The Aftershock: Unilever’s Commitment to Influencers Shakes Up Industry

Earlier this year, Unilever sent shockwaves across the world by betting big on influencers.

One of the biggest FMCG companies in the world, the brand’s commitment to creator-led content has spurred other companies to follow suit. We’re seeing these changes in real time here at Socially Powerful, with more FMCG brands than ever seeking creator-led approaches.

What does this shift mean for brands and agencies globally, and how can you best prepare? Our Business Director, Coralie Hampson, did some digging to find out what Unilever’s promise means for you.

Read on to find out more.

Since March, we have seen a notable shift with major FMCG players actively seeking a partner to deliver creator-led content as they reallocate marketing spend from traditional production methods. We’ve had significant RFPs from household names specifically requesting creator-driven approaches – although we can’t pinpoint whether it’s a direct consequence of Unilever’s statement, it’s a clear pivot from how these brands traditionally operated.

@persiluk_

Skills and shirts to dazzle – Persil’s Padel Party was an epic day! 🎾 #Padel #Persil #Sport #BigZuu @Padel Social Club #LoveIsland @Big Zuu @Casey O’Gorman @Tom Clare @kazcrossley @Harry Pinero @sharky @Joseppi Baggzelini @ADEOLA PATRONNE @George Clarke @Joe Weller @Shane Cole @Nas Majeed

♬ original sound – Persiluk

Unilever’s CEO deserves credit for publicly committing to influencer marketing –  it seemingly set a new standard within the industry, empowering other senior leaders in that position to follow suit. 

However, coming out of Cannes and award season – whilst certain brands and campaigns are receiving significant recognition – there are numerous incredible brands that have been successfully executing creator-led strategies well before this recent industry spotlight. The current praise shouldn’t overshadow the pioneers who have been championing and delivering on this approach for years. 

@meghanmaebyrne

Unilever is increasing their influencer marketing budget in 2025—what does that mean for micro-creators? Follow for weekly brand talks and insider PR insights! #microinfluencertips #influencermarketing #influencerbrandtalks

♬ original sound – Meghan Byrne| Influencer Tips

The influencer rate increase narrative isn’t uniform – while fees are generally tracking with inflation, we’re seeing a two-tier system emerge. Top-performing nano and micro creators with exceptional engagement rates are commanding premium rates, but the widespread seeding culture is making it harder for the average, smaller creator to increase their fees significantly.

This shift is significant for procurement teams too – if not already ahead of the curve, they’re having to rapidly upskill on influencer marketing measurement and transparent fee structures. It’s not just about creativity anymore; it’s about building an environment where this creative can perform, be measured effectively, and scaled.

@hamzeh.majiet

🚨INFLUENCER MARKETING IS THE FUTURE 🚨 Unilever’s CEO just upped influencer spend from 30% to 50% of their media budget 😳 Why? Because influencer marketing is the FUTURE. Here’s the truth👇 People don’t trust corporates anymore. They trust people. Creators. Faces. Stories. If you have a brand or product and you’re NOT using influencers in your digital strategy… you’re leaving money on the table. 🔑 Influencers build trust 🔑 They drive action 🔑 They are today’s word of mouth Brands are moving with the times. Are you? influencermarketing unilever fmcgmarketing southafricanbrands marketingstrategy digitalmarketingtips brandbuilding productlaunch marketinginsights socialmediastrategy

♬ original sound – Hamzeh Majiet | Marketing &UGC – Hamzeh Majiet | Product & UGC

The bigger challenge remains creative saturation. With more influencer content flooding feeds, the brands succeeding are those investing in standout creative content that genuinely engages audiences rather than just chasing metrics. It’s becoming less about follower count and more about authentic connection and creative execution.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE, and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful