Does using influencer marketing even work anymore?

As a marketing agency we get that question a lot these days…

It’s working a lot less than it did. A 2024 study found that while influencer campaigns are increasing in number, their ability to capture attention and influence purchasing decisions is diminishing due to oversaturation and lack of distinct storytelling. But that doesn’t mean getting content from “real people” (not paid actors) isn’t an important method of marketing your business.

As a marketing professional, I’ve spent years helping businesses promote their services and products. Now, as the President of Xeno Media, I’m proud of the work we do—crafting campaigns that resonate, build connections and help businesses thrive. Yet, as a person and a parent, I often find myself reflecting on the role marketing plays in consumerism—and the delicate balance between promoting products and encouraging overconsumption.

Welcome back, fellow marketers, to the second installment of our blog series on harnessing the power of AI in marketing. In this edition, we’re diving deep into the realm of writing and exploring how AI can revolutionize the way your marketing team creates content.