Why brands are ditching influencers for a customer-first approach

It’s time to forget the influencers, it’s time to focus on what truly drives brand success which is their customers.

In the ever-evolving world of marketing, one trend is making a massive shift: brands are turning away from influencer-driven campaigns and prioritising the people who matter most to their customers. 

While influencers have been instrumental in helping brands reach wider audiences, today’s businesses are realising that building authentic connections with their own communities is far more powerful in creating lasting relationships and long-term growth.

This shift towards community building is becoming a core strategy for businesses as they aim to foster deeper engagement, loyalty, and trust with their customers. In this blog, we will explore why this transformation is happening, how businesses like Sisters and Seekers and Adanola are leading the way, and how brands can build their own customer-first strategies.

Influencer marketing has been a staple in the marketing world for the past decade. With the rise of social platforms like Instagram, TikTok, and YouTube, influencers emerged as powerful content creators, able to connect with vast audiences and promote brands in an organic way. For many brands, influencers provided a shortcut to credibility, as followers viewed influencers as trusted sources of advice and inspiration.

However, over time, there have been significant shifts in the effectiveness of influencer marketing. Audiences have become increasingly aware of the transactional nature of influencer partnerships, and many have grown sceptical of sponsored content. As influencers are paid to promote products, followers may question whether these recommendations are truly authentic or simply driven by financial incentives.

This has led to a phenomenon where influencers no longer have the same level of trust and impact they once did. While some influencers maintain credibility by promoting products they genuinely believe in, others risk alienating their audiences by continually pushing products in exchange for payment, ultimately diminishing the authenticity of their messaging.

Brands, recognising this shift in consumer behaviour, are starting to reconsider their reliance on influencers and are instead seeking more genuine, long-term ways to engage with their audiences. The realisation is clear: if businesses want to build trust, they need to stop viewing their customers as just consumers and start treating them as active participants in the brand’s journey.

Enter community engagement. Unlike influencer marketing, which often relies on external voices to carry a brand’s message, community building focuses on cultivating authentic relationships with existing customers.

Today’s consumers don’t just want to buy products—they want to feel like they belong to something bigger. 

They want brands that reflect their values, involve them in the brand’s evolution, and listen to their needs. This shift from transactional marketing to relationship-based marketing is creating a more sustainable model for brand success.

Brands are now prioritising customer engagement in ways that encourage dialogue, foster connection, and build loyalty. Instead of just creating content that promotes their products, businesses are putting their communities at the forefront of their marketing efforts, letting customers share their experiences, participate in events, and even influence product development.

A prime example of this customer-first approach is Sisters and Seekers, a UK-based fashion brand. The company has cultivated a loyal following by involving its community directly in the creative process. Instead of simply paying influencers to wear their clothes, Sisters and Seekers hosts events, engages with followers on Instagram, and encourages customers to share their personal stories, demonstrating a commitment to creating genuine relationships. This kind of engagement allows customers to feel as though they’re part of the brand’s story, not just passive observers.

The impact of this customer-centric model is profound. For Sisters and Seekers, their loyal followers are far more likely to purchase products and recommend the brand to others, driving organic growth. These customers don’t just see the brand as a retailer; they view it as a community that shares their values and amplifies their voice.

Similarly, Adanola, a growing UK athleisure brand, has also embraced community engagement as a core element of its brand strategy. By hosting events, collaborations, and pop-ups, Adanola ensures that its customers feel like active participants in its journey. Rather than simply selling products, Adanola builds real relationships with its customers, creating a sense of ownership and pride among its fanbase. These customers don’t just buy athleisure—they advocate for it, share their experiences, and contribute to the growth of the brand. By focusing on community building, Adanola is fostering long-term loyalty that far surpasses the fleeting nature of influencer partnerships.

As consumer behaviour evolves, the need for businesses to adopt customer-centric strategies becomes even more apparent. Today’s consumers are savvy and informed; they want brands that are transparent, authentic, and, most importantly, genuine in their interactions. This is where community building can create real, lasting value.

One significant advantage of focusing on community over influencers is trust. According to research from the Forbes Communications Council, today’s consumers are more likely to trust a brand when they feel that brand is listening to their needs and involving them in the conversation. This engagement fosters a sense of loyalty, which is critical in an increasingly crowded marketplace. Loyal customers are more likely to not only make repeat purchases but also recommend the brand to their networks, driving organic growth.

The key to success lies in brands creating content that resonates with their community’s values and aspirations. As social media marketing continues to evolve, businesses are shifting their focus away from superficial campaigns to create deeper connections. Brands that engage their customers through storytelling, shared experiences, and user-generated content are more likely to build a long-term relationship, rather than relying on the transient nature of influencer promotions.

The benefits of community building are far-reaching. When customers feel connected to a brand, they are more likely to stay loyal, provide valuable feedback, and become vocal advocates. This not only increases brand loyalty but also leads to better customer retention. By involving customers in the brand’s narrative, businesses can enhance customer satisfaction, improve their products or services based on real feedback, and create a more sustainable growth strategy.

In fact, brand strategy experts have noted that brands that prioritise customer relationships over influencer partnerships are seeing better results in terms of customer retention and advocacy. Brands like Sisters and Seekers and Adanola are proving that when businesses genuinely involve their customers, they not only build loyalty but also tap into a broader network of authentic, organic growth.

In addition, building a community fosters a sense of belonging that goes beyond simply selling products. It creates a space where customers can engage with one another, share experiences, and celebrate the brand together. This shared sense of identity is incredibly powerful and can lead to more passionate and long-lasting customer relationships.

As brands pivot away from influencer marketing, it’s clear that community building is the future of brand marketing. By focusing on customer engagement, businesses are fostering loyalty, trust, and long-term growth. Brands that can successfully create a sense of belonging and authenticity are far more likely to thrive in an increasingly crowded marketplace.

At Serotonin, we’re passionate about helping brands build these meaningful connections with their customers. If you’re ready to shift your focus from influencers to a more authentic, community-driven approach, get in touch with us today to start creating a strategy that will keep your customers coming back for years to come.

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