Marketing through influence has always been about forging aspirational connections. From the Spice Girls and the demigods of 1990s cinema to contemporary icons like BTS, the Kardashians, and the Kapoors, glamour and charisma have long fuelled lifestyle aspirations. In the early days of social media, the rich and famous naturally transitioned as influencers—they had the reach, and their audience was primed to idolise them.
However, today’s influential names reflect a fundamental shift in the nature of influence. Where celebrities once sold unattainable dreams, today’s creators thrive on relatability. A defining characteristic of modern influencers is their emphasis on personal narratives that go beyond curated aesthetics. They are unapologetically themselves. Faces like Ankush Bahuguna, Samay Raina, Aishwarya Subramanian, and Dharna Durga even share their struggles, vulnerabilities, and growth trajectories.
They cultivate deeper trust with their audiences through trauma bonding, a trait that particularly resonates with Gen Z and Gen Alpha, who reject airbrushed perfection in favour of real, unscripted moments. Their raw honesty fosters a sense of community, influencers make their followers feel seen and validated. No longer just aspirational figures, they are relatable individuals navigating life’s complexities. This authenticity strengthens consumer trust, reinforcing the belief that ‘if something works for them, it might work for me too.
These influencers aren’t just selling lifestyles; they are weaving products into their lived experiences through localised storytelling and authenticity, making aspirations feel within reach. From magazine covers to social media feeds, this transformation mirrors the evolution of societal aspirations—shifting from distant icons to everyday heroes. The rise of everyday heroes is evident even in the numbers where Brazil leads this change with 38.3 lakh Instagram influencers, making up 15.8% of the global share, followed closely by the United States at 37.8 lakhs (15.6%). India ranks third, with 19.9 lakh influencers (8.2%).
What does this mean for the brands? It means shifting away from purely transactional, one-off endorsement partnerships to a deeper, more emotional form of engagement. Let’s examine what can be better.
• Authenticity over randomised creativity
Rather than focusing on sheer content volume and concepts, the key lies in leveraging an influencer’s authentic life experience and expertise. A quantity-over-quality approach may gain temporary visibility, but it doesn’t build lasting loyalty. The true magic unfolds when influencers embody a brand’s ethos, believing in its philosophy as much as they promote it.
Caudalie’s partnership with Cyrus Veyssi is more than just a collaboration; it’s a union of shared values. Caudalie leverages Veyssi’s unwavering dedication to self-care and authenticity, making him an ideal brand ambassador. This alignment is fitting, as Caudalie also focuses on natural, high-quality skincare products. What Caudalie did effectively was align with an individual’s enduring values and ideals—attributes that rarely change, even in shifting environments.
One of the examples, closer to home, that faced criticism was Nitibha Kaul’s post featuring herself in a luxurious Sabyasachi x H&M outfit with impoverished people in the background, prompting accusations of exploiting poverty as an aesthetic. Many deemed the post hypocritical and insensitive, questioning the approval of such imagery by brands.
• Tap into the heart of culture; blend tradition and modernity.
Audiences today crave a stronger sense of cultural identity and belonging. They want to feel seen, understood, and connected through influencers who reflect their social, cultural, and emotional context rather than merely selling an idealised, often foreign, way of life.
There is a clear move towards less globalised content, with people wanting to see stories that reflect the diversity of South-Asian culture and society. The desire is to break free from the European quaintness, the American dream and embrace the Indian-vibrant identity.
The resurgence of Fevicol’s “Sharma Ki Dulhan” ad with 2.4 Million views and more than 1000 reels is proof that consumers are longing for shared cultural references, especially appealing to younger generations who seek to reconnect with their roots.
• Credibility to stand against the ‘de-influencers’
In an era where de-influencers don’t shy away from outing misinformation, half-baked health claims, and misleading marketing, credibility has become a brand’s greatest asset. The rise of voices like Food Pharmer Revant Himatsingka, who challenges dubious nutritional claims, and Leisha Patidar, who dismantles the illusion of influencer perfection, signals a shift toward accountability. Consumers are no longer passive receivers of brand messaging—they are scrutinising, questioning, and demanding proof.
For brands navigating the rise of de-influencing, the only way to stand strong is by aligning with influencers who come from a place of knowledge and who trade façades for transparency and information. In a world where fleeting trends are losing steam, slow and responsible content wins.
Anushka Rathod, a former investment banker from Mumbai turned prominent finance content creator, has over 20 lakh followers across social media platforms. She is celebrated for demystifying complex financial topics, making them accessible and engaging for a broad audience.
Brands can even take a cue from Dieux founder Charlotte Palermino, who built credibility before launching—becoming a go-to skincare expert by backing her recommendations with peer-reviewed research before she built her products in collaboration with Joyce de Lemos, a cosmetic chemist.
What does the future hold?
The influencer marketing segment appears to be heading for major changes, catalysed by evolving consumer expectations as well as technological advancements. Let’s examine how the future may look like as it will redefine the strategies adopted by brands to leverage influencers for their marketing, going forward.
• AI for automation, not inspiration
AI can generate captions, craft hashtags, and crunch data, but here is the reality—it can’t replicate true inspiration. In a world flooded with AI-driven content, human creativity and connection is the real differentiator. The brands that will thrive in 2025 won’t just rely on automation—they will use it to enhance their originality, not substitute it.
While AI streamlines workflows and optimises efficiency, the real impact will come from bold, novel, thought-provoking, and emotionally compelling narratives. Take Kavya Mehra, India’s first AI-driven mom influencer. Launched in 2024 to embody modern Indian motherhood, her content crafted on real-life experiences to bring authenticity, amplified through extensive media coverage still only receives 25-35 likes per post.
• Influencer incubators to fuel live-commerce
Live commerce is becoming an increasingly popular way for brands to engage with consumers in real-time, blending entertainment with e-commerce. Platforms like Instagram and Flipkart/Amazon Live lead this trend, where influencers host live sessions, showcasing products, answering questions in real-time, and creating urgency for immediate purchases.
Brands need to draw their focus here next, by moving beyond promotional posts or campaigns, brands should look for influencers who can build a consistent presence in the live commerce space and can seamlessly integrate product recommendations in their ongoing narrative.
This can be done by incubating influencers who genuinely resonate with their products and values. However, the challenge is ensuring that the live commerce experience doesn’t devolve into ‘influencer farms’, where influencers are simply acting as commercial vehicles.
Brands can get inspired by examples like Meesho, where independent sellers host live sales, or Instagram thrift stores that host live deals, showcasing the potential of this interactive, personalised shopping experience.
— Yagini Jain, associate, Quantum Consumer Solutions
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