Influencer marketing has been around for a long time. We used to refer to it as celebrity endorsements or paid actors. In recent years, it’s evolved to include people online who have followings that match your ideal audience, whether those followings are a few thousand or a few million. The larger the following, the higher the potential fees for endorsements or promotions.
Traditionally, influencer roles were pretty straightforward: deliver a message about a company, product, or service to their loyal fans—and get paid. Sometimes, the influencer created their own message; other times, guidelines and specifics were provided for them to follow. Content could be as simple as a tweet or social media image and text or as elaborate as a full-blown video demonstrating how to use the product.
That approach has helped move the needle for many businesses. But I have a prediction about where influencer marketing is headed in 2025.
What is Influencer Marketing
Influencer marketing is a strategy where businesses collaborate with individuals who have built a loyal online following to promote their products or services. Unlike traditional celebrity endorsements, modern influencers can range from niche content creators with a few thousand followers to major personalities with millions. The power lies not just in numbers, but in trust—followers value the opinions and recommendations of influencers they relate to. Influencer content can take many forms, from a simple Instagram post to an in-depth YouTube video. For local businesses, this means partnering with relatable voices—or becoming one yourself—to reach the right audience in an authentic, engaging way. In 2025, the definition of an influencer is expanding. More and more, it includes business owners who share their own stories and experiences, connecting directly with their community through real, unfiltered content.
Why local business owner needs influencer marketing
In today’s digital world, trust and authenticity matter more than ever—especially for local businesses. Consumers want to buy from people they know, like, and trust. Influencer marketing helps local business owners build that trust in a personal, relatable way. Here’s why it’s essential:
- People trust people, not brands
Customers are more likely to engage with content from a real person than a faceless logo. By showing up as the face of your business, you build stronger, more genuine connections. - Local influencers speak directly to your community
Whether it’s a mom with a parenting blog or a fitness coach with local followers, these influencers already have the trust of your potential customers. - Cost-effective and high-impact
Unlike national campaigns, working with micro or local influencers can be more affordable and generate better engagement from a highly targeted audience. - You can be your own influencer
As a local business owner, your story, personality, and presence are your strongest marketing tools. Sharing behind-the-scenes moments, tips, and everyday life builds familiarity and loyalty. - Helps generate word-of-mouth referrals
When people feel connected to you, they’re more likely to recommend your business to friends, family, and neighbors. - Stands out in an AI-saturated market
While many brands turn to automation, being real and relatable helps you break through the noise.
Influencer marketing isn’t just for big brands—it’s a powerful growth tool for local businesses ready to stand out and build lasting relationships.
How To do influencer marketing for Local business
Influencer marketing doesn’t need to be complicated or expensive. For local businesses, it’s about connecting with the right people and showcasing your authenticity. Here’s how you can get started:
- Identify the right influencers
Look for influencers who align with your brand values and cater to your target audience. These could be local bloggers, community figures, or even your loyal customers with a strong social media presence. - Be the influencer
You don’t need to hire anyone else to represent your brand. You, as the business owner, can be the influencer! Share your story, your expertise, and your passion for your business. Post about your daily activities, behind-the-scenes moments, and community involvement. - Create authentic content
Focus on real moments instead of highly staged content. Share videos of your team in action, your product in use, or your participation in local events. This builds trust and allows your audience to see the human side of your business. - Engage with your community
Respond to comments, ask for feedback, and create conversations with your followers. The more you engage, the more invested your audience will become in your business. - Leverage user-generated content
Encourage satisfied customers to post about their experiences with your product or service. Re-share their posts on your account to show authentic testimonials and build credibility. - Track and adjust your approach
Monitor the success of your influencer marketing campaigns by analyzing engagement and conversion rates. Refine your strategy based on what resonates most with your audience.
By following these steps, you can effectively harness the power of influencer marketing to grow your local business and build meaningful relationships with your community.
