If you’ve been keeping up with marketing trends and brand partnerships, you won’t be surprised to hear that the influencer economy continues to reach new heights.
What began as static Instagram posts and self-edited YouTube videos has now transformed into a 24-billion-dollar industry.
In 2025, influencers are no longer just content creators and trendsetters — they’re entrepreneurs and thought leaders. Experts predict this trend will only grow, with more influencers leveraging their platforms to launch independent brands, podcasts, and subscription-based content.
With all that said: let’s dive into why influencers are expanding their content strategy, what channels they’re leveraging, and the impact it is having.
Why content diversification is the way forward for influencers
You may be thinking: “Influencers already carry so much weight on social media and sway over purchasing decisions – why would they need to extend their brands and diversify content?”
The answer lies in the rapidly evolving digital ecosystem and changing audience behavior. Influencers have evolved to become full-fledged brands in their own right that need diverse content strategies to stay relevant, grow their reach, and build resilience against industry shifts.
Here are a few reasons why:
1. Establishing a presence outside of “go-to apps”
You’ve probably heard the saying “Don’t put all your eggs in one basket.” And your content strategy is no exception.
Relying solely on social media platforms for visibility and monetization is no longer a sustainable strategy, especially with the unpredictability of algorithm changes or bans.
We’ve seen the impact of limiting your strategy to a singular platform materialize this year with the looming TikTok ban in the U.S. In response, creators are recognizing the need to future-proof their businesses.
To maintain influence and revenue, creators are diversifying their content across multiple platforms, launching their own products, and finding new ways to engage with their audiences beyond traditional social media sponsorships.
2. Integrating influencer marketing into content marketing
A key factor driving this shift is the integration of influencer marketing with content marketing. Brands are increasingly leveraging influencer-generated content not just for reach but as paid assets for broader digital campaigns. This unified approach allows brands to maximize engagement while ensuring that influencer partnerships generate tangible business outcomes.
As a result, influencers who establish their own content ecosystems — through podcasts, newsletters, or exclusive membership communities — position themselves as more valuable partners in a brand’s long-term marketing strategy.
3. Changing consumer preferences
Beyond financial security, influencers are also responding to changing consumer expectations. Audiences today crave authenticity and meaningful engagement, and they are more likely to support influencers who align with their values, whether that’s sustainability, mental health advocacy, or ethical business practices.
At the same time, social commerce continues to grow, with influencers playing a pivotal role in making online shopping more interactive and immediate. Features like live shopping, affiliate marketing, and direct-to-consumer product launches are transforming influencers from content creators into full-fledged entrepreneurs.
4. Building audience relationships through owned channels
Finally, with growing concerns over data privacy and platform dependency, many creators are building direct relationships with their audiences through owned channels such as email lists, private communities, and subscription-based content.
This shift not only reduces their reliance on social media algorithms but also allows them to create a more personalized experience for their most engaged followers.
Now that you understand a bit more about why influencer brand extensions are the way forward, let’s dive into some channels they’re using and why they’re so effective.
Content diversification strategies that work
From promoting other brands to launching their own
Influencers have always held significant sway over consumer behavior. Here are the numbers:
- 63% of consumers are likely to buy products from an influencer they follow
- 66% of Gen Z and Millennials say they trust influencers’ opinions the same way they do personal recommendations from friends
- 63% of marketers report that influencer-generated content performs better than brand-directed content
However, the shift from promoting other brands to launching their own is what’s reshaping the industry.
Consider Paige Lorenze, a lifestyle influencer who launched Dairy Boy, a denim, clothing, and housewares brand. The company’s success lies in its authenticity; Lorenze’s personal connection to her brand resonates deeply with her followers and shines through in every design and marketing choice.
Similarly, Alex Cooper, the host of the wildly popular Call Her Daddy podcast, expanded her empire with Unwell Hydration, a beverage brand that’s captured much of her Millennial and Gen Z audience.
Why it’s working
By creating proprietary products, influencers can monetize their audiences more effectively, build equity in their ventures, and ensure greater control over their narratives.
The success of influencer-led brands often stems from a few key factors:
- Built-In audiences: Influencers already have loyal followers who trust their recommendations.
- Authenticity: When influencers align their brands with their personal values or lifestyles, it feels organic.
- Community engagement: Influencers have direct lines of communication with their customers, enabling real-time feedback and deeper connections.
Podcasts: The next big move for influencers
Podcasting has emerged as a powerful extension for influencers looking to diversify their content and deepen audience engagement.
Let’s go back to Alex Cooper’s Call Her Daddy for a minute. While she was a micro-influencer before the show, it’s undeniable that she garnered most of her fame from the podcast. After garnering headline deals with various companies including Barstool Sports, SiriusXM, and Spotify, she started her own network, Unwell, and signed big names like Alix Earle, Madeline Argy, and Harry Jowsey.
But Alex Cooper isn’t the only influencer making waves in podcasting. Tana Mogeau and Brooke Schofield’s Cancelled, Emma Chamberlain’s Anything Goes, and Hannah Berner and Paige DeSorbo’s Giggly Squad are big players on the scene consistently placing in the top charts.
Why it’s working
Unlike static posts or short-form videos, podcasts allow creators to share longer-form, more nuanced content, making their audiences feel more connected to them – like they’re calling or FaceTiming a friend.
