Influencers… Losing Influence?

It was an easy way for firms to promote their brands or services: Grab a bunch of influencers. And finding a new source of income—if not a new career—was great for legions of those influencers.

But as a form of marketing, social influence may be quietly waning, a surprise development given how important influencers remain in other arenas. In a recent ranking of 2025 marketing-budget spends, social influencers and related events fell on the priority list from fourth and sixth place, respectively, in 2024 to eight and tenth place in 2025, displaced by niche marketing efforts like ads in digital trade journals and advertising at webinar events. “The mass appeal of influencers is no longer as impactful,” says Peri Z. Hansen, sector leader in consumer products for North America at Korn Ferry.

To be sure, data on marketing budgets varies from survey to survey, and sometimes within those surveys. But consumers’ trust in social influencers is flagging. A 2023 survey of 1,000 US consumers found that just 12% were inclined to purchase a product pushed by an influencer; meanwhile, 90% were willing to buy products recommended by other online users, or by friends and family. Many consumers are simply experiencing influencer overload. “The sheer number of influencers matters,” says Hansen. “In a sea of voices, how can customers distinguish which are just looking for a payday?”

Experts say that marketers are increasingly weary of tying their brands to human beings. While those collaborations go positively more often than not, a string of incidents involving illegal or outrageous behavior by influencers and brand ambassadors has led marketers to rethink their calculus. “From a risk perspective, when your brand is tied to an influencer, you’ve got less control,” says Renee Whalen, North America consumer market leader at Korn Ferry. If an influencer gets cancelled, products associated with them can also be cancelled—virtually overnight.

Even if the influencer behaves faultlessly, their current and past affiliations, as consumers increasingly dig into them, can cause trouble. “Savvy consumers are doing their own due diligence,” says Hansen. This can lead to suboptimal outcomes for brands in a variety of ways, such as customers discovering an influencer’s flimsy credentials or unearthing a decades-old problematic statement.

Marketers are certainly not abandoning influencers, many of whom hold firm sway over audiences in the tens of millions. Tying brands to internet-famous faces still allows firms to quickly tap into consumer spheres, and potentially grow customer bases swiftly. Yet marketers are shifting toward investments with dependably higher ROIs. For example, firms are increasingly attracted to customization, in which ads are tailored to individuals’ demographics and preferences. “Marketers are still figuring it all out—it’s early days,” says Whalen.

Experts note that one category of influencer is likely to continue receiving ad dollars: experts who educate consumers long-term on niche topics like fitness, nutrition, home care, and family life. “Influencers who are providing the tools with which consumers can shape their experiences inspire more trust,” says Hansen.

Learn more about Korn Ferry’s Consumer Markets capabilities.

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