Knowledge Hub

Discover the dynamics of paid and organic influencer marketing strategies to decide which route is best for your brand.

In beauty, things move fast. But strategy? That’s what sets the leaders apart.

Our 2025 Beauty State of Influence Report is packed with insights,  but knowing how to turn those into action is where the real value lies. Whether you’re optimising influencer partnerships, reallocating budgets, or jumping on the right trends, here’s how to make the most of your data.

In 2025, influencer gifting has evolved from glossy PR packages to something much more meaningful: intentional, relationship-driven storytelling. Whether you’re a brand in beauty, fashion, tech, or wellness, the goal is the same – build real connections that drive advocacy, not just awareness.

That message resonated strongly during our recent Influencer Gifting & Seeding webinar, where we were joined by industry leaders  Grace Fung, Influencer Marketing & Communications Lead at Coty, and Abigail, Talent Manager from Primark. They shared strategic insights into how their teams are evolving traditional gifting approaches to better align with shifting consumer expectations and brand objectives.

Influencer marketing has transformed significantly in recent years, expanding beyond simply identifying social media personalities with substantial followings. Today’s successful campaigns require sophisticated systems that address the entire marketing process, from strategic creator selection through content development to comprehensive performance analysis.

Learn to measure social media influencers’ true ROI across the entire customer journey using advanced attribution and AI analytics.

Ever wondered how top influencers turn their social media presence into a thriving business? The secret lies in something that might surprise you: data. Behind the perfectly curated posts and engaging stories, successful influencers are quietly mastering the art of campaign tracking – the very thing that separates casual content creators from professional digital marketers.

Inside, we’ll explore how leading influencers use performance metrics to secure bigger brand deals and prove their value through strategic campaign tracking. Whether you’re a content creator or brand, these insights reveal the true drivers behind today’s most successful influencer partnerships.

A well-executed influencer strategy amplifies brand reach while building genuine audience connections. Understanding the core elements that drive meaningful results – from selecting the right voices to measuring impact – reveals how brands can align influencer partnerships with business objectives to create lasting value.

Brand seeding has emerged as a cornerstone strategy in modern marketing, helping brands foster genuine relationships with consumers through strategic gifting. This article delves into the benefits of brand seeding, how it drives meaningful engagement, and why influencers are pivotal to amplifying its impact.

Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.

Success is no longer determined by vanity metrics such as likes, comments, and follower counts. While these traditional measures of success served as early benchmarks, the evolving complexity of the creator economy has exposed their limitations. Today, data-driven brands demand a more nuanced and comprehensive approach to measurement—one that aligns with the multifaceted impact of influencer campaigns across platforms and over time.

Brands are increasingly blending traditional advertising with influencer marketing to create powerful, unified campaigns that maximize reach and engagement. By leveraging the broad visibility of traditional media alongside the authenticity of influencer partnerships, they’re achieving the best of both worlds—credibility and connection.

Both influencer marketing and traditional advertising can achieve broad reach and foster trust—yet they do so with different strengths and challenges. Influencer marketing builds trust through personal, authentic endorsements that resonate with targeted audiences, often leading to higher engagement and a sense of community. Traditional advertising, on the other hand, leverages the credibility of established platforms and can quickly raise brand awareness across a wide audience.

Instagram offers brands and influencers powerful ways to connect with audiences through strategic partnerships. But to get the most out of these collaborations, brands and influencers need to approach them with a data-driven, purposeful mindset that goes beyond simple promotion.

When Dunkin’ partnered with TikTok star Charli D’Amelio to create “The Charli” drink, it wasn’t just a marketing win – the campaign drove a 57% increase in app downloads and boosted cold brew coffee sales by 20% (source). Behind successful campaigns like these are sophisticated influencer analytics platforms that enable brands to measure, predict, and optimize their influencer marketing investments. As the creator economy grows more complex, these analytics platforms have become essential tools for data-driven marketing teams.