The slow burn power of influence
Cara Norris, the head of growth and partnerships at Social Soup, explains how the most successful influencer campaigns aren’t a simple smash and grab attempt to get eyeballs, but a slow road to credibility. Unlike static media, which fades the longer it runs, influencer marketing gains momentum.
Cara Norris
Traditional media was built on control. One message, tightly managed, broadcast to many. But that control has dissolved. Today’s media landscape is decentralised and dynamic. Every Tiktok, video, comment or review becomes part of the brand conversation.
Brand messages and communication are no longer linear; they’re mediated through armies of influencers, curators and communities. This is something that wears in, not out. When done well, it compounds over time. The more often people encounter authentic, trusted recommendations – think from creators, customers, communities – the stronger their relationship with a brand becomes. What starts as awareness deepens into loyalty and advocacy.
But the unfortunate reality of the world is that a lot of advertising wears out. Familiarity dulls its edge, media frequency blunts its impact, and the people scroll ever on, look away or ignore it. However, this is exactly where influencer marketing thrives. It works within that messiness – the distributed, contextual, human.
