Why follower count no longer matters on social
Brands are moving away from follower counts as the metric of influence. In the era of algorithm-driven content, engagement, storytelling, and authenticity now determine a creator's real impact.
When discussing influencer marketing, it is easy to get lost in follower counts, engagement rates, and reach.
But the conversation at Omnicom Media Group and Meta’s From Content to Commerce: Redefining Social in the Gen AI Era, which I attended last week as a creator, went beyond metrics.
It became clear that the real power of influencer marketing lies in something much more profound: authenticity, storytelling, and the ability to shape culture and commerce simultaneously.
The panel, moderated by Gina McKinnon, CEO of OMG APAC's content division, featured Yannick Ott, Marketing Director at Porsche Asia; Katie Ewer, Global Strategy Lead for Reels at Meta; and Alicia Dusadidecho, a content creator who has built a deeply engaged community. Together, they unpacked how creators, whether human or AI, are not just shaping trends but actively driving commerce in the digital economy.
The evolution from influence to commerce
For years, brands treated influencer marketing as a reach game, paying top-tier creators to push products to drive sales. But as Katie Ewer from Meta pointed out, the landscape has shifted dramatically.
“Creative is the new targeting,” she said, explaining that social platforms no longer prioritise pushing content to a creator’s direct followers. Instead, algorithms surface content to those most likely to engage with it, whether they follow the creator or not.
This shift has massive implications for brands. No longer is it about selecting the influencer with the most significant following. It’s about finding content creators who can craft compelling stories that resonate far beyond their immediate audience. This is where influencer content transforms commerce by endorsing products and making them aspirational and culturally relevant.
Porsche’s 30th anniversary in Thailand
Ott shared how Porsche leveraged influencer content to celebrate its 30th anniversary in Thailand. Given that Porsche operates in the luxury segment, owning one is often perceived as an unattainable dream.
“But that should not stop you from dreaming,” Ott said.
Instead of focusing on product-first marketing, Porsche tapped into something more emotional: the universal pursuit of dreams. They partnered with Puma to create an exclusive product line as an entry point for younger consumers, allowing them to connect with the Porsche brand before they could afford a luxury car.
In addition, they collaborated with 88rising, a global Asian music and media collective, to reinforce the campaign’s cultural impact.
The strategy worked. It drove sales and positioned Porsche as a brand that champions ambition and creativity, an emotional connection far more potent than a traditional advertisement.
The role of creators in commerce
Content creator Dusadidecho shared her perspective on the term "influencer," which she initially hesitated to embrace. “I never considered myself an influencer,” she admitted.
But when brands started asking for her opinions and followers began asking for her thoughts on upcoming designs and trends, she realised that influence isn’t about self-promotion but trust.
Trust drives commerce. When creators form an authentic connection with their audience, their recommendations carry weight. Dusadidecho emphasised that successful influencer-driven commerce is about storytelling, relatability, and embodying a lifestyle that followers aspire to, not just pushing products.
This is where AI influencers pose an interesting challenge. AI-generated personalities, such as Lil Miquela, have already landed major brand deals, working 24/7 without the human constraints of fatigue, ethics, or personal values.
“It’s a real concern,” Dusadidecho admitted. AI influencers are cheaper, scalable, and customisable. However, they lack the one thing that makes influencer marketing effective: genuine human connection.
The shift from metrics to meaning
Ewer stressed that brands need to rethink how they evaluate success in influencer marketing. The old way, looking at follower count and reach, is no longer enough.
“Don’t just look at the numbers,” Dusadidecho reinforced. Brands should focus on:
Engagement quality: Are people having honest conversations in the comments?
Community strength: Is the creator shaping a movement, not just selling a product?
Authenticity: Does the creator’s content align with the brand’s values organically?
Dusadidecho said, “It’s no longer just about looking at follow counts. Sometimes, look at unfollow counts.” In other words, an engaged niche audience is far more valuable than a disengaged mass following.
The APAC region has a unique relationship with influencer culture. Unlike in Western markets, where influencers are often seen as standalone personalities, in Asia, influencer communities operate as collective ecosystems.
Dusadidecho highlighted how brands like Revolve USA, when launching in Singapore, brought together Southeast Asian creators as a collective rather than treating them as individual markets.
This cross-border collaboration has helped regional creators gain influence beyond their home countries, making influencer-led commerce a powerful tool for brands looking to expand across multiple APAC markets.
The rise of AI creators and the future of influencer commerce
One of the more polarising discussions was around the rise of AI-powered creators. Some brands like Porsche are already experimenting with AI avatars, as high-powered virtual assistant that enhances customer engagement.
However, the key takeaway was that AI’s role in influencer commerce would likely be more supportive than front-facing. It would help with productivity and content generation rather than entirely replacing human creators.
Luxury brands, in particular, will need to tread carefully. Ott from Porsche noted that luxury is built on craftsmanship, heritage, and human touch. While AI can streamline content production, it cannot replicate the personal connection a human creator can forge with their audience.
Commerce is the byproduct of connection
As the panel concluded, one thing was clear: Successful influencer-led commerce is not about selling. It’s about storytelling. Brands collaborating with creators not as advertisers but as cultural curators will drive deeper engagement and long-term brand loyalty.
Influencer marketing has evolved beyond mere product placements. It is now about shaping narratives, creating cultural relevance, and building movements.
As Ewer aptly said, "Creative is the new targeting." In a world where content is increasingly algorithm-driven, brands that prioritise compelling, authentic storytelling will see the most success.
The takeaway for brands looking to leverage influencer content for commerce is simple: don’t chase reach; chase relevance. Brands understanding this shift will drive sales and create communities beyond a single transaction.
Thanks Shawn for sharing your insights, I'm learning a lot (and starting from a very low base 😉) and didn't even know AI generated personalities like Lil Miquela existed.
To me, it's a statement of the obvious that ultimately we humans want to be seen - by another human, or in or by a tribe and a community.
AI is generative at this moment and the human mind, heart, soul and hands are creative. My two cents worth while I am learning more about AI and how we interact with it.
What also caught my attention is the collaborative approach of APAC influencers versus the individualistic approach of Western influencers in commerce.
Thanks again!