Diving into the dynamic world of influencer marketing, we’re thrilled to sit down with Milena Traikovich, a seasoned Demand Gen expert who has helped countless businesses craft impactful campaigns to nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers a unique perspective on how influencer marketing has evolved and where it’s headed. In this conversation, we explore the roots of the influencer boom, the shifting perceptions of creators, the growing investment from brands, and the innovative trends shaping the future of this ever-changing industry.
How did the early days of the internet lay the foundation for influencer marketing, and what role did bloggers play in connecting with massive audiences?
It all started at the dawn of modern internet culture around the beginning of the millennium. Ordinary people suddenly had the chance to build global communities through personal storytelling. Bloggers were the pioneers, sharing raw, authentic experiences—think moms opening up about breastfeeding struggles or postpartum challenges. These stories resonated deeply because they tackled topics mainstream media often ignored, drawing thousands, even millions, of followers. They turned personal blogs into platforms of influence, paving the way for what we now call influencer marketing by showing brands the power of relatable, community-driven content.
What made certain groups of creators, like women, BIPOC, and LGBTQIA+ individuals, so instrumental in shaping this industry?
These groups were often marginalized in traditional media, so the internet became their stage to reclaim their narratives. Women, for instance, redefined topics like motherhood by being brutally honest about their lives, while BIPOC and LGBTQIA+ creators brought visibility to experiences that were rarely represented. They didn’t just build audiences; they built trust and loyalty by speaking to underserved communities. Their influence was groundbreaking because they created spaces where people felt seen, and that authenticity is what brands eventually realized they couldn’t replicate through conventional advertising.
How has the public’s perception of influencers evolved from the blogging era to the present day?
It’s been a rollercoaster. Early on, influencers—especially bloggers—were often dismissed as self-obsessed or lacking “real” jobs. They faced harsh criticism and harassment for simply sharing their lives online. Over time, as social media took over, the narrative started to shift, especially during the pandemic when everyone turned to digital spaces. People began to see influencers as cultural creators, not just content makers. Today, while some stereotypes linger, there’s a growing respect for their role in shaping trends and driving engagement, with many even aspiring to become influencers themselves.
What factors are pushing brands to pour more resources into influencer marketing right now?
Brands are seeing undeniable results. Research shows that influencer content often outperforms traditional brand content in engagement and conversions—marketers consistently report higher interaction rates with sponsored posts. Plus, consumers are more likely to buy from brands partnered with influencers they trust. This has led to a significant shift in budgets, with many companies moving funds away from old-school marketing channels to fuel influencer collaborations. It’s about meeting audiences where they are, and right now, that’s on social platforms with creators they admire.
In what ways do you think AI will influence the future of influencer marketing, particularly in content creation?
AI is a game-changer, but not in the way some might fear. It’s less about replacing human influencers and more about empowering them. Tools for writing, editing, and video production are making it easier for creators to produce high-quality content with less time and effort. Think streamlined caption writing or faster video edits—these innovations lower the barriers to entry and let influencers focus on creativity rather than logistics. As these tools become more accessible, we’ll see an explosion of polished, impactful content that keeps raising the bar.
Why do you believe AI influencers might struggle to build the same level of trust as human creators?
It comes down to relatability and authenticity. People crave connection online, and human influencers offer a sense of reliability through shared experiences and emotions. AI influencers, while intriguing as a novelty, often feel detached—lacking the personal touch that fosters trust. Consumers have also expressed discomfort with brands relying on AI creators, citing concerns over originality and fairness to human talent. At the end of the day, audiences want real stories, not just polished facades, and humans are still the best at delivering that.
How do you see the process of brands discovering and selecting influencers changing in the coming years?
It’s shifting toward relevance over raw demographics. Instead of focusing on age or location, brands are zeroing in on topics and interests that align with their values and campaigns. Algorithms are getting niche, curating content based on what people care about, not just who they are. With emerging AI-powered tools, discovery is becoming less manual—brands can now match with influencers whose content truly resonates with their audience, ensuring better fit and stronger campaign outcomes.
What’s your perspective on influencer marketing expanding beyond social media into other areas like events or ad campaigns?
It’s a natural evolution. Consumers are more inclined to purchase from brands that collaborate with influencers on broader projects—think in-person events, brand trips, or multi-channel ads. These partnerships feel more immersive and authentic than a single post. It’s a chance for brands to tap into an influencer’s expertise on their shared audience, creating experiences that stick. To make this work, though, brands need to prioritize long-term relationships with creators, building trust and consistency across every touchpoint.
How do you envision career opportunities in influencer marketing growing for both creators and marketers?
The field is booming. On the creator side, while only a small percentage currently pursue this full-time, the creator economy’s growth—projected to double in value by 2027—means more opportunities to turn influence into a sustainable career. For marketers, influencer marketing is becoming a core pillar, with many leaders hiring dedicated managers to handle these programs. It’s no longer a side task; it’s a specialized role that demands unique skills and offers real career progression as brands recognize its direct impact on revenue.
What’s your forecast for the future of influencer marketing over the next decade?
I see it becoming even more integral to how brands connect with audiences. As platforms evolve and new technologies emerge, the focus will stay on authenticity and relevance—brands that build genuine, long-term partnerships with influencers will thrive. AI and other tools will enhance, not replace, human creativity, while strategies will prioritize niche communities over broad demographics. Ultimately, influencer marketing will continue to redefine how we think about media, culture, and connection, solidifying its place as a cornerstone of modern marketing.
