Ryan Detert
In a groundbreaking move that signals the maturing of the influencer marketing industry, Influential, the largest influencer marketing company by revenue, has been acquired by Publicis Groupe in a deal valued at $500 million. This acquisition not only validates the growing importance of influencer marketing but also sets the stage for its evolution into a cornerstone of modern advertising strategies.
The Evolution of Influencer Marketing
Influencer marketing has come a long way since its inception, transforming from a niche marketing tactic into a multi-billion dollar industry. Ryan Detert, CEO of Influential, provides insight into this evolution in an exclusive interview for the Business of Creators podcast “15 years ago, I had 30 million followers on Twitter and then eventually on Instagram. When that was available in 2012, I realized very quickly, if I wanted to be able to take that content that was being built up to millions of followers and convert that to money, there really wasn’t a platform that existed.”
This realization led Detert to create Influential, a technology platform that connects brands with creators who can reach their target audiences effectively. The company’s growth mirrors the industry’s evolution, from simple follower-based partnerships to sophisticated, data-driven campaigns that deliver measurable results.
Detert recalls key moments in Influential’s journey: “Raising our seed round and our Series A, that was like in 2013 through like 2016… those moments fueled the confidence in the business, the market, the product market fit.” He adds, “In 2016, we became the IBM Watson partner, using AI to inform the selection of our creators. It’s the first of its kind in the market.”
These developments highlight the industry’s shift towards more scientific, data-driven approaches to influencer marketing. As Detert puts it, “The data is the backbone of not just our platform and our offering, but really the whole space.”
Innovative Approaches to Creator Campaigns
Influential’s success stems from its innovative approach to creator campaigns. Detert emphasizes the importance of moving beyond celebrity endorsements to more strategic, audience-focused campaigns. He advises brands: “Do not get enamored with purely the celebrity nature of picking out a big spokesperson the way you would do some maybe in a TV commercial.”
Instead, Influential advocates for a “hub and spoke” model. Detert explains this approach using a recent campaign: “Example, Hilton. Paris Hilton for a campaign we did that won an award. That one was a scenario where we had Paris at the center of a piece of content. We had 10 other creators that were fashionistas, travelistas… different types of people, beyond just being Paris or one person to create content that’s stitched together with what she created, and it built a narrative, and it built a larger audience force.”
This strategy allows brands to create more diverse, engaging campaigns that resonate with their target demographics while maximizing their return on investment. Detert adds, “The Rock’s got about 200 million plus people probably on Instagram. If only 1 million of his audience are exactly the fit you want for your product, there may be some wasted impressions.”
The Future of the Creator Economy
The influencer marketing industry is on an explosive growth trajectory. Detert cites industry projections: “35 billion is the estimated TAM (total addressable market) for 2024. I think it’s 60 billion for linear, for TV, and the next couple of years it’s supposed to be able to take it over entirely.”
This shift is driven by increased measurability and ROI of influencer campaigns. Detert explains, “You’re going to see more and more of that growth come from the efficacy of influencer marketing, native and paid, leading to actual, verifiable, real world business outcomes, ROI, the KPIs, the brands care about.”
He adds, “The evolution continues, to me, it’s not a net new evolution, but it’s an evolution. It’s happened for the last five years that has helped our company grow to our current heights. It is hyper, hyper focusing on creators as commerce and as conversion.”
In a recent report, Goldman Sachs projects that the creator economy could grow to a staggering $480 billion by 2027, more than doubling its current size. The firm cites several factors driving this explosive growth, including advancements in content creation tools, the proliferation of social media platforms, and shifting consumer preferences towards more personalized, authentic content. Goldman analysts believe that as barriers to entry continue to lower and monetization opportunities expand, millions more individuals will be able to turn their passions into profitable ventures, fundamentally reshaping the global media and entertainment landscape.
What’s Next for Influential
With the backing of Publicis Groupe, Influential is poised for significant growth and innovation. Detert outlines several focus areas for the coming years: “A lot of its integrations. Again, when you have the largest valued holding company that has acquired number of great companies like Epsilon or Profitero, things like that are on the roadmap to integrate into the Creator platform so that clients can have a uniform look and unified look across all the different mediums that exist.”
The acquisition also positions Influential to tackle emerging challenges in the industry, such as navigating complex regulations in sectors like pharmaceuticals and finance. Detert sees this expertise as a key differentiator: “If you’re able to navigate that and do that seamlessly, and with expertise and legal prowess and knowledge, that level of rigor is actually a bonus if you’ve invested in it and built it out.”
The acquisition of Influential by Publicis Groupe marks a significant milestone in the evolution of influencer marketing. It signals a shift from viewing influencer partnerships as experimental add-ons to recognizing them as central components of modern marketing strategies. The $500 million deal isn’t just a win for Influential—it’s a clear signal that the creator economy has arrived as a major force in the advertising world, ready to reshape how brands connect with consumers in the digital age.
