Full Details of the Shift
Background & Landscape
- For several years, influencer marketing — partnering brands with individuals who have large social‑media followings — was a central pillar of digital strategies. Research shows that in 2023 the global influencer‑marketing industry was valued at about US$21.1 billion. (MDPI)
- At the same time, online communities (forums, niche interest groups, brand‑led communities, social‑platform fandoms) have grown in significance. These are groups of people who interact around shared interests, brands, products or lifestyles — often peer‑to‑peer rather than “from influencer to audience”. (LinkedIn)
- The research shows several key trends:
- Consumers are increasingly favouring recommendations from “people like them” (peers) and authentic community discussion rather than polished influencer endorsements. For example, one article reported: “76% of consumers trust content shared by people like them more than branded content.” (RSIS International)
- Engagement with mega‑influencers is declining in some categories, while micro‑influencers or community‑based voices are becoming more important. For example: “Posts by micro‑influencers often see higher engagement (2–7× higher) than macro‑influencers.” (bostonbrandmedia.com)
- Research into influencer vs community dynamics suggests that although top influencers still have reach, the mechanism of influence is shifting: community‑based content and peer validation appears to generate deeper loyalty and trust. (Frontiers)
- The article in Vogue Business (“Inside Beauty’s digital hype chase”) described how, in the beauty sector, influencer‑led model is facing headwinds: consumer trust is shifting toward community‑led and relatable content. (Vogue Business)
Key Data / Findings
- According to the International Journal of Research and Innovation in Social Science: brands with active user communities reported 30‑50% higher customer retention. (RSIS International)
- According to “Effects of Influencer Marketing on Consumer Behaviour”: influencer marketing still offers strong reach and trust, but the question of long‑term brand relationship and loyalty remains less well supported. (MDPI)
- Rise of niche “micro‑influencers” and “micro‑communities”: one source notes micro‑influencers with 1,000–100,000 followers generate higher engagement because their audience feels closer and more like a community. (impact.com)
Interpretations of the Shift
- Trust & authenticity: The greater the perceived commercialisation (paid posts, celebrity endorsements), the more consumer scepticism. Community‑led content tends to appear more genuine, as peers share experiences rather than marketers pushing messages. For example: “Consumers are increasingly wary of cash‑generated big‑figure endorsements and therefore trust friends/family/community more” (Vogue Business). (Vogue Business)
- Engagement depth vs reach breadth: Influencers may provide high reach, but communities provide deeper engagement and often sustained interaction. For example, community members actively contribute, discuss, share—creating a brand‑ecosystem rather than one‑way broadcast.
- Shift to micro/hyper‑niche environments: Rather than aiming for “one huge influencer”, many brands target smaller creators and community hubs where the conversation is more focused, and the audience more specialised.
- Platform and algorithm changes: As social platforms evolve and algorithms favour content that generates interaction, community‑driven UGC (user‑generated content) and peer sharing gain more organic traction than polished influencer posts which may feel less interactive.
- Measurement & ROI concerns: While influencer marketing still shows ROI, measuring long‑term brand loyalty and community value becomes more complex. Some research emphasises the need to include community metrics (retention, advocacy) rather than purely short‑term campaign metrics. (RSIS International)
Are Influencers “Losing Ground”?
- It’s not that influencers are disappearing — the influencer economy continues to grow and evolve. But the role of “mega‑celebrity influencer as the star of the show” is being questioned; the market is shifting toward authenticity, community engagement, micro‑influencers and community built around interests.
- For instance, the Vogue Business article notes that “beauty discovery via influencer engagement now stands at 22% (decline), while discovery via friends/family/community is 36%.” (Vogue Business)
- So while influencers are still valuable, their dominance may be less assured; brands are rethinking how to integrate them into broader community strategies rather than relying on influencer only.
- The shift suggests: Influencers → Micro‑influencers / Creator community → Brand‑led community ecosystems. The “influencer” model is transforming rather than vanishing.
Implications for Brands & Marketers
Strategic take‑aways
- Balance influencer and community investment: Don’t rely solely on influencer posts; invest in building and nurturing communities (forums, brand groups, niche interest networks) that deliver long‑term engagement, advocacy and loyalty.
- Select influencers with community roots: Micro‑influencers or creators who already have engaged communities (rather than just large follower counts) may deliver better results. Their audiences trust them more and engage with their content more deeply.
- Leverage community dynamics for authenticity: Encourage user‑generated content, peer discussions, brand‑facilitated community hubs. Brands can embed themselves into conversations rather than only ask creators for a post.
- Design measurement frameworks accordingly: Include metrics beyond reach—such as community growth, retention, advocacy (UCG shares, discussion volume), brand sentiment, conversion over time.
- Content and creative strategy: Content for communities tends to be more participatory (Q&A, discussion prompts, shared experiences) than broadcast. Brands should craft content that helps community members co‑create, participate, and feel ownership.
- Platform selection & algorithm awareness: Platforms that support community formats (Discord, Reddit, niche sub‑groups, chat, live streams) may yield higher value than simple influencer posts on Instagram.
