Unilever’s Bold Push for Influencer Marketing Sparks Industry Surge

Unilever’s recent announcement to amplify its influencer marketing strategy has created a significant ripple effect across the creator economy. In March 2023, CEO Fernando Fernández revealed plans to increase the number of influencers the company collaborates with by a staggering twenty-fold. This shift is not only a bold move for Unilever, known for brands such as Dove, Hellmann’s, and Vaseline, but it has also triggered a broader reassessment of influencer marketing strategies by other brands.

The consumer goods giant’s commitment to allocate half of its advertising budget to social media, up from 30%, is a clear signal of its dedication to this approach. Marketing executives and consultants have indicated that this strategy has catalyzed a “gold rush” for influencers, leading to increased competition and higher fees for many in the industry. According to Ruben Schreurs, CEO of marketing consultancy Ebiquity, the surge in Unilever’s influencer roster is expected to create significant price inflation and attract new entrants into the market.

By March 2023, Unilever had already partnered with nearly 300,000 influencers globally. This expansive initiative has motivated other major brands to reevaluate their own influencer marketing expenditures. For instance, a survey conducted by the influencer marketing agency Linqia in July found that 62% of marketers intend to boost their annual influencer budgets by 2026. Additionally, spending on influencers in the United States is projected to reach $37 billion by 2025, reflecting a 26% increase from the previous year, as reported by the Interactive Advertising Bureau.

The wave of interest in influencer marketing has led to an influx of inquiries from Fortune 500 companies eager to enhance their engagement with influencers. A marketing consultant from a prominent consulting firm noted an “incredible amount of inbound phone calls” since Unilever’s announcement. While not all inquiries were directly tied to Unilever, several brands cited its strategy as an inspiration for their own campaigns. Sarah Mansfield, a former VP of global media at Unilever, emphasized that when Unilever sets a precedent, other brands tend to follow suit.

During recent earnings calls, several major advertisers, including General Mills, Victoria’s Secret, and Asos, outlined plans to increase their influencer marketing budgets. Asos CEO José Antonio Ramos highlighted the company’s shift towards incorporating more community and influencer engagement, indicating a significant change in their marketing approach.

However, not all creators stand to benefit equally from this surge. The inflation in fees is primarily observed among macro influencers—those with followings exceeding 100,000—who often have representation by talent managers. This trend has allowed them to command higher fees following Unilever’s announcement. Conversely, the average spend per influencer collaboration has decreased, particularly in the user-generated content space, where the influx of new creators has saturated the market. A report from the influencer marketplace Collabstr indicated a 93% year-over-year increase in UGC creators in 2024, leading to a reduction in average spending from $214 to $202 per influencer in 2025.

The landscape of influencer marketing is evolving rapidly, with notable shifts in how brands engage creators. Olivia Wedderburn, head of influence at Born Social, noted that marketing rates are stabilizing in mature markets like the US and UK. Despite the disparities in fee inflation between macro and nano influencers—those with fewer than 10,000 followers—there is a consensus that Unilever’s strategy has marked a pivotal moment in the industry.

As the creator economy continues to develop, Unilever’s approach serves as a strategic response to a fragmented media landscape, where traditional advertising channels are increasingly overshadowed by digital platforms that offer targeted engagement. The dynamics of influencer marketing are set to evolve as brands adapt to this new environment, potentially reshaping the future of advertising as we know it.