’s obvious! Hence, you’ll often see low engagement.
This is also key for the influencers themselves, who want to preserve integrity often only opt to work with brands where their values genuinely align – this brand ambassadorship and advocacy has worked magic for some brands with long-term influencers partnerships, and here’s why.
Why experiences are leading the shift
This is where experiential campaigns come into their own.
Because if audiences are craving authenticity (and are increasingly switched off by anything that feels overly staged), then the best way to deliver that is simple: put influencers in real, aspirational situations and let them tell the story their way.
It’s something we’ve been leaning into more and more across our own campaigns, and the impact is already clear.
Turning moments into content (and content into results)
Take Helly Hansen’s Ski Free campaign we executed this year, as an example…
Rather than just gifting product, we partnered with two ski and lifestyle creators, and dropped them straight into a stunning skiing experience with their families – sending them to Verbier and Chamonix (Helly Hansen partner resorts) for a packed, weekend itinerary on the slopes.
Lift passes, ski kit, accommodation, time on the mountain – all taken care of. The brief was simple: experience the Ski Free initiative properly, in real-life, and share it in a way that feels natural.
The result? Content that felt genuinely aspirational rather than staged, with over 180,000 in reach and strong engagement across reels and stories. Audience giveaways added another layer of interaction, while clear product callouts kept everything grounded in the brand.
What stood out most, though, was how naturally the messaging came through. When influencers are fully immersed, you don’t have to force the sell – it happens organically.
Letting influencers have creative control
We saw a similar story with our “Who I Share the Mountains With” campaign over the Winter season.
Bringing together a mix of outdoor creators, the focus was on real moments with real people, all rooted in the outdoors.
Instead of over-directing, we gave creators the space to interpret the idea in their own way, at a location of their choice and inviting their chosen plus one/s to join them. The outcome was a mix of content that felt personal, varied and, most importantly, genuinely inspiring and engaging for their specific audiences. Influencers know what their followers want to see!
Across the campaign, we delivered over 770,000 in reach, alongside consistently strong engagement and even additional content beyond the original brief – always a good sign you’ve got the balance right!
From influence to affiliation
What’s becoming clear is that influencer marketing isn’t just growing – it’s evolving.
We’re moving away from one-off posts and towards longer-term relationships, deeper brand alignment and more meaningful storytelling.
The brands that are getting it right are the ones creating experiences phttps://www.adpr.co.uk/blog/social-media/working-with-influencers-within-asa-guidelines/eople actually want to be part of – think of a money-can’t-buy brand experience, PR packages alone won’t suffice anymore!
If you enjoyed reading this blog, you may like our blog on working with influencers within ASA guidelines.