The influencer marketing landscape is entering a new phase as more companies shift their attention from celebrity creators to the people who know their brands best: employees and customers. Instead of relying solely on paid personalities with large followings, businesses are investing in authentic, community-driven content that feels more relatable to online audiences.
The strategy reflects changing consumer expectations. Shoppers increasingly engage with behind-the-scenes videos, workplace moments, and customer stories that appear more genuine than traditional advertising. As brands look for new ways to build trust, many are experimenting with creator-style campaigns featuring everyday people rather than professional influencers.
Brands Turn Everyday Voices Into Marketing Assets
One example highlighted by CNN is medical technology company ResMed, which introduced its “CPAP Baddies” initiative to encourage people who use sleep apnea devices to share their experiences. Rather than centering its campaign on established influencers, the company has created social-first content with customers, featured employees in short-form videos, and organized community events designed to bring users together.
According to ResMed, the CPAP Baddies social channels generated 4.2 million views in a 30-day period and attracted more than 6,200 followers across Instagram and TikTok. The campaign focuses on increasing awareness of sleep apnea while helping users feel part of a supportive community.
The approach comes as influencer marketing continues to expand. According to Influencer Marketing Hub’s 2025 Benchmark Report, the global influencer marketing industry is projected to reach $32.55 billion in 2025, illustrating how creator-led campaigns have become a mainstream part of modern advertising strategies.
Other companies are exploring similar ideas. Starbucks previously announced that selected employees would create content for the company’s official social media channels, while prediction market platform Polymarket also experimented with community-focused social accounts.
Authentic Content Becomes a Competitive Advantage
As consumers spend more time on short-form video platforms, brands are looking for content that feels less like advertising and more like everyday conversation.
Keith Bendes, chief strategy officer at influencer marketing agency Linqia, told CNN that brands are recognizing “normal people” content often outperforms polished campaigns. His observation reflects a broader shift toward relatable storytelling, even when those campaigns are carefully planned and supported by significant marketing resources.
Consumer research also points in the same direction. A 2024 GoDaddy survey of 1,000 consumers found that 40% of Gen Z respondents trusted products recommended by influencers more than those promoted directly by businesses, helping explain why companies continue to rethink how they present their brands online.
Community Building Extends Beyond Social Media
Many businesses are no longer treating social media as a standalone marketing channel. Instead, they are combining digital storytelling with real-world experiences that encourage deeper customer engagement.
ResMed, for example, has expanded beyond online videos by organizing in-person meetups where CPAP users can connect with one another. The goal is not only to create shareable content but also to reduce stigma surrounding sleep apnea and strengthen long-term brand loyalty through community participation.
This blend of online engagement and offline interaction signals a broader evolution in brand communication. Rather than depending exclusively on high-profile influencers, companies are increasingly creating opportunities for customers and employees to become authentic advocates for the brands they already know.
As this trend continues, publications such as GrowBusinessMag are likely to watch closely how employee-generated and customer-led storytelling shapes the next chapter of digital marketing. While traditional influencer partnerships are expected to remain part of many campaigns, authentic voices from within a brand’s own community appear set to play an increasingly important role in the years ahead.
