Once upon a time, marketing was all about polished billboards, prime-time TV ads, and glossy magazine spreads starring A-list celebrities. But those days? They’re fading fast. Now, the most effective brand voices aren’t coming from Hollywood megastars—they’re coming from everyday creators with a ring light and a smartphone.
Brands aren’t just talking to audiences anymore; they’re talking with them. And a handful of cult brands, like Crocs and Southwest Airlines, are showing the world exactly how it’s done.
The Power Move: Making Influencers the Core Strategy, Not a Side Hustle
For some companies, influencers are still just modern-day celebrity endorsements—a way to sprinkle some social proof onto a campaign. But for brands like Crocs and Southwest, influencer marketing isn’t just a nice-to-have; it’s the backbone of their entire approach.
And it’s paying off. Big time.
Marketing budgets aren’t what they used to be. Digital ad costs are skyrocketing, and Gen Z is practically living on social media. Brands are realizing that influencer marketing trends aren’t just more effective—they’re often more cost-efficient. In 2025 alone, spending on influencer campaigns in the U.S. is projected to hit $9.29 billion, outpacing other digital ad categories.
Take Southwest Airlines. They made a bold move by shifting a chunk of their digital media budget away from traditional ads and toward influencer-driven content. But instead of chasing generic influencers with massive followings, they focused on creators with real relationships with their communities—gamers, travelers, and lifestyle content creators.
The result? Brand consideration jumped six points in just three months. That’s the kind of impact money can’t buy—unless you’re spending it the right way.
How Cult Brands Build Loyalty Through Influencer Marketing Trends
Ask anyone 10 years ago if Crocs would become a fashion statement, and they’d probably laugh. Now? Those chunky, rubbery clogs are everywhere—from suburban dads to A-list celebrities.
But Crocs didn’t just rely on standard marketing tactics to change their image. They went all-in on influencer partnerships. It started with Post Malone, who casually tweeted about his love for Crocs. Instead of treating it as a one-off, Crocs made it a legit collaboration. Then came partnerships with artists like Bad Bunny and Justin Bieber, allowing the brand to embed itself across multiple cultural niches.
The real genius? They let influencers own the content. No forced scripts. No corporate-speak. Just authentic, unfiltered, and deeply engaging content that turned #CrocNation from a niche fanbase into a global movement.
Influencer-Driven Campaigns Aren’t Just for Big Brands
It’s easy to look at Crocs or Southwest and think, Yeah, but that only works for them. But the truth is, influencer marketing trends aren’t just for global giants—they’re just as powerful for small businesses and startups.
The secret? It’s not about chasing influencers with millions of followers—it’s about finding the right ones. A micro-influencer with 10,000 deeply engaged followers can drive more meaningful results than a celebrity with a million passive fans.
For example, if you own a local restaurant, you don’t need a world-famous chef to hype your food. Instead, partnering with local food bloggers or TikTok creators who spotlight hidden gems can send your visibility soaring.
It’s all about tapping into the trust and credibility these influencers have with their audiences.
The Next Evolution: Blending Content and Commerce
The biggest shift in influencer marketing trends? The seamless fusion of content and commerce. And no one is doing it better than TikTok.
The platform’s built-in shopping features turn influencer posts into live sales channels. Brands no longer just inspire purchases—they make them frictionless.
Southwest Airlines has already experimented with this approach through their Shopifly program, where influencers create travel content that includes a “Book Now” button, pre-filled with travel details. Instead of just making people want to book a trip, they make it effortless to do so.
This shift isn’t just for airlines. Whether it’s exclusive influencer-shared promo codes, shoppable Instagram posts, or affiliate links woven seamlessly into content, brands that merge storytelling with shopping will be miles ahead of the competition.
The Takeaway: Influencer Marketing Isn’t the Future—It’s Now
Crocs, Southwest, and other cult brands aren’t just hopping on a trend; they’re rewriting the marketing playbook. By shifting budgets, prioritizing community engagement, and handing creative control to influencers, they’ve found a way to connect with audiences on a deeper level.
The lesson for businesses, big and small? Influencer marketing trends aren’t hype—they’re a necessity. Done right, they drive engagement, build loyalty, and boost revenue in ways traditional ads never could.
If you’re still on the fence about getting help with some influencer marketing services, consider this your sign: the time to start is now.
FAQs
- What’s the biggest mistake brands make in influencer marketing?
Trying to control the message too much. Audiences crave authenticity—let influencers tell the story their way. - How can small brands use influencer marketing?
Forget big names. Partner with smaller creators who genuinely love your product and have a loyal audience. - Is social commerce really the future?
Absolutely. More people are buying directly from their feeds—if you’re not leveraging that, you’re missing out.