From 2017 to Now: How Influencer Marketing Has Transformed in WordPress space

I’ve been working with content creators for seven years, and it’s fascinating to see how influencer marketing has evolved.

Like everything else, it has changed significantly, and I wanted to share my observations on where we are today and what the future holds.

Influencer Marketing in 2017: A Simpler Time

Back in 2017, there were fewer content creators, meaning less competition. 

The rise of affiliate marketing and brand collaborations was at its peak, and for many companies and influencers, it was a new and exciting concept. 

Brands were eager to experiment, and getting audience attention was much easier than it is today.

During that period, growing an audience felt more natural. With fewer content creators in the space, visibility was higher, making it easier for early adopters to gain traction and establish their presence.

Where Are We Now?

Fast forward to today, and the landscape has become more competitive. The focus has shifted toward high-quality content, created with clear intent and professionalism. 

I’m talking about genuine content – not AI-generated material but well-thought-out, valuable content that truly engages an audience.

The Rise of Quality and Consistency

Established WordPress content creators have set a high bar for newcomers. 

Take Imran from Web Squadron, for example – his journey to 100K subscribers showcases what it takes to succeed in this space:

• Consistency: he uploads an average of five videos per week, demonstrating commitment and reliability.
• Contribution: his active involvement in the Elementor community has helped build his strong reputation.
• Collaboration: engaging in live streams and discussions with other YouTube creators (e.g., Paul C’s Content Creators Show) has expanded his reach.
• Quality: his videos maintain high production standards, not just in terms of video and sound but also in the value of the content itself.
• Communication: his live Q&As create a strong connection with his audience.

Imran is just one example – many WordPress creators deserve recognition for their dedication and expertise. Perhaps I should compile a list of the top ones? 🤔

The Changing Relationship Between Brands & Content Creators

Brand collaborations have also evolved. Here are some key shifts:

1. Mass outreach is ineffective – simply messaging every content creator you find won’t have great results.
2. Alignment takes time – more time needs to be spent by both parties to determine if their values align.
3. Sponsorship expectations have changed – with an abundance of content about “earning with YouTube,” securing unpaid collaborations has become increasingly difficult. Many WordPress businesses don’t have the budget for massive sponsorship deals.

I still believe before forming sponsorships, creators should have data from past collaborations to present to brands – whether through a dedicated sponsorship page, a well-prepared presentation, or an email with relevant statistics.

At the same time, brands should shift from just making demands to actively supporting creators. A strong, long-term partnership benefits both parties far more than a one-off deal.

Summing Up: What’s Next?

I see several key trends shaping the future of influencer marketing:

• Effort and consistency remain crucial – success still requires trust-building, high-quality content, and a strategic approach.
• AI will assist, not replace, creators – AI tools will help streamline content creation, but authentic creators will always have the edge.
• Authenticity will continue to rise – Creators who understand their audience and provide genuine value will stand out.
• Brands will take a more strategic approach – they’ll spend more time analyzing collaborations to ensure mutual value.
• Collaborative content will thrive – Joint videos, live shows, and events will exceed solo efforts.
• Long-term partnerships will be the norm – ongoing relationships between brands and creators will prove more effective than one-time deals.

What Do You Think?

Do you agree with these observations, or have you noticed different trends?

*Featured image from WordPress photo directory