In a world where “Everything is Influenced” is your brand capitalising on the creator economy? Stevie Johnson, MD of Disrupt (Found’s sister company), delves into the ever evolving landscape of influencer marketing at Web Summit.
In an age where authenticity, community, and cultural relevance drive consumer behaviour, Stevie showcased how the creator economy has become the backbone of digital marketing. His keynote emphasised the vital need for brands to adopt a creator-first approach to reach today’s savvy, ad-resistant audiences. As Stevie shared, “If your brand isn’t in the creator economy, it’s not just missing out on conversation—it’s being written out of history.”
The shift from Influence to Authenticity
In reflecting on how we got here, Stevie brought attention to the evolution from traditional influencer marketing to what it is today. He called out early influencer content—self-described as “dreadful,” having had first-hand experience in delivering branded messaging simply pasted onto his social channels, “There was no creative in the creator economy,”. Back then, influencer marketing was merely transactional, prioritising brand reach over genuine customer connection and authenticity.
Today, things look vastly different. Brands that truly want to connect must rely on creators as creative directors rather than simple messengers. This shift isn’t just refreshing; it’s effective. In fact, recent data shows that creator-led content can perform 5x better than traditional branded assets across various digital channels. As Stevie explained, “Creators craft content that speaks louder than any ad—authenticity drives results.”
Where does your brand fall on the spectrum of investment in influencer marketing? Have you dabbled but not found the sweet spot. Is it a secondary budget that a head of marketing uses at their discretion? More than ever, Influencer Marketing needs to be a key pillar if your intention is to grow community and sales. That’s where the dynamic duo of Found and Disrupt come into play to supercharge your brand’s reach and impact.
In today’s digital age, “belonging” has transcended its traditional definition. For younger audiences, it’s not just about finding an affinity with a brand—it’s about connecting deeply with communities that resonate with them.
Gen-Z audiences often lack loyalty to brands themselves; their loyalty lies with creators. These creators, as Stevie put it, “aren’t just the next evolution of media; they’re the gatekeepers to culture and community.” This is crucial for brands to recognise if they want to make a meaningful impact. By embedding themselves authentically into these communities and fostering trust, brands can create loyal relationships within creator-driven spaces.
Disrupt builds these community transformative connections. They leverage sentiment analysis tools and social listening to go beyond surface metrics and delve into genuine audience responses. This approach has helped shift brands’ reputations, transforming their influencer strategies into a genuine bridge with their target audience.
Navigating the “Messy Middle” of the consumer journey
Unlike the linear buying paths of the past, today’s journey is an ever-evolving cycle where consumers move fluidly between discovery, consideration, review, and purchase.
In Stevie’s words, “Everything Is Influenced,” and this concept rings true in every phase of the buyer’s journey. Today’s consumers no longer engage with marketing in straightforward steps. They’re bombarded with options, they research thoroughly, and their decisions are swayed by influencers, friends, and communities. “As marketers,” he said, “we need to stop seeing the consumer journey as linear and start thinking of it as an emotional loop.”
A critical takeaway from this idea is the need to grasp the “why” behind consumer choices. Disrupt Marketing has long championed the importance of data-driven campaigns, but as Stevie highlighted, data alone isn’t enough. Brands must also uncover the deeper motivations—the “why”—driving consumers’ decisions. To achieve this, creators are indispensable, offering not only visibility but psychological insight into audiences’ needs and desires.
In a fast-changing digital landscape, Stevie discussed a trend that’s shaking up traditional marketing channels: social search. Younger generations, especially Gen Z, are redefining search behaviour. Instead of relying on Google, they’re turning to platforms like TikTok and Instagram for discovery, finding everything from travel destinations to shopping recommendations in the form of short, dynamic video content. This is why Found became the EverysearchTM Agency earlier in 2024. Recognising the seismic shift if consumer beahviour to benefit your brand.
This shift isn’t just a trend—it’s a massive cultural shift. The trustworthiness of creator-driven search results far outweighs that of traditional ads or corporate messaging, offering real recommendations that resonate on a personal level. As Stevie observed, “A TikTok recommendation now carries more weight with Gen Z than a brand’s million-dollar ad campaign. That’s not a trend—that’s a reality shift.”
This transformation poses both an opportunity and a challenge for brands. For those willing to adapt, the rewards are clear: social presence is no longer optional—it’s essential. And with Disrupt Marketing at the forefront of influencer strategy, and Found at the forefront of search, our clients are primed to take advantage of this new paradigm.
“Forget linear paths to purchase,” he concluded. “Today’s consumer journey is a chaotic loop of influence, with creators at the centre.”
For brands looking to thrive in 2025 and beyond, speed, flexibility, and genuine community engagement are paramount. At Disrupt and Found, we’re not just participating in these changes; we’re shaping them. As Stevie’s talk at Web Summit 2024 illustrated, the future of marketing is creator-led, and with the world becoming increasingly influenced, there has never been a more exciting time to be part of this movement.
As the creator landscape grows and social platforms continue to redefine search, Disrupt Marketing will remain on the cutting edge—working alongside creators, fostering communities, and driving results that truly matter. Because in today’s world, influence isn’t just a buzzword; it’s the new foundation of marketing.
