In the spring of 2023, Meta started declaring that “creative is the new targeting”. This isn’t just a catchy phrase. It’s actually a seismic shift in how we need to think about performance marketing. For years, digital marketers obsessed over granular audience targeting and bidding strategies, but Meta’s own data now shows that more than half (56%) of all action outcomes are attributable solely to creative quality. It’s not about who you target, or how much you spend, but what you actually put in front of people. In other words: if your content isn’t resonating, your campaign simply won’t deliver.
This new reality demands a fresh approach that goes beyond A/B testing minor tweaks to a single asset. Brands must now deliver a portfolio of creative that speaks to different audiences, in different styles, and across multiple formats. The days of “set it and forget it” are over. Even the best-performing ads need regular creative refreshes to offset fatigue and keep costs in check.
So, where does influencer marketing fit into this new creative-first landscape? In my experience, influencer content is not just the smartest way to meet this challenge, it’s also the most cost-effective.
Influencers are uniquely positioned to deliver the kind of dynamic, platform-native creative that Meta is calling for. Their content is inherently varied, authentic, and tailored to the nuances of their own audiences. In fact, 65% of influencers want to be involved in the creative process from the start, ensuring that the final product doesn’t just look good, it feels real, and it resonates. This authenticity is exactly what stops the scroll and sparks engagement: 67% of consumers say the best brand-influencer collaborations are honest and unbiased.
From a budget perspective, influencer marketing offers remarkable flexibility. You don’t need to break the bank on a single celebrity endorsement; nano, micro- and mid-tier influencers can deliver high engagement and conversion at a fraction of the cost, thanks to their close-knit, highly engaged communities. You can scale up or down, swap in different hooks, mix and match creators, and repurpose top-performing influencer assets across your own channels and paid media for even greater efficiency.
At Sway Group, we’ve been championing this model for years. We see firsthand how the right influencer partnerships consistently outperform traditional creative in both engagement and ROI. As creative becomes the new targeting, influencer marketing isn’t just a nice-to-have; it’s the most agile, scalable, and affordable way to ensure your brand’s story gets seen, heard, and remembered.
I know I talk a LOT about remembering the importance of top of funnel tactics, but if you are also ready to rethink your creative strategy for today’s performance-driven world, influencer content is your most powerful and budget-friendly tool to make that happen.
More next week!
Danielle
P.S. Thank you to Christina Soletti from longtime Sway Group client Ergobaby for suggesting this week’s topic. If you have any topics you’d like me to cover, please let me know! I love the input.