Influencer Marketing: when trust turns into conversion

How many times have you scrolled through your Instagram or TikTok feed, watched a product review, and ended up buying it just to try it out?

I’ll admit it myself, I’ve done this M-A-N-Y times! And if you haven’t yet, trust me, it will happen sooner or later.

That’s because the power of influencer marketing when it comes to driving sales is massive. A 2023 report from GlobalWebIndex found that 45% of Millennials and 45% of Gen Z said they’d buy a product recommended by an influencer.

In this article, we’ll break down how influencer marketing can directly impact sales and how you can use it in your digital strategy.

What is Influencer Marketing?

Influencer marketing is a strategy that leverages one or more influential people in a niche or community to promote products or services.

The main goal is to connect an influencer’s image with a brand in order to generate results, whether that’s sales conversions, engagement, or building public trust.

On social media, working with influencers to promote products or services has become second nature. Who hasn’t seen a #ad or #sponsored post pop up in their feed?

But after all, who are influencers and what makes someone an influencer?

Influencers are people who use social media or digital channels to share their opinions, experiences, tips, and content on different topics.

Do influencers always have massive audiences? YES! But people with fewer followers can also have influence. That’s the case with nano influencers.

That’s why our Founder and CMO, Rafael Kiso, argues that one of the best influencer marketing strategies is turning your own customers into brand influencers, better known as UGC (User Generated Content).

That’s exactly what Boticário did, and Kiso explains more about this action in a video on his Instagram. He asks: 

“Have you ever thought about training your best customers to become creators?

That’s right.

By doing this, you gain a network of nano influencers who spread valuable content around your brand.

This is the smartest way to grow exponentially, especially since this type of content tends to be far more persuasive than a one-off #ad from a macro influencer.

When it comes to influencer marketing on social media, your most powerful influencer is your customer.

Does that make sense?”

What are the types of influencer partnerships?

There are two main types of influencer partnerships: paid media and earned/organic media.

Paid media is similar to paid traffic, but with influencers. It involves compensating creators to promote products, services, or brands, building a connection that aligns with the brand’s positioning. 

This type of partnership is common with mid-tier and macro influencers, who charge a fee to feature or talk about the brand.

Earned or organic media happens naturally, without hiring an influencer. 

This includes user-generated content from customers or influencers who genuinely see value in sharing a brand without financial compensation. In these cases, influencers may benefit from visibility, prestige, or exclusive access to events.

A great example of paid media is the sponsored carousel created by YouTuber MrBeast in partnership with the NFL, which shows how big influencers can amplify a brand’s reach when there’s a clear alignment between content and audience see the post here:

Why should you implement influencer marketing in your strategy?

When done right, influencer marketing is still one of the most powerful strategies in the digital world. To better understand its impact, let’s look at data from a YouPix and MindMiners survey conducted in 2023:

• 34% of respondents said they have a high level of trust in the opinions and recommendations of the influencers they follow, and 19% reported that their trust level is very high.
• 49% prefer influencers to post about their daily lives, while 44% enjoy tips and advice.
• 85% follow influencers on Instagram and 63% on YouTube.

When it comes to conversions, 13% have purchased a product based on influencer recommendations, 20% buy frequently, and 46% buy occasionally.

These numbers make it clear that, at least in Brazil, influencer marketing works very well for brands. Some industries, however, see even stronger results. Among the top segments where followers are most likely to buy products recommended by influencers are:

• Beauty and personal care: 57%
• Clothing and accessories: 44%
• Health and wellness: 33%
• Food and beverages: 31%
• Electronics: 29%

When an influencer has credibility in a segment that directly aligns with a brand, the chances of conversion rise significantly.

By implementing a well-structured influencer marketing strategy, brands can achieve key benefits such as:

• Increased brand awareness: influencers help generate visibility and attract attention to new products and services.
• Lead generation: well-targeted campaigns bring qualified traffic to your site or landing page.
• Sales growth: more leads mean more opportunities to convert.
• Stronger customer relationships: influencers create a more human and personal connection between a brand and its audience.

One important reminder: every paid partnership must be disclosed. By law, sponsored content has to be clearly identified, even if it’s published on a personal account. Failing to disclose can damage a brand’s reputation and may even lead to violations.

As Rafael Kiso emphasizes:

“It’s essential for creators and brands to work together to ensure advertising is done responsibly and transparently.”

Who are the biggest social media influencers in the world right now?

When we talk about the biggest names in influence, we’re not referring to movie stars or athletes with millions of followers. Instead, these are digital-first creators who build communities, shape trends, and drive real impact across platforms. 

Based on recent rankings from Rolling Stone, TIME100 Creators, Forbes, and Favikon, here are the top 10 creators and influencers of 2025.

