Influencer Marketing

You’ve launched your brand, but your influencer outreach is falling flat — and that’s okay. The creator economy is crowded, and lack of response isn’t a reflection of your product. It’s a signal to pivot your strategy.

Influencer marketing isn’t dead—it’s evolving. From tribal leaders to TikTok creators, human influence is timeless. What’s fading is outdated execution. To stay relevant, brands must embrace authenticity, emotional connection, and creators with real voices—not just follower counts. Adapt to changing platforms, but never forget: influence is rooted in human behavior.

In 2025, the creator economy and influencer marketing have reached a tipping point, transitioning from a "nice-to-have" to an essential brand strategy. Marketers are now investing in long-term partnerships, focusing on more sophisticated measurement, and leveraging influencers across industries like B2B, healthcare, and politics. The professionalization of influencer marketing is seen in smarter influencer identification through AI tools and a shift from follower count to engagement rates and audience demographics. However, measuring ROI remains a challenge, leading brands to integrate paid media amplification, making influencer content easier to track and optimize.

Perfect for small businesses breaking into local markets or global brands targeting specific demographics, nano and micro-influencers provide a flexible and precise approach to marketing. In today's world, where trust and authenticity are paramount, smaller influencers are proving that sometimes, less really is more.

As the internet becomes more saturated, consumers are gravitating toward niche spaces and personalized content. This shift is particularly evident in influencer marketing, where brands are increasingly moving their dollars from macro influencers to micro influencers, and from broad-reach campaigns to hyper-local creators. In this blog, we explore why hyper-local influencers are gaining traction and how they can help brands create more meaningful, targeted connections with their audience. Learn why the future of influencer marketing is all about going local!

Influencer marketing is essential for any brand's strategy, but deciding whether to manage it in-house or outsource can be challenging. This article explores the benefits and drawbacks of both approaches, highlighting how platforms like Crafted streamline in-house operations. Discover how Crafted bridges the gap by offering creative ownership, streamlined operations, expert guidance, and cost efficiency, making it easier for brands to control their campaigns while reducing costs. Learn how combining agency strategy with Crafted's execution can maximize your influencer marketing impact. Ready to optimize your approach? Find out more about Crafted's innovative solutions.

We’ve seen hundreds of ad briefs from clients across industries. We’ve analyzed them all — identifying patterns and measuring video quality output. Through this process, we’ve decoded the secret behind crafting the best ad brief that yields exceptional results, generating quality UGC ad creative that converts. And we’re sharing our secrets! Follow these steps to crafting winning video ad creative briefs to ensure creators are aligned to create scroll-stopping, clear, and authentic content that drives engagement and sales.

From influence budget setting to negotiating rates with influencers - check out this quick guide on the cost of influencers for how to think about the ever elusive world of influencer marketing budgeting.