Are Influencers the Future of Advertising?

Is influencer marketing the new normal for brand advertising? Studies show that social media has surpassed all other platforms as the world’s biggest advertising channel. Influencer marketing has been a go-to strategy for major brands in recent years, but in 2025, it has soared to become one of the most powerful tools in brand promotion across a variety of businesses.

What sets influencer marketing apart from other tactics is its ability to bring authenticity and relatability to a campaign—something traditional strategies often lack. Consumers tend to trust recommendations from influencers they already follow and engage with, making influencer-driven promotions highly effective.

However, despite its success, influencer marketing does come with its risks, particularly when it comes to choosing the right influencers to represent a brand and the way in which the brand and influencer collaborate. With both successful and failed campaigns out there, it's crucial to understand the potential risks and rewards before diving in. Editor Dr. Rabby Fazla provides valuable knowledge on the benefits of influencer marketing in their book Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity (ISBN: 9798369377734).