Here are a few more reasons why podcasts have been such a lucrative expansion for influencers:
- Engagement and connection: Podcast episodes create space for longer, more engaging conversations – which last for over a half hour on average.
- Convenience: Listeners can tune in while they’re on the go. In fact, 71% of people say they tune into podcasts because they can multitask. This allows influencers to connect with listeners wherever they are, creating impactful touchpoints without requiring a dedicated screen or uninterrupted attention.
- Content diversification: Podcasts are one of the easiest mediums to repurpose and extend. From exclusive content and selling merch to live shows and high-profile cross-promotions, the content opportunities are endless.
For your eyes only: The rise of exclusive content
As social media platforms become more crowded, a TikTok ban looms, and algorithms become increasingly unpredictable, many influencers are turning to subscription-based models to build more reliable revenue streams. Some examples include:
Paid newsletters
Platforms like Substack have empowered creators to monetize their written content. By offering insights, advice, or curated recommendations, influencers can charge a monthly fee while delivering high-value content directly to subscribers.
This model has proven particularly effective for thought leaders and niche experts in the B2B and tech spaces. Some of our favorites include: Lenny’s Newsletter, Link in Bio, and BIG by Matt Stroller.
Exclusive podcast content
This typically consists of some type of premium subscription that offers exclusive content like live Q&As, online (or in-person) meetups, direct messaging with hosts, behind-the-scenes info, extended episodes, early episodes, etc;
With influencers having a large subsect of super fans, this model works well. People are only willing to pay for experiences that make them feel special and part of an exclusive community.
Podcasters can register with the platforms below to start earning:
- Spotify and Patreon Collaboration: Offers Patreon-exclusive content directly on Spotify.
- Apple Podcasters Program: Lets creators sell subscriptions with customizable perks like ad-free listening, bonus episodes, and early access.
Membership-only communities
Like the exclusive podcast content opportunities above, many influencers offer tiered memberships for other kinds of content on platforms like Patreon and Ko-fi. Again, the options for content offerings are endless as long as your audience finds them valuable.
Why it’s working
When fans join a paid newsletter or subscribe to a VIP podcast feed, they aren't just paying for content; they're joining an exclusive community. These communities foster deeper relationships while also rewarding the most loyal fans with insider access.
Specifically, this model works so well because of:
- The appeal of exclusivity: Limited-access content encourages audiences to pay for the privilege of access. This is why platforms like Patreon and Apple Podcasts' subscription services do so well—they allow influencers to offer experiences that feel special and unique.
- The shift toward curated content: Consumers are increasingly seeking curated, high-quality content over endless scrolling. The act of paying for content often leads to higher engagement, as audiences feel more invested in the material they've financially supported.
- The power of community-driven experiences: Fans are more likely to invest when they feel part of a like-minded community. Subscription platforms often provide these communal spaces through live chats, exclusive events, and shared interests, fostering stronger connections between influencers and their audiences.
Don’t discount LinkedIn
While platforms like Instagram and TikTok dominate the influencer landscape, LinkedIn is quietly becoming a hotspot for creator content, particularly in the B2B and tech sectors with the rise of employee thought leadership.
Unlike other social media platforms, LinkedIn offers a unique opportunity for influencers to connect with a professional, decision-making audience. The platform has seen a surge in employee-generated content, where individuals share thought leadership posts, industry insights, and personal takes on professional experiences.
This has led to the emergence of a new category of influencers: professionals who build personal brands that extend beyond their companies.
Why it is working
LinkedIn's algorithm tends to prioritize high-quality, engaging content—especially posts that spark discussions and demonstrate subject-matter expertise. As a result, influencers can achieve significant organic reach without relying heavily on paid promotions.
In particular, LinkedIn is becoming an influencer hub because:
- Enhanced networking opportunities: Unlike other platforms where interactions often stay within comment threads, LinkedIn facilitates direct connections with industry leaders, potential collaborators, and brands. This makes it easier for influencers to build long-term partnerships and monetize their expertise.
- Access to decision-makers: LinkedIn's user base consists of professionals across industries, including executives, entrepreneurs, and hiring managers. This makes the platform particularly attractive for influencers in sectors like business, tech, finance, and education.
- Diverse content formats: From text-based posts and articles to videos, polls, and live streams, LinkedIn supports a variety of content formats. This flexibility allows influencers to experiment with different types of content to see what resonates most with their audience.
The next steps for influencers
The influencer economy is no longer just about likes, shares, and followers. It’s about building lasting businesses, fostering deeper connections with audiences, and innovating in ways that traditional brands often cannot.
From launching their own brands to dominating new forms of rich media like podcasting, influencers are proving that their reach extends far beyond social media.
However, success in this space requires more than clout. In order for influencer brand extensions to work, they need to have these things in mind:
- Unique offerings: Influencers need to develop truly distinctive products or services that solve real problems or address unmet needs.
- Authenticity: Audiences can spot inauthentic ventures from a mile away. Successful brands are those that align closely with an influencer’s values and expertise.
- Quality over quantity: Instead of launching multiple ventures, influencers should focus on excelling in one area before expanding further.
And above all, influencers need to keep their audience at the forefront. By understanding their wants, preferences, and pain points, they’ll be positioned to consistently provide them with relevant, valuable content. Whether that’s through entertainment, knowledge, or why they need your latest product launch.
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