1. IShowSpeed: crowned by Rolling Stone as the Most Influential Creator of 2025. His energetic streams and viral moments put him at the very top of global influence.
2. Kai Cenat: a powerhouse in livestreaming, breaking records on Twitch and beyond, and consistently ranking in the TIME100 Creators;
3. Alix Earle: known for her relatable lifestyle and beauty content, she became one of the most talked-about influencers of the year according to TIME;
4. Ms. Rachel: hugely influential in the children’s content niche, praised by Rolling Stone for her educational and family-friendly reach;
5. Charli D’Amelio: still one of the most relevant names in the creator economy, appearing on Forbes’ Top Creators 2025 for her consistent influence on culture;
6. Addison Rae: a digital native who has remained a brand favorite, making the Forbes Top Creators 2025 list;
7. Alex Cooper: known for her hit podcast Call Her Daddy, she continues to dominate conversations in digital media and also appears in the Forbes list;
8. Virginia Fonseca: a brazilian creator gaining global recognition, highlighted by Favikon as one of the most influential worldwide;
9. Sherin Amara: a leading digital voice from the UAE, also featured by Favikon in their 2025 Top 100 ranking;
10. Lucas Rangel: another Brazilian creator whose reach and creativity earned him a spot among the most influential in Favikon’s global list.

How to run a successful influencer marketing campaign?

Influencer marketing taps directly into the latest trends, memes, and hype that shape online culture. To get it right, you need clarity on tangible and intangible goals, the campaign’s tone of voice, budget, and timeline. 

Here are the most important steps to follow when building an influencer marketing campaign:

• Set clear objectives: define whether the focus is on building brand awareness, generating leads, or boosting sales. Be specific and measurable with your goals (for example, increasing awareness by 20% or generating 100 qualified leads);
• Research influencers: choose partners who align with your campaign’s profile by looking at their audience, niche, content style, and relevance to your brand. Beyond follower count, pay close attention to engagement levels and whether their content resonates with the audience you want to reach;
• Develop your strategy: once you’ve selected the right influencers, outline the campaign strategy. Decide on the type of content, the platforms to use, and the metrics that will measure success. Adapt the content format to the campaign’s goals, pick platforms that match your target audience, and track performance with the right KPIs;
• Track and analyze results: No digital campaign works without metrics. Monitor the campaign regularly, analyzing data such as reach, engagement, leads generated, and sales.

Key points to keep in mind:

• Content quality: prioritize high-quality content that either drives traffic back to your site or is integrated into paid ads to boost conversion and engagement. Paid ads are especially effective because they allow clickable links within posts;
• Conversions: share exclusive promo codes, affiliate links, or UTM links with your influencer partners so you can track clicks and conversions tied directly to their posts;
• Engagement: influencers with smaller followings often deliver higher engagement rates. Partnering with micro-influencers can be a cost-effective way to build strong connections with your audience, especially if your budget is limited.

How to choose and approach influencers strategically?

Selecting the right influencer takes more than a quick search. It requires thorough research to ensure the partnership makes sense for your brand. Here are some key factors to consider when evaluating influencers:

• Audience size and engagement: Look beyond follower counts. Engagement rates often give a clearer picture of how connected an influencer is with their community;
• Niche expertise: The influencer’s area of focus should align with your brand and campaign goals;
• Content style and communication: Assess whether their tone, visual style, and messaging match the voice of your brand;
• Reputation and relevance: An influencer’s credibility and alignment with your values are essential to building trust.

You can find influencers directly on platforms like Instagram, YouTube, and TikTok. However, specialized tools can make the process more efficient and reliable. 

Some of the most widely used include:

• HypeAuditor: helps you discover influencers, analyze account authenticity, review campaign reports, and even benchmark against competitors.

• Influence.me: assists with finding profiles, managing campaigns, and tracking performance.

When reaching out to influencers, always send a personalized message that clearly explains the campaign’s goals and how the influencer can help achieve them. 

The message should be concise, transparent, and focused on mutual value, highlighting the benefits the influencer will gain by participating in the collaboration.

What are the most common mistakes in influencer campaigns?

Because social media is such a democratic and accessible space, it’s also where many brands stumble, especially when it comes to advertising. Paying attention to both compliance and strategy is essential. 

Below are the most common mistakes to avoid:

1. Choosing an influencer whose communication style does not align with the brand’s positioning

When there’s a mismatch between tone and values, the collaboration feels forced and risks damaging credibility.

2. Partnering with influencers who have a poor reputation or fake followers/engagement.

Brands that don’t vet influencer authenticity may end up wasting budget and hurting their image.

3. Running campaigns with influencers who do not resonate with the brand’s target audience.

Even with high follower counts, an influencer outside of your audience’s interests will deliver poor results.

4. Failing to ensure that the influencer discloses the content as paid promotion.

In the U.S. and many other countries, regulations require clear labeling of sponsored content. Skipping this step risks legal issues and erodes audience trust.

Influencer marketing can be incredibly powerful, but trust is fragile. As Rafael Kiso pointed out in a post on Instagram, poorly executed campaigns can make people skeptical of a brand, while transparent, authentic partnerships strengthen long-term relationships:

“Whose opinion do you really trust?

