The Evolution of Influencer Marketing: A PR Professional’s Perspective

When I started my PR career back in 2007, influencer marketing didn’t exist the way we know it today. Back then, along with traditional media outreach, I often coordinated with independent consultants — bloggers or freelance journalists who contributed their personal travel experiences to publications like Lonely Planet or niche media outlets tied to their domain expertise.

It was raw, authentic, and community driven. These independent contributors-built credibility by sharing lived experiences, often without realizing they were laying the groundwork for what would later evolve into the multi-billion-dollar influencer marketing industry.

Over the years, as the media landscape went digital, personal branding took center stage. Those early bloggers and contributors transformed into what we now call influencers. They offered brands a way to connect with highly specific audiences — often more affordably and authentically than traditional media buys.

What is Influencer Marketing?

Influencer marketing is the practice of collaborating with individuals who have a strong online presence and an engaged following, to promote a brand, product, or service. The key difference from traditional advertising is the trust factor: influencers often build relationships with their audiences based on shared interests, relatability, or expertise. When they recommend something, it feels like advice from a trusted friend — not a brand pitch.

The Different Tiers of Influencers

Not all influencers are the same, and their impact varies based on the size and engagement of their audience:

  • Celebrity Influencers (1M+ followers): Mass reach and star power, often used for big brand visibility campaigns
  • Macro Influencers (100K–1M followers): Well-known in their fields, strong reach, and more affordable than celebrities
  • Micro Influencers (10K–100K followers): Highly engaged audiences, trusted voices, often seen as more relatable
  • Nano Influencers (1K–10K followers): Everyday consumers with niche followings, strong authenticity, and hyper-local impact

Each category serves a different brand purpose — whether it’s building broad awareness or driving targeted conversions.

Types of Influencers and Their Roles

Influencers today fall into two broad categories:

  1. Awareness-Driven Influencers
    • Celebrities: Bring mass exposure and aspirational value
    • Advocacy Influencers: Support brands they truly believe in and align with the brand’s ethos. A great example is my Singapore Tourism Board campaign, “The Holiday You Take Home With You”, which focused on advocacy marketing. You can read the full campaign here: Singapore Tourism Board – Advocacy Campaign
    • Affiliate Influencers: Use promo codes or links, directly tied to sales
  2. Hyper-Targeted Shopper Influencers
    • These are the creators who post about “great Amazon finds,” “amazing Costco deals,” or coupon hacks. They resonate with frugal, budget-conscious shoppers and help drive measurable conversions

Pros and Cons of Influencer Marketing

Like every tool, influencer marketing comes with its strengths and pitfalls:

Pros:

  • Authentic storytelling that resonates with audiences
  • Cost-effective compared to traditional advertising
  • Enables hyper-targeting for niche products
  • Builds credibility through peer-to-peer recommendations

Cons:

  • Not all influencers are professional — missed deadlines, lack of deliverables, or even behavior that harms the brand image can be risks
  • Inflated follower counts (fake followers) can mislead ROI expectations
  • Without proper contracts, brands risk ambiguity in deliverables and accountability

Why Contracts Are Non-Negotiable

A clear contract is the backbone of a successful influencer collaboration. It should outline:

  • Deliverables (posts, stories, videos, blogs, etc.)
  • Timeline for publishing
  • Usage rights for the content
  • Payment terms — whether fee-based or barter (e.g., free products, services)

This not only protects the brand but also sets clear expectations for influencers, ensuring professionalism and accountability.

Industries that Benefit the Most

While almost every sector experiments with influencer outreach, certain industries thrive with it:

  • Beauty & Fashion – Tutorials, unboxings, and trendsetting
  • QSR (Quick Service Restaurants) & F&B – Menu launches, reviews, dining experiences
  • Travel & Lifestyle – Experiences, destination branding, and advocacy
  • Tech & Consumer Electronics – Demos, reviews, and first-hand experiences
  • Health & Fitness – Supplements, workouts, wellness routines

Why Lifestyle Brands Should Invest in Influencer Marketing

From my own experience, influencer outreach can transform a brand launch into a community celebration. In 2019, I led the Innisfree Canada launch at Yorkdale Shopping Centre, Toronto, by engaging 200 influencers. This strategy allowed the brand to create pre-launch buzz, gain thousands of social media followers, and most importantly, drive potential customers into the store right at launch.

You can explore the full case study here: Innisfree Canada Launch Campaign

Final Thoughts

Influencer marketing is not about sheer numbers. It’s about relevance, resonance, and authenticity. Brands — especially lifestyle ones — must carefully choose influencers who align with their ethos. A mismatched influencer can dilute or even harm brand perception, but the right influencer can build long-term brand equity and measurable results.

Having witnessed this evolution first-hand, from early bloggers in 2007 to influencer-powered launches in 2019, I believe influencer outreach is no longer optional — it’s essential. But like all strategies, it must be thoughtful, authentic, and tailored to both brand and audience.