- Long‑term brand value rather than quick hits: While influencer campaigns can deliver spikes (awareness, conversions), communities support sustained relationships, advocacy and brand health over time.
- Anchor influencer campaigns with community support: Use influencer to bring new audience in, but funnel that into the community—so the audience stays and engages, rather than one‑off reach and disappears.
Risks & Challenges
- Building and moderating communities takes time and resources: having forums or brand groups is not automatically beneficial if they’re inactive or unmanaged. Research flags community‑management as a challenge. (RSIS International)
- Oversaturation of influencer content: If too many brands use the same influencers, or content feels repetitive/inauthentic, fatigue sets in and engagement falls.
- Measurement difficulty: Community value (advocacy, loyalty) is harder to quantify than clicks or impressions.
- Brand fit matters: If the community doesn’t align with the brand’s values or audience, investment may fail to produce results.
- Platform risk: Communities exist on platforms subject to change (policy, algorithm, moderation) which can disrupt brand strategy.
Case Study Highlights
Beauty Industry—Community over Big Influencer
- According to Vogue Business, in the beauty sector, brands emphasising community‑led engagement (user‑generated content, niche creators, peer sharing) are performing better than those relying only on celebrity influencer campaigns. For example, a brand that emphasises authenticity, invites community participation and focuses on cultural relevance is doing better. (Vogue Business)
- The article reports beauty‑discovery via influencer engagement dropped to 22%, whereas via friends/family/community rose to 36%. That suggests a shift toward peer/community influence.
Micro‑Creator / Niche Community Strategy
- Research (impact.com article) shows brands shifting budget from macro‑influencers to micro‑creator partnerships, citing that micro‑creator posts generate 2.4‑6.7× higher engagement than brand content. (impact.com)
- The BostonBrandMedia article describes how niche online communities (on Reddit, Discord, Instagram niche tags) are proving more effective at engaging audiences and building loyalty than broad influencer campaigns. (bostonbrandmedia.com)
My Commentary & Perspective
- I believe we are seeing a maturation of the digital‑marketing ecosystem. The early phase where influencers were a breakthrough tactic (reach, novelty) is giving way to a more evolved phase where community and trust matter more for long‑term brand health.
- Influencers are still relevant — especially where reach and awareness are needed — but brands must embed influencer tactics within broader community strategies. The question is no longer “Should we use influencers?” but “How do influencers integrate into our community ecosystem?”
- One of the biggest shifts is consumer scepticism: audiences are more aware when influencers are paid or sponsored; they trust peer‑to‑peer recommendations more, and community validation carries weight. Brands that ignore this risk losing engagement.
- Another dimension is platform fragmentation and attention economy: With so many channels and so many creators, standing out requires more than a “one‑large‑influencer” approach. Micro‑creators plus community help brands speak to niche audiences effectively.
- My view: For brands during 2024‑25, the “winning” model will look like this:
- Build a brand‑led community (or tap into existing communities) where users interact, share, recommend.
- Use micro‑influencers/creators who are trusted within their niche to bring new members or amplify messages.
- Use macro influencers sparingly as brand‑broadening tools, but not as the only pillar.
- Measure for long‑term brand health (community growth, engagement depth, advocacy) not only short‑term campaign metrics.
- Challenges remain: community building is resource‑intensive; some brands may lack internal capability; measuring community ROI is harder; ensuring authenticity is genuine is harder than ever.
- I’d caution: this doesn’t mean “stop using influencers” — it means evolve. If a brand moves entirely away from influencers without replacing that function (awareness, third‑party credibility) it may miss out. But if a brand relies heavily on big‑name influencers and neglects community, it risks decreasing returns.
- Here are three detailed case studies illustrating how the shift from influencer marketing toward community‑driven strategies is playing out, followed by commentary and lessons learned.
Case Study 1: Glossier — From Influencers to Community‑Driven Marketing
Overview
Glossier, a beauty brand originally built around a blog and social buzz, is a classic example of combining influencer seeding with an emphasis on community and user‑generated content. Their strategy: engage micro‑influencers and everyday users, encourage UGC (user‑generated content) and foster a sense of belonging rather than simply paying large celebrities. (Sophia Apenkro Blog)
What they did
- They leveraged micro‑influencers and customers sharing their product experiences via the hashtag #glossier. (Sophia Apenkro Blog)
- They embedded community listening: product development drew on user feedback (for example the Milky Jelly Cleanser was modelled from customer insights) — a form of community‑driven innovation.
Results
- Significant growth: one source cites ~600% increase in sales within a few years of launch. (Growett)
- Engagement metrics: UGC posts, strong community participation rather than just polished influencer posts.
Why this matters
- While influencers still played a role, the brand moved toward community as co‑creator rather than just audience.
- This approach builds loyalty, repeat purchases, stronger brand relationship rather than just “one campaign = awareness”.
Lessons
- Brands should consider the community (users, customers, micro‑creators) as part of the content engine, not just one‑time influencer endorsements.
