How have influencer relationships with audiences evolved?

[phonenumber]

As algorithms become more personalized, fandoms become more intense and influencer marketing grows even more mainstream, the potential risk of influencer harassment and brand backlash heighten. Brands should be mindful about protecting themselves (and influencers) by forging long-term relationships built on trust, respect, transparency and mutual benefit.

In the past two decades, influencers have emerged as british indian ocean territory b2b leads powerful figures—shaping trends, opinions and consumer behavior on social and beyond. Central to this phenomenon are the parasocial relationships influencers foster with their audiences.

In the mid-to-late 2010s, influencers were viewed more like distant celebrities, admired from afar, with hyper-curated content (including some #vulnerable posts mixed in) and limited interaction beyond likes and comments. However, as social media platforms diversified and user engagement deepened, so too did the nature of audience-influencer relationships. This shift coincided with a move from curated perfection to “authentic” vulnerability that fostered deeper emotional connection.

Sometimes these connections can manifest in ways that harm brands, influencers or both. Like the influencer whose fans flooded UCLA’s comments after she was rejected from the school.

A TikTok video from @xoavreett. In the post, the creator explains how UCLA's comments have been flooded since the influencer @nicole was rejected from the school.

As influencers’ relationships with their communities continue to expand, so too have audience demands from influencers and the brands they’re associated with (directly or indirectly). And these exchanges are taking place on public forums for the whole internet to see.