What’s actually changing in influencer marketing right now？

Right now, the core trend in influencer marketing is very clear: people no longer believe that "more followers = better results."

Here's what the conversation has shifted to:

• Micro-influencers are gaining traction – cheaper, more trustworthy, and with real engagement. But managing them at scale is still a challenge.

• Influencer discovery tools are being questioned – many feel these platforms just recommend the same list of creators, without any real understanding of campaign fit or context.

• ROI measurement is the biggest pain point – brands are asking about CPM, CPA, ROAS, comment quality, and the value of repurposing content as ads.

• Brands want to build internal capabilities – they don't want to fully rely on agencies anymore. They need to be able to search, filter, track, and analyze on their own.

• AI can help — but not just with mass outreach – AI-powered outreach sounds appealing, but most marketers prefer AI that helps with analysis and filtering, not mindless automated DMs.

What's your take? Let's talk about it.