Why even A-List celebs are rethinking their social strategy ... and so should you

In 2025, visibility isn't guaranteed — not even for A-list celebrities. If you’ve noticed more high-profile names showing up consistently on TikTok, Instagram Reels, and even live streams, it’s not random. They’re pivoting because the rules of influence have changed.

According to Blue Hour Studios latest research, brands spent $8.14 billion on influencer marketing in 2024, yet the old playbook of “demographic match + follower count = success” no longer works. Their study, The New Rules of Influence, breaks down how the game has shifted, and why creators and entrepreneurs must catch up, fast.

Here are the top takeaways:

Interests > Demographics
An influencer’s alignment with audience interests drives almost twice the impact of traditional demographic targeting. Translation? If you speak to people’s passions, you bypass their resistance and become part of their algorithm.

Viewership > Follower count
Think of social as the new TV. People are watching, but not always following. The research shows that reach, not follower count, is what moves the needle. Micro, mid-tier, and macro influencers all drive similar sales impact. So what matters is consistent views.

People are curating their algorithms
Over half of social media users are now actively “training” their feeds to show them what they want. They respond best to content that educates, entertains, or offers escape, not generic brand posts or self-promotion.

Here’s the part that matters for us:
This shift means your influence as a business, brand, or creative depends on how well your content connects with real people’s interests and needs, not just their profile data.

My take?
Influence is now about narrative power and strategic resonance. It’s not about being “authentic” in the shallow sense (I am currently writing about the myth of authenticity!) it’s about being intentional. Align your message with the ideas, movements, and problems people care about, and you’ll cut through.

If you want support building a brand narrative that actually earns attention in this landscape, I can help. My channel, services, and frameworks are built around helping creators and entrepreneurs build credible, strategic visibility that lasts.