How influencer marketing Help local business owner to grow their business
Influencer marketing offers local business owners a powerful tool to increase visibility, build trust, and drive sales. Here’s how it helps you grow:
- Builds trust and credibility
Influencers already have established trust with their audiences. When they promote your business, their followers are more likely to trust your brand and be inclined to purchase. Personal endorsements from local figures carry more weight than traditional advertising. - Improves local visibility
Working with local influencers helps you tap directly into your community. They bring your business to the attention of their followers, increasing your visibility in your target area. It’s a cost-effective way to promote your products and services within your local market. - Encourages word-of-mouth marketing
Influencer marketing fosters organic word-of-mouth recommendations. When an influencer shares their positive experience with your business, their followers are more likely to talk about it with friends, family, and colleagues, spreading your brand’s reputation. - Increases engagement with your audience
Posting authentic content and interacting with your audience creates more meaningful engagement. As a result, your customers feel more connected to you and are more likely to become loyal patrons. - Generates direct leads and sales
With clear calls to action and influencer recommendations, influencer marketing drives traffic to your website or store. This can directly lead to increased sales, appointments, or sign-ups for your services. - Differentiates you from competitors
By showcasing your unique personality and values, influencer marketing allows you to stand out from other local businesses that may not be embracing the same approach.
Incorporating influencer marketing into your strategy allows local business owners to create authentic connections, build lasting relationships, and ultimately, grow their businesses.
Influencers Will Be Someone Different
Compare the number of followers a company has to the person behind the company. It’s not uncommon to see a huge difference in their follower and engagement numbers. Why is this important? A few reasons:
- People like to interact with people rather than faceless companies.
- They’d rather see the (local) business owner demonstrating a new product or explaining services than watch a paid actor do it.
This paves the way for another important shift in 2025: authenticity.
Authenticity Matters
Why is authenticity going to play such a big role this year?
We have bots interacting with us at nearly every level, from website chats and customer service bots to AI phone answering services and AI avatars. People are craving something real—someone real.
They want to be out to dinner or walking down the street and recognize the owner of the business that just fixed their heater or air conditioner. That recognition goes beyond “ABC fixed my heater” and becomes something more personal:
- “See that person over there? They own XYZ Local Business. They were at my home last week and fixed my air conditioner.”
- Friend: “How do you know who he is?”
- You: “I saw his videos where he explained how often to replace filters. He also mentioned he loves hiking and has three kids, and I felt I could trust him. Plus, his kids go to the same school as my daughter.”
That level of connection is nearly impossible to replicate with a paid influencer or local actor.
What Does This Mean?
It means there’s a significant opportunity—especially for local business owners—to create content that shares a bit of your personality and personal life. This allows potential customers to form a connection with you, almost like a person they know. When they or their friends need your product or service, they don’t just say, “I used XYZ, and they did a good job.” They say:
“I know the owner, not personally, but through watching their videos and reading their content. They started their company because of XYZ, they support Big Brothers Big Sisters, and I trust them.”
The Time Is Now
There’s an old saying in advertising that still holds true, even 70 years later:
“See what everyone else is doing, and do something different.”
In other words, zig when the market is zagging.
Many are turning to AI and automation to create content. That means the opportunity to stand out by being the face and personality behind your brand has never been better.
Get in front of the camera. Show how much you enjoy going to your kids’ soccer games or coaching the team. Give people a glimpse of who you are—how you work with kids, talk to parents, and engage with your community. That is authentic influence.
Post images of you (and, if they’re comfortable with it, your family) on a hiking trail. Share your love of the outdoors. These genuine moments will attract people who appreciate your values and your interests. As the saying goes, “birds of a feather flock together,”—and in marketing terms, that’s a major opportunity.
Influencer Next Steps
– Start sharing images on your personal account that show you doing things you enjoy.
– Create videos demonstrating how you train your staff or how you interact with customers in their homes.
– Don’t stage these moments; document them. Show people who you really are.
Be the influencer of your company. By being genuinely you—and sharing that with your audience—you become the true influencer your business needs in 2025 and beyond.
Let’s talk! Reach out to SwingPointMedia now and start embracing AI in your marketing strategy.
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