From feed to street: why brands need to rethink influencer marketing

From content to connective tissue

Founded by YouTuber Casper Lee and CEO Ben Jeffries a decade ago, Influencer now spans 150 people globally. Penich was brought on three years ago to launch the North America business, now 50-strong and growing fast.

The model? “We’re the connective tissue between brands, creators and audiences,” she says. That includes always-on clients like J Crew, Instacart and Mars – sometimes on retainers, often on flexible, project-based deals. “That agility has been key to our growth. It’s not the norm in the US, but brands value that flexibility.”

Human creativity, powered by tech

While influencer marketing has long battled the ‘wild west’ stereotype, Penich argues it’s more sophisticated – and measurable – than ever.

“The platforms are starting to understand it’s not just about media buys. Brands are asking: what’s the creative that’s driving performance? That’s where we come in.”

Casting creators isn’t just data-driven; it’s filtered through what she calls style, science and synergy. “Yes, we look at follower counts and engagement, but we’re also asking: is their tone right? Can they deliver something that actually resonates with the brand?”

Influencer’s proprietary platform, Waves, connects directly to APIs from Meta, TikTok, Snap and YouTube, but Penich is quick to stress the human overlay. “We get a lot of feedback from brands saying: this list feels vetted. This doesn’t feel like something an algorithm spat out.”

Social, but not only

As brands look to consolidate budgets and create bigger impact with fewer touchpoints, the message is clear: creator content must travel.

“We’re running campaigns that start on social and then show up in Times Square,” Penich says. “It’s not about separating creator from brand, or social from traditional. It’s about stitching it all together.”

Nike, Unilever and Liquid IV are just a few of the brands she cites that are bridging social and physical worlds. “It works for launches, it works for brand storytelling – and it works when done with consistency across channels.”

E-commerce meets brand

Penich also sees the traditional separation between performance and brand teams beginning to collapse. “You’ve got e-commerce teams here, brand teams there – and they’re finally talking. Creators are driving both. They’re building brand and selling product. That’s not going away.”

Influencer is already helping clients navigate TikTok Shop and broader e-commerce strategy. “This is the next big frontier. It’s all merging – funnel, format, function.”

A new creative infrastructure

Where’s it all going? According to Penich, we’re heading towards a world where creators become IP in their own right. “We’re developing episodic content, long-term storytelling platforms, even experiential activations. Think creators as brand partners – not just talent on a brief.”

The platforms are adapting too. YouTube has relaunched its Shorts Accelerator. LinkedIn is making moves into CTV. TikTok is doubling down on live commerce. And with every shift, the creative bar rises.

“The platforms can’t just be media sellers any more,” she says. “They need to be creative enablers – and they’re leaning on partners like us to get there.”

From influencers to infrastructure

So is this a post-social world?

Not quite – but it’s no longer just a social-first world either. The future of creator marketing is cross-channel, culturally integrated, and strategically essential.

“Influencer marketing used to be seen as something on the side,” says Penich. “Now, it’s the engine driving brand relevance – and increasingly, revenue.”