How ‘everyone’ is the new influencer in social media marketing

Brands are putting a greater focus on community-focused strategies that prioritise authenticity and meaningful connections, alongside moving traditional influencer-led strategies.

In this new landscape that prioritises authenticity over influence, the thoughts and opinions of the everyday consumer or the employee are becoming far more valuable than the typical ‘influencer’. This shift not only promotes transparency, but also allows businesses to stand out in an increasingly competitive digital sphere.

A significant number of brands have already begun adapting their strategies to align with this shift in 2024. For those in the eCommerce sector and other industries, this presents a valuable opportunity to gain insights and inspiration for the development of their organic social media strategies in 2025.

Community building takes centre stage

Tools like Instagram’s broadcast channels (and similar features on WhatsApp) are creating direct lines of communication between brands and audiences.

REFY Beauty

REFY used its ‘REFY Group Chat’ broadcast channel to invite customers on an immersive brand trip to Mallorca with activities designed to not only promote the brand but to increase brand loyalty and deepen customer connections. REFY actively seeks feedback from their customers and recently invited them to join an online focus group to discuss successes and improvements.

Takeaway: Putting customers at the forefront of your strategy and building inclusive communities will become fundamental to increasing loyalty and driving repeat purchases.

User-Generated Content (UGC) increases trust and awareness

UGC is becoming a key driver of brand trust and engagement. Customers feel valued when brands highlight their content, creating a cycle of mutual appreciation and advocacy.

VIEVE’s “Muse of the Month”

VIEVE chooses a monthly winner from users that have shared content under #VieveMuse, rewarding them with free products. This motivates customers to share content and strengthens their bond with the brand.

 

View this post on Instagram

 

A post shared by VIEVE (@vievemuse)

Takeaway: Encourage UGC campaigns to build trust, loyalty, and excitement.

Become relatable through founder- & Employee-Generated Content (EGC)

Personal content from founders and employees builds a human connection with audiences, establishing transparency and trust. People buy from people, not businesses, which is why founder- and employee-generated content resonates so well, they act as the face of the brand.

Grace Beverley – founder of Tala & Shreddy, host of Working Hard, Hardly Working podcast

Grace shares honest, behind-the-scenes glimpses of her life as a young entrepreneur, breaking down myths about entrepreneurial lifestyles and demonstrating that being part of the “5am club” is neither necessary nor realistic to be a successful CEO.

 

View this post on Instagram

 

A post shared by grace (@gracebeverley)

Aimee Smale – founder of Odd Muse London

Aimee shows her followers authentic insights into marketing strategies, celebrating wins and offering business transparency. She shares a look into her trade and marketing meeting following Black Friday where the team shared they achieved an incredible 31 ROAS. Whilst the topic may be niche, it sparked engagement and prompted a follow-up video explaining how they pulled it off.

@aimeesmalex BF Monday Trade #oddmuse #oddmuselondon #blackfriday #business #brand #fashion ♬ original sound – Aimee Smale

Takeaway: Highlight personal and team stories to humanise the brand and resonate with audiences.

Ditch the brand tone rule book

Moving away from corporate jargon, brands are adopting a conversational and humorous tone to better connect with followers.

Sisters and Seekers

The use of employee-driven TikTok content to show relatable personalities and behind-the-scenes fun, Sisters and Seekers have cultivated a ‘group chat’ like atmosphere where their customers feel like friends.

@sistersandseekers a wild weekend for some #sistersandseekers #sistersandseekersknit #sistersandseekersknit ♬ original sound – Sisters and Seekers

Takeaway: Embrace humour and relatability to make your brand approachable and memorable.

How to incorporate these ideas into your social media strategy

• Launch community initiatives: Engage with customers through tools like broadcast channels, events and focus groups.
• Promote UGC: Develop campaigns with dedicated hashtags, competitions, or recognition to encourage customer content.
• Highlight authentic leadership: Encourage founders and employees to share their journeys and insights.
• Use humour and relatability: share funny, approachable, and light-hearted content that resonates with your audience.
• Tailor strategies by industry: Adapt these approaches for both B2C and B2B audiences, depending on brand goals and audience preferences.

Conclusion

As the social media landscape evolves, authenticity, transparency, and meaningful connections will define successful eCommerce strategies in 2025. Brands should embrace the average consumer as the new ‘influencer’, and reward customer loyalty and prioritise community engagement, using UGC, and authentic storytelling alongside traditional influencer strategies. The strategies will build trust and loyalty, setting brands apart in an increasingly competitive marketplace.