- Measure beyond reach: look at how many users engage, contribute content, feel part of the brand story.
- Community feedback loops (listening, product iteration) enhance authenticity.
Case Study 2: Shift in Beauty Industry — Macro Influencers Losing Some Ground to Communities
Overview
An article by Vogue Business (“Inside Beauty’s Digital Hype Chase”, July 2025) highlights how in the beauty category a shift is underway: discovery via influencer engagement is declining, while community/friends‑family discovery is rising. (Vogue Business)
Key Insights
- According to the article: influencer‑led discovery in beauty stands at ~22% (a decline), whereas discovery via friends/family/community is ~36%. (Vogue Business)
- As audiences grow more skeptical of celebrity endorsements, brands are pivoting toward community‑led content, UGC, micro‑creators, and IRL activations (pop‑ups) that drive shareable community moments. (Vogue Business)
What this means in practice
- The article cites brands that prioritise two‑way communication: responding to feedback, encouraging user content, offering immersive experiences (pop‑ups) rather than purely paid influencer placements.
- For example, where once huge influencer‑driven campaigns dominated, now micro‑communities, brand‑hosted events and peer sharing are more emphasized.
Lessons
- Influencer marketing is not dead, but the model is changing: large celebrity endorsements may bring awareness, but deeper brand‑community engagement drives trust and retention.
- Brands that rely only on influencer reach may find diminishing returns; those that build community and authentic peer‑driven content may gain more sustainable advantage.
- Authenticity and participation matter: audiences want to feel part of something, not just be spoken to.
Case Study 3: Refy Beauty — Community‑Focused Strategy in Fashion / Beauty
Overview
A fashion‑beauty brand (Refy Beauty) adopted a community‑based marketing model rather than heavy influencer‑endorsement alone. The brand invited community members to an exclusive trip with the co‑founder, created a sense of belonging, leveraged their community for feedback and user‑led storytelling. (POLARIS)
What they did
- They selected 8 members of their community for a branded trip with founders — not necessarily celebrities.
- They used community‑generated content, direct involvement of users in brand experience, rather than purely influencer posts.
Why this matters
- It demonstrates that brands can cultivate loyalty and authenticity by engaging users as part of the brand experience.
- This strategy creates content (participants post about the trip, share their experience) that feels more organic and credible.
Lessons
- Marketing budgets often go to large influencer fees; community‑based strategies might cost less but create more authenticity and shareable content.
- Identify your active community members (not just high‑follower influencers) and invest in them.
- Use brand experiences (events, trips, feedback sessions) to convert community into advocates.
Commentary & Overall Observations
- There is a clear shift: while influencers (particularly macro‑Influencers) still have value in reach, the effectiveness of community‑based content, peer‑recommendation and authentic user stories is growing.
- As the Vogue Business article shows, discovery via “friends/family/community” is now outpacing influencer‑led discovery in certain categories. (Beauty is a bellwether) (Vogue Business)
- Influencer marketing fatigue: Consumers are more savvy; many influencer posts feel paid and less authentic. One Reddit user noted:
“Community marketing is many to many, influencer marketing is few to many… … being authentic is your target …” (Reddit)
- The community approach supports engagement depth, loyalty, UGC, advocacy, rather than just one‑off reach spikes.
- Brands should see influencers as part of a broader ecosystem (influencers → community → brand advocates) rather than the sole pillar.
- Measurement needs to evolve: Almost all influencer campaigns measure reach/impressions; community strategies also need retention, advocacy, repeat purchase, user participation.
- Risk of neglecting influencers entirely: The Business Insider/CreatorIQ data shows that influencer content still generated huge earned‑media value for top brands (Spotify, Netflix etc). (Business Insider) So influencers aren’t dead—they’re evolving.
- The real question is how influencer tactics integrate with community building, not whether one replaces the other. Think of: influencer for initial reach → community for staying power.
- For smaller brands or emerging categories, community‑led strategy may offer better ROI: lower cost, more authenticity, more loyal users.
Practical Takeaways for Marketers
- Audit your current influencer spend: Is it generating new users/leads or just “reach”? What is the engagement and follow‑through?
- Invest in building or nurturing a community: forums, brand ambassadorship, user‑led content, feedback loops.
- Choose influencers not only by follower count but by how embedded they are in smaller communities and how engaged their followers are (micro/nano‑influencers).
- Encourage UGC and peer sharing: incentivize users to post, share stories, be part of the brand.
- Create experiences (digital or IRL) that bring community together, promote participation and ongoing connection.
- Measure community metrics: growth of brand community, repeat engagement, user‑initiated content, conversions from community vs influencer.
- Integrate influencer campaigns into the community ecosystem: e.g., when you run an influencer campaign, ensure it links into your community (invite followers to join, start a discussion, create a branded group).
- Be authentic: Avoid placements that appear purely transactional; let brand narrative and user voice lead.
- Keep an eye on emerging platforms: niche communities, live chat groups, brand‑led hubs rather than just Instagram/TikTok influencer feeds.