Influencers used to be the golden ticket for small brands. A decade ago, the right post could mean instant sellouts. But it’s 2025 – and relying solely on influencers is like setting your budget on fire, delivering little more than fleeting engagement.
Most of us are not Amazon. We don’t have endless budgets to throw at marketing experiments, and we certainly can’t afford to ignore the fundamentals of business. Success today isn’t about chasing viral moments – it’s about strategy, community, and understanding your market inside-out.
Here, Rebecca Klodinsky, the multi-million dollar Australian business builder, shares her tips on how to grow a brand in 2025 without burning through cash on influencer hype.
1. Own Your Niche
Trying to appeal to everyone is a waste of time and money. Instead, go all in on a single niche. Understand your audience inside-out – their habits, needs, and pain points. The deeper your knowledge, the more effective your marketing.
2. Build Trust and Community – Not Just Hype
Trust is what builds long-term success. Brands that cultivate strong online communities have the biggest advantage – because when customers feel connected, they keep coming back. This means talking with your audience, not at them. Respond to comments, answer DMs, and create spaces where your customers can engage with your brand beyond just a transaction.
3. Content is (Still) King – But Only if It’s Done Right
Content isn’t about mindlessly churning out videos because “the algorithm says so.” Great content solves problems, entertains, and resonates with your audience. If your content isn’t useful, engaging, or shareable, it’s just noise. Storytelling, behind-the-scenes insights, and real value-driven content will always outperform another soulless product reel.
4. Solve Real Problems – Continuously
Your brand’s success isn’t about what you sell, but about the problem you solve. The best brands constantly evolve based on real customer pain points. Talk to your customers, listen to feedback, and iterate. If you’re not actively solving problems, you’re making noise in an already crowded market.
5. Customer Service is Your Secret Weapon
People remember how you treat them. A great product will get someone through the door, but exceptional service will keep them coming back. In a world where customers are spoilt for choice, social proof from happy customers is more valuable than any influencer post. Reviews, word-of-mouth, and referrals – they all start with great customer experience.
The Bottom Line
Influencer marketing still has its place, but it’s no longer a silver bullet. Building a sustainable brand means getting the basics right – knowing your audience, creating killer content, delivering great service, and constantly evolving to meet customer needs. Those who rely purely on influencer hype without substance? They’ll be the first to fade away.