New marketing: So conquer the world of influencers!

New marketing: So conquer the world of influencers!

The trend towards "Community Trips" is becoming increasingly important in the marketing world, since brands such as Refy Beauty, Waterboy and Noles rely on this strategy in order to counteract increasing consumer fatigue towards influencers. These marketing methods react to the criticism that influencers travel received due to a lack of diversity and sensitivity. In particular, the influencer trip from Tarte Cosmetics to Dubai in 2023 caused negative response and brought the skepticism of consumers to the motives of the influencers, as reported on omr In contrast to these traditional influencers Reisen, Refy Beauty organized a community trip to Mallorca in July 2024, in which eight customers including micro influencers took part. This initiative resulted in an impressive increase in engagement by 250 percent on its Instagram Broadcast Channel. Waterboy, on the other hand, selected his participants through challenges, which led to 2.3 million impressions on Instagram. In view of this success, Waterboy plans a new journey and involves influencers in the doctorate.

news from the world of influencer marketing

noles, a German perfume startup, has also organized a community trip to present a new fragrance. The trip to Samos reached astonishing 275,000 Instagram accounts within the first few hours and recorded over 5,000 applications. These developments reflect the growing relevance and the potential of community strategies compared to traditional influencers.

The change in influencer marketing is not only a reaction to the consumer opinion, but also an answer to the growing influence of this marketing form. According to an analysis by Statista , influencer marketing had a market value of almost 10 billion US dollars in 2020 and is expected to exceed the 30-millions mark by 2025. The increase in platforms for marketing influencers makes cooperations between brands and creators increasingly lucrative.

A global study from 2025 shows that around 14 percent of marketers are planning to plan 10-15 percent of their budgets for influencer marketing, while some even want to use over half of their marketing means for sponsored content. It should be noted that travel influencers are considered the most trustworthy category, with over half of the respondents say in a report from 2024 to feel them useful.

insights and trends

In addition, more than 40 percent of the participants in several countries report that they will discover new brands every week through influencers. However, trust in the recommendations of influencers varies greatly depending on the region: almost 90 percent of Brazilian consumers trust them, while around 70 percent do this in France. The importance of influencer marketing continues to grow, and brands are increasingly investing in partnerships with creators to promote commitment and to influence consumer behavior.

summarized it is shown that the marketing landscape changes and strategies such as Community Trips could be the right way to counter the challenges of influencer tiredness.