Most likely other consumers’ reviews, right? But here’s the catch — when it comes to digital influencers, skepticism takes the lead.

Research shows that 47% of people distrust information shared by influencers, while only 19% say they actually trust it.”

In the post, he leaves he says:

KPIs and measuring results in influencer marketing

Measuring results helps brands evaluate the success of a campaign and make smarter decisions for future initiatives.

That’s where Key Performance Indicators (KPIs) come in. These are specific metrics brands use to assess whether their influencer marketing efforts are paying off.

Engagement

What matters more than just catching attention? Likes, comments, shares, saves, and brand mentions. The true social currency of a successful partnership.

Engagement shows the positive impact your campaign and content have on the audience.

Brand awareness

Increasing brand awareness is one of the top reasons companies invest in influencer marketing, which makes it one of the most important KPIs.

Think about reach, impressions, and video views. These are all top-of-funnel indicators that show the breadth and visibility of your audience.

Conversions

If the goal of your campaign is to drive sales, tracking conversions is a critical KPI. However, measuring this metric can be challenging without the right tools. 

A practical tip is to share exclusive promo codes and affiliate links with influencer partners before the campaign starts. This allows you to track clicks and conversions tied directly to each influencer once the campaign goes live.

CTR (Click-Through Rate)

CTR measures the number of clicks a specific link receives. It is a valuable KPI for evaluating how effective your campaign is at driving traffic to your website and engaging potential customers in the consideration stage.

The secret? A compelling call to action (CTA).

ROI (Return on Investment)

Simply put, ROI shows how profitable your campaign is. The higher the ROI, the more successful the campaign.

To achieve a positive ROI, your revenue needs to exceed total expenses, including ad spend, production costs, and influencer fees.

The formula is straightforward: ROI = revenue / total spend x 100.

It’s also worth noting that ROI isn’t always expressed in monetary terms. For top-of-funnel campaigns, Earned Media Value (EMV) — the total value of all interactions generated during the campaign — can be just as critical.

What’s next? Influencer marketing trends

In recent years, we’ve seen a massive rise in influencers and the impact they have on digital communication and business. 

Back in 2021 and 2022, streaming platforms dominated people’s daily lives. At the same time, Instagram and TikTok captured hours of attention and drove engagement like never before.

That’s why keeping an eye on influencer marketing trends for 2025 is the best way to stay ahead of the curve. Here are the top predictions for what will take off next year:

• Co-creation and exclusive communities: collaborations between brands and influencers will keep growing, but with a stronger focus on building exclusive communities for followers, like Telegram groups or Instagram “Close Friends” content, deepening engagement and loyalty;
• LinkedInfluencers 2.0: LinkedIn will solidify itself as a space for influencers to share not only corporate insights but also personal experiences that humanize brands. Campaigns here will lean more toward emotional storytelling and diverse perspectives;
• Micro and nano influencers: in 2025, hyperlocal influencers or those specializing in niche markets will be in the spotlight. They’ll deliver authentic, highly personalized engagement, ensuring more targeted results;
• TikTok and super lives: TikTok will continue to lead, but live, interactive streams will take center stage. Super lives with integrated real-time shopping and gamification will become major drivers of conversions;
• Artificial intelligence for personalization: AI will play a central role in campaign personalization, helping brands analyze data, identify the ideal influencer, predict trends, and create tailored content for every audience;
• Virtual influencers: fully digital, AI-created profiles will become more common, combining technology and storytelling to engage audiences in unique, brand-controlled ways;
• Use of social media management platforms: tools like mLabs social media management will become indispensable for running influencer campaigns, monitoring metrics, and centralizing multi-platform strategies.
• Long-term partnerships: brands will prioritize continuous relationships with influencers, building consistent narratives that increase credibility and strengthen bonds with audiences;
• Multi-platform creators: influencers who can dominate TikTok, Instagram, and YouTube simultaneously will be highly valued for reaching diverse audiences and amplifying impact;
• Representation and inclusion: campaigns will increasingly focus on diversity, highlighting influencers who reflect different ethnicities, genders, ages, and cultures, aligning with modern consumer values.
• Short-form video dominance: quick, creative videos will remain a priority, with TikTok, Instagram Reels, and YouTube Shorts leading the way in engagement;
• Chief Influence Officer (CIO): large brands will begin to introduce the role of Chief Influence Officer into their executive teams, showing just how strategically important influencer marketing has become;
• Metaverse as an influence stage: digital influence will expand into the metaverse, where influencers will host events, build virtual spaces, and create immersive experiences to engage audiences.

The key is to never forget that influencer marketing, just like any other successful strategy, needs to be carried out with intention and aligned with the brand’s purpose and values.

Ready to take your social media management to the next level? Start your free trial with mLabs today and experience all the tools you need to plan, schedule, analyze, and grow your brand. No credit card required, just results waiting to happen. 

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