#ad isn’t enough anymore

According to Artevelde University of Applied Sciences’ Social Media & Influencer Marketing Barometer, only 58.5% of 16- to 39-year-olds now view influencer marketing in a commercial context positively. A drop of 11.4% compared to 2024. However, the influence remains strong: 43% look up brand information after seeing a post. The message is clear: people aren’t turning away from influencers, but from ambiguity and over-commercialisation.

Fortunately, the sector is moving in the right direction. More and more creators are going beyond a simple #ad or #sponsored. They explain why they’re partnering with a brand. Meanwhile, brands are investing in long-term collaborations, an essential step towards sustainable trust between consumers, brands and creators.

Over-commercialise, and you lose credibility. Ignore the rules, and you risk reputational damage or worse. Selectivity, authenticity and regulatory know-how are no longer nice-to-haves. They’re essentials.

1. Look at the bigger picture
   Where we used to focus solely on ‘brand fit’, there’s now much more to consider: budget, duration, creative freedom. A solid collaboration starts with a clear pitch: concrete, transparent and long-term.
2. Do your compliance check
   As a brand or agency, you share responsibility. Make sure creators follow the rules and encourage them to do so. The recently introduced Influencer Certificate can help. It’s a simple way for influencers to show they work professionally and by the book.
3. Use common sense
   Flagging a post as advertising is (almost) obvious by now. But ethical behaviour goes further. Are you using AI in your content? Promoting alcohol? Involving your children in videos? Be transparent. Think about the impact of what you share. Transparency isn’t just a box to tick anymore. It’s the foundation of trust and the strongest competitive edge you can have today.