How Social Media is changing and reshaping business 

What you need to know?

Social media has reshaped how brands connect with consumers - and at the heart of this transformation is the rise of the influencers. Once considered a niche trend, influencer marketing is now a major player in global advertising strategies. A recent example? Unilever.

Unilever’s Bold Shift: Influencer-First Strategy

As reported by The Drum, Unilever is making a significant pivot. Despite job cuts aimed at reducing costs, the brand giant is doubling down on marketing investment - particularly in social media.

• 50% of Unilever’s global ad spend will now go toward social media.
• The company plans to increase its influencer partnerships by 20x.
• Budgets for social channels have risen from 30% to 50% of total media spend.

This isn’t just a shift in budget - it’s a shift in mindset. Unilever is adopting a “social-first” advertising model, aiming to meet consumers where they spend most of their time: on platforms like TikTok, Instagram, and YouTube.

Who Are Influencers, and Why Are They Winning?

Influencers are individuals who have built loyal audiences on social platforms, often in niche communities. They may not be celebrities in the traditional sense, but they wield real power – and trust.

They win because:

• Authenticity resonates: Audiences trust influencers more than polished ads.
• Niche beats mass: Micro and nano influencers reach highly engaged, targeted communities.
• Commerce is social: TikTok and Instagram are evolving into powerful e-commerce engines.

With the rise of social commerce specialists, influencers are no longer just about visibility - they’re driving real sales. This new generation of creator-marketers blends entertainment, recommendation, and conversion into one scroll-stopping moment.

“So why does it matter?” I hear you say.

Because this shift signals a broader industry trend: brands are prioritising agility, authenticity, and ROI - and influencers deliver all three.

As traditional media fragments and attention spans shrink, influencers are stepping up as the new media moguls: content creators, brand ambassadors, and trusted voices rolled into one.

So how can we help?
Here at BearJam, we’re growing, evolving, and sharpening our approach to support brands who want to work smarter with talent. From strategy and creative development to production and amplification - we bring iluencer partnerships to life with content that cuts through.