Ten years ago, influencer marketing felt like the wild frontier. A brand would send products to bloggers, hope for a post, and count likes as success. Today, the creator economy has outgrown that stage. It is structured, data-driven, and worth billions. And yet, one question still frustrates executives: what kind of influencer strategy actually works?
Some brands treat influencers as advertising slots – short bursts of attention. Others think in decades, building relationships that reshape the brand itself. Most try to mix both. The truth is, there is no universal formula. A TikTok challenge can sell out a product in a week, but loyalty is rarely built overnight. On the other hand, betting only on long-term ties may leave you invisible when competitors dominate the trending page.
Two Different Roads
Marketers usually talk about two ways of working with influencers. One is tactical: quick campaigns, high reach, measurable sales. The other is strategic: long-term investment, where creators become part of the company’s story, woven into PR, SEO, and even product design.
Neither approach is wrong. A sneaker brand launching a limited edition might lean on tactical speed. A luxury fashion house with heritage at stake usually plays the strategic game. Most brands do both – balancing the sprint and the marathon.
The Three Dimensions of Influence
To make sense of it all, industry experts divide influencer strategy into three categories: advertising, marketing, and relations. They sound similar, but in practice they deliver very different results.
Influencer Advertising: Fast Attention
Advertising is the most transactional model. A brand pays, an influencer posts, reach is delivered. It feels simple – and sometimes that’s exactly what’s needed.
By 2025, this corner of the industry looks a lot like traditional media buying. AI platforms recommend creators, forecast conversions, and reduce fraud. But one risk remains: campaigns can look inauthentic if the partnership feels forced.
Case in point: German influencer Caro Daur and her collaboration with Ecco Shoes.
Ecco, long considered a “serious” shoe brand, gained a younger, fresher image through her campaign. What started as pure advertising became a step toward a deeper partnership.
Influencer Relations: Playing the Long Game
Relations sit on the opposite side of the spectrum. Here, influencers are not treated as billboards but as long-term allies. The focus is on values, trust, and shared image rather than immediate KPIs.
Think about Caro Daur and Dolce & Gabbana.
She doesn’t just post. She walks in the shows, embodies the brand’s lifestyle, and brings her own cultural capital. The overlap is powerful: D&G looks younger and closer to Gen Z, while Caro gains prestige and visibility. That is not advertising – it’s identity building.
Influencer Marketing: The Middle Ground
The third dimension, influencer marketing, blends both approaches. It is more than buying posts, but not as permanent as deep relations. The influencer becomes a storyteller, part of an integrated campaign that spans channels.
Marketers here have to juggle tasks: selecting creators, negotiating contracts, embedding posts into SEO and PR, aligning offline and online campaigns. It’s complex, but when it works, it multiplies impact.
A clear example: Calzedonia’s work with Caro Daur. Instead of just paying for posts, the Italian brand put her face on billboards, retail visuals, and digital storytelling. The cooperation raised visibility for the brand and boosted Caro’s profile in return.
What’s Different in 2025
The influencer world has changed fast. Three forces now shape the market:
- AI analytics → predictive tools that tell you not just who to book, but what result to expect.
- Regulation → transparency rules in Europe and the U.S. make honesty a requirement, not a choice.
- Creators as entrepreneurs → many influencers run their own brands, meaning collaborations are more like co-creation than sponsorship.
This is no longer about chasing likes. It is about building ecosystems of trust and authenticity.
The Takeaway
So, which approach is best – advertising, marketing, or relations? The honest answer: you’ll need all three. Short-term campaigns deliver reach, integrated marketing builds resonance, and long-term relations create resilience.
A single post might spark curiosity. But lasting value emerges only when influencers evolve into trusted partners, shaping not just a brand’s message, but its meaning.
💡 The future of influence belongs to brands that stop buying attention and start building relationships.
