You can't outspend influence. You can only partner with it

The way audiences make decisions has shifted. Instead of searching, we scroll. Instead of browsing shelves, we browse content. The creators we follow, the routines we watch and the trends that land on our FYP are shaping the next thing we try, buy or recommend. These everyday interactions with content are influencing our choices more than ever and transforming how audiences connect with brands.

From beauty and fashion to cleaning products and homewares, we’ve seen wave after wave of viral products selling out. Audiences race to grab the latest trend, eager to try it for themselves - often filming the process along the way. It’s the new cycle: see the thing, buy the thing, film the thing. And the momentum isn’t slowing down either. People are creating and consuming more content than ever before. They’re spending more time online and relying on social platforms as their primary source for discovery. Social media has shifted from entertainment to utility. Search behaviour has transformed and audiences aren’t going to Google first anymore - they’re searching their FYP.

Source: Mamamia Audience Study, November 2024 - January 2025, Mamamia Female Audience aged 20+ N=148 Q) How strongly do you agree or disagree with the following statements? Shown: ‘Strongly agree’/’Somewhat agree’

They want real results and real recommendations from real people - and the power of purchase now sits with the creators they trust, the trends they follow and the content they watch.

The trust audiences place in influencers for recommendations is rooted in the parasocial relationships they form with them. Followers watch their lives unfold day after day, creating a sense of familiarity and closeness that feels personal. Influencers have become an online best friend, and that intimacy is often why consumers trust their recommendations more than a brand’s, becoming a powerful currency in today’s world.

This shift in trust has also reshaped how brands show up online. Social media has transformed how they connect with people. What once felt distant and faceless now feels human and relatable. Through influencers and content creation, brands are building genuine, authentic relationships - and the impact is undeniable. They’ve never been more relevant or more present in the minds of consumers.

Source: Mamamia Annual Audience Survey, March 2025, Mamamia Audience: Australian women aged 18+ years N=1,044

And that’s because influencers now sit at every touchpoint of the consumer journey. From sparking awareness of a product or brand, to guiding consideration through tutorials and reviews, all the way to influencing the final purchasing decision - they’re shaping behaviour at every stage. Influencers haven’t just changed how people shop, they’ve changed how people decide what’s worth their time, attention and money.

How Influencer Marketing Is Rewiring The Consumer Journey

To keep up with culture and relevance, brands need to re-evaluate how they work with influencers. If audiences are spending their time across social platforms and using them as a search engine, then that’s where brands need to show up - in the moments where people are scrolling, relaxing and open to discovering something new.

Mamamia has recently launched our partnership with Fabulate, a leading AI platform shaping the future of influencer marketing. Together, we’re deepening the connection between brands and audiences - using insights to better understand what they want and deliver the content, recommendations and experiences that matter. Through this collaboration, we’re tapping into richer analytics to ensure stronger alignment between brands, creators and audiences.

With Mamamia’s trusted voice paired with Fabulate’s market-leading technology, we’re set to drive meaningful impact, stronger engagement and real conversation - elevating the way we connect across every touchpoint.