By: Katie Lorber, Director of Marketing & PR ┃ June 2026
Consumers aren’t tired of influencers. They’re tired of being influenced badly.
The days of celebrity endorsements disguised as authentic recommendations are fading fast. Today’s audiences can spot a forced partnership in seconds, and they’re scrolling right past it. What they’re responding to instead is relevance, trust and creators who genuinely fit the conversation.
That’s why influencer marketing isn’t going anywhere. It’s simply getting smarter. Success is no longer measured by follower count alone. More brands are seeing strong results from micro and nano influencers whose audiences may be smaller, but often more engaged. These creators have built trust within their communities, and that trust can drive meaningful action.
At The Baker Agency, we develop influencer partnerships for clients across hospitality, entertainment, lifestyle, real estate, and retail. Every creator is selected based on audience demographics, content quality, engagement, location, and overall brand alignment. The goal isn’t just visibility. It’s connecting brands with audiences through voices that feel credible, relatable and worth paying attention to.
One area where we’ve seen influencer partnerships become especially valuable is live events. Whether it’s a grand opening, community activation, property unveiling, entertainment event, product launch, or VIP experience, creators help extend the reach far beyond the people who attend.
We regularly partner with influencers who share client events before, during and after they happen. That might include teaser content, behind-the-scenes access, Stories, short-form video, recap posts, or carousel content that continues generating engagement long after the event ends. These touchpoints help create momentum before an event and keep the conversation going afterward.
More importantly, they create social proof. Consumers increasingly rely on recommendations from creators they trust when deciding where to shop, dine, stay, visit, or spend their time. Seeing an experience through a familiar voice often carries more weight than traditional advertising.
As influencer marketing has matured, success has become less about influence and more about community. The strongest campaigns aren’t built around the biggest audience. They’re built around the right audience. A luxury apartment community, boutique retailer, restaurant, and entertainment venue all require different strategies, different creators and different conversations.
The best influencer partnerships never feel transactional. They feel like genuine experiences worth sharing.
As social platforms continue to evolve and consumer attention becomes harder to earn, trust has become one of the most valuable assets a brand can have. The future of influencer marketing isn’t bigger creators or more content. It’s better alignment between brands, creators, and the communities they serve.