Why This Influencer Strategy Will Soon Dominate Social Media

The creator economy has never been more alive — and more competitive. With brands pumping billions into influencer marketing, the pressure to stand out is at an all-time high. But according to social media and creator economy expert Keith Bendes, one specific influencer strategy is about to take over every platform. And it’s not what most marketers are currently doing.

Welcome to the age of GROW — not just in audience numbers or reach, but in authenticity, connection, and trust. In this blog, we explore what this new wave of influencer strategy means, why it works, and how it might reshape the entire digital marketing landscape.

What Is GROW?

GROW is not a new tool or social media feature. It’s a mindset shift in influencer marketing. According to Keith Bendes, it refers to Giving Real, Organic, and Worthwhile content — instead of polished, overly-produced brand promotions that feel disconnected from real life.

In simpler terms, GROW is about making influencer content feel human again.

Bendes explains that audiences are increasingly immune to the classic formula of “smiling influencer holding a product with a discount code.” Today’s social media users crave authenticity, behind-the-scenes moments, and genuine storytelling. The next big influencer strategy? Influencers growing with their audience — not above them.

The Power of Authenticity

Traditional influencer campaigns often focus on reach, metrics, and aesthetics. But something’s shifted. Consumers are more skeptical. Fake followers, exaggerated claims, and staged content have eroded trust.

Enter GROW — a strategy grounded in authenticity.

According to research from Nielsen, 92% of consumers trust recommendations from individuals (even if they don’t know them) over brands. That’s powerful. But here’s the catch: they only trust those recommendations if they seem real.

Keith Bendes highlights that influencers who show their growth, struggles, and behind-the-scenes processes build a stronger bond with their audience. Think:

Startup founders sharing their failures
Fitness influencers documenting post-injury recovery
Creators sharing their mental health journey

These are not polished ads. They’re stories of growth — the kind people relate to and root for. When an influencer grows, the audience feels like they’re growing too.

Examples

GROW isn’t a theory — it’s already happening.

1. Emma Chamberlain

She turned YouTube vlogging into a raw, honest diary. No filters, no scripts. Now, she’s a global brand ambassador. Her growth feels personal to her audience.

2. Ali Abdaal

The productivity YouTuber frequently shows his learning curve — from being a junior doctor to launching his own businesses. His followers don’t just admire him; they feel part of the journey.

3. Jameela Jamil

Her posts about body image, mental health, and activism resonate because they’re grounded in vulnerability. She doesn’t promote perfect — she promotes growth.

Brands partnering with these influencers tap into their real stories, not just their follower counts.

How Brands Can Apply the GROW Strategy

For brands to succeed with GROW, they need to rethink how they choose and work with influencers.

1. Choose Real Stories Over Big Numbers

Instead of chasing mega influencers with millions of followers, look for creators with real engagement and ongoing narratives. Micro-influencers with strong community ties are often better suited for GROW-based campaigns.

2. Collaborate, Don’t Dictate

Let creators lead the conversation. Don’t send them rigid scripts. Let them incorporate your product or service naturally into their story — whether it’s a skincare brand becoming part of a self-care routine or a tech tool featured during an entrepreneur’s daily grind.

3. Invest in Long-Term Partnerships

GROW is about evolution. One-off posts don’t show growth. Brands should build multi-month collaborations so followers can see progression and deeper integration.

4. Embrace Vulnerability

Encourage creators to talk about struggles and learning curves. Let the product or brand be part of that journey — not a magic fix, but a companion.

Predictions

Keith Bendes believes GROW will become the dominant influencer strategy in the next 12 to 24 months — and for good reason:

Audience fatigue is real. Traditional influencer posts are starting to look and feel the same.
Authenticity scales — especially with TikTok, YouTube Shorts, and Instagram Reels pushing raw, real-time content.
Gen Z and Millennials now value transparency over perfection. They trust creators who share the “before,” not just the “after.”
Algorithm favor — social media platforms increasingly reward unfiltered, authentic content over high-gloss production.

In short, GROW aligns with both audience psychology and platform algorithms — a rare combination.

Social media is evolving fast. So is the way we trust, follow, and buy.

The influencer strategy of the future isn’t about reach. It’s about realness.

Brands that embrace the GROW approach — giving real, organic, and worthwhile stories — will stand out in a crowded digital world. Influencers who grow with their followers will lead the next era of content. And audiences will reward them with something far more valuable than likes: loyalty.

As Keith Bendes puts it, “Authenticity isn’t just a buzzword. It’s the bridge between brands and belief.”