In recent years, influencer marketing has become the goldmine of digital retail. Brands have heavily invested in influencers to communicate with the public, and it worked — until now. But what happens when everyone is shouting at the same time? Simple: no one listens anymore.

The Influence Paradox: Are We Saturated?

Social media feeds have turned into a sea of disguised advertising. Every influencer promotes a product. Every brand tries to capture a few seconds of attention. The result? An overload of recommendations that no longer convince.

Consumers have not yet noticed the saturation in an alarming way, but the signs are everywhere. According to a Nielsen study, 92% of consumers trust recommendations from people more than traditional advertising. However, with the increase in sponsored content, this level of trust is beginning to be questioned. Additionally, reports indicate that the average engagement of influencers has been declining as more profiles enter the game, competing for audience attention. The question is: What happens if this ecosystem becomes oversaturated?

If Everyone Tries to Be a Trend, No One Is a Trend

The Hype Cycle by Gartner explains this phenomenon well. We are possibly moving towards the peak of inflated expectations, where everything seems to work perfectly. But just ahead lies the trough of disillusionment — and those unprepared for the shift will be left behind.

The arrival of tools like TikTok Commerce accelerates this process, bringing even more nano-influencers into the game and further fragmenting consumer attention. If in the past an influencer’s endorsement was enough to sell a product, now that is no longer sufficient. Trust is eroding.

If Every Grain Is a Spice, What Is the Main Dish?

Amid this red ocean of influence, brands that want to survive must change the game. They can no longer be at the mercy of influencers. It is time to take the lead and become influencer brands themselves.

What does this mean? Simple: less “admire me,” more “do it this way.” Brands need to teach, guide, and have a clear point of view. They must become references in their segments. Abandon the role of engagement beggars and take the lead in the conversation.

If brands once relied on influencers to communicate with the public, the game has now reversed. Brands must become the new influencers. It is no longer enough to sell a product — brands must create a movement, generate desire, and educate the market. Those who fail to do so will become irrelevant.

So, Could It Be That “The Crossing” Has Already Begun?

Influencer marketing will not die, but it must evolve. Signs of fatigue are already appearing. Social networks, in their race for monetization, are killing the organic experience and flooding feeds with ads. If brands do not take control of the narrative, they risk disappearing amid the noise.

The era of influencer brands is beginning. Those who understand this transition in time will have a competitive advantage. Those who continue to bet on the old model, waiting for influencers to do the heavy lifting, may be left behind.

The landscape is evolving rapidly. What once worked without question now demands reinvention, as is the case with almost everything in marketing and technology.

The question is no longer whether this change will happen, but rather who will be able to anticipate it and use it to their advantage.

If it make you think, make it happen!
Caio Camargo