Halloween is the season of tricks, treats, and eerie surprises, but in influencer marketing, the real chills aren’t coming from ghosts or ghouls. They’re hiding in the fine print of campaign briefs, the obsession with quick wins, “I want my brand to go viral” requests, and the tangled web of short-term trends marketers keep getting caught in.
From overhyped AI tools to vanishing engagement rates, the industry is full of spooky habits that drain creativity and budget alike. The result? Campaigns that fade into the dark instead of leaving a lasting mark.
But here’s the treat, escaping the haunt is possible. At People Have Influence, we believe the future of marketing lies in human connection, strategic storytelling, and partnerships that actually perform. Step with us into the shadows as we uncover what’s haunting the industry and how to reclaim the light.
Some campaign habits might look appealing at first, but when you pull back the mask, they reveal scary long-term consequences. These are the industry’s creepiest trends right now
AI is everywhere in 2025. From content generation to influencer vetting. While it’s a treat for efficiency, the trick is believing it can fully replace human creativity.
Campaigns driven only by AI lose the emotional resonance and cultural relevance that drive campaign success. Consumers can spot robotic messaging a mile away, and it erodes trust fast. AI should be the sidekick, not the superhero.
The “move fast, post faster” mentality has infected influencer marketing. Some brands are demanding overnight campaign rollouts, leaving creators scrambling to deliver. The result? Recycled content, uninspired messaging, and burned-out talent. Influence isn’t built in 24 hours, it’s built through time, care, and collaboration.
Too many brands still treat influencer marketing like a transactional ad buy: one post, one mention, one-time engagement. But influence isn’t a stunt. Once-off collabs rarely drive loyalty or conversion. The real magic comes from long-term relationships where influencers grow with a brand and audiences trust them as genuine advocates.
“Trendy” doesn’t always mean “effective.” Jumping on the same challenge, sound, or format as everyone else creates clutter, not connection. Campaigns that simply mimic “what’s hot” risk blending into the noise. What’s scarier? Wasting budget on a campaign that no one even remembers.
Behind the glossy case studies and polished influencer posts, the numbers tell a darker story. These are the stats that should make every marketing manager pause:
Fake Instagram followers and bots are a pervasive problem, with estimates suggesting that bots and spam accounts could make up about 10% to 20% of Instagram's user base, and a significant portion of any account's follower count can also be "fake" or "ghost" followers.
These fake accounts reduce engagement, skew analytics, and damage brand reputation, as real followers and brands are deterred by low engagement-to-follower ratios. That means brands could be spending up to one-fifth of their budget on audiences that don’t exist. Without strong vetting, brands risk paying for ghosts.
Average engagement rates across platforms have dropped significantly. Most major social platforms have seen engagement rates fall, with X (formerly Twitter) experiencing the largest drop at 48%, followed by Facebook (36%) and TikTok (34%). Audiences are fatigued, algorithms are crowded, and content saturation is real. The scary part? Brands still often use engagement as the only performance metric.
At PEOPLE HAVE INFLUENCE, we don’t chase quick metrics, we build meaningful engagement. By matching brands with creators whose audiences genuinely connect with their message, we drive results that last beyond the algorithm.
Marketers consistently report challenges in accurately measuring the ROI of influencer marketing, with recent 2025 data showing 50% of marketers unable to prove ROI and 48% uncertain how to drive sales through influencers. Without the right tools and reporting, budgets vanish into campaigns without proof of impact. That’s like wandering through a haunted house blindfolded.
At PEOPLE HAVE INFLUENCE, we believe precision drives performance. Every creator list we share meets our engagement rate benchmark of no less than industry standard, and every campaign is built with measurable KPIs from start to finish. We don’t rush influence, we refine it. Our clients are able to track ROI in real-time!
While consumers overwhelmingly trust recommendations from peers, family, and user-generated content (UGC) more than traditional advertising, with studies from Nielsen showing figures as high as 88-92% trust for recommendations over other marketing messages, that trust is fragile. One poorly matched campaign, an influencer promoting a competing brand, or inauthentic messaging can erode credibility overnight. Trust takes months to build but seconds to lose.
At PEOPLE HAVE INFLUENCE, we protect trust at every level. Creators always have the freedom to accept or decline brand collaborations based on alignment, and we respect them even more for saying no. That’s why we source multiple fits per brief, because authentic partnerships build lasting credibility.
Not everything lurking in the dark is as frightening as it seems. With a little insight and strategy, marketers can step out of the shadows of uncertainty and into the spotlight of smart, effective campaigns.
AI can support campaign ideation and reporting, but it can’t replace authentic human connection. The strongest campaigns use AI to streamline processes while relying on creators for cultural insight, creativity, and emotional resonance.
By combining data-driven efficiency with the intuition and lived experience of real people, brands can create work that not only performs but feels meaningful. AI can surface insights, optimise timings, and highlight what’s trending, but it’s the human touch that translates those insights into stories that move audiences. The empathy, humour, and personality that creators bring ensure that campaigns resonate on an emotional level, something no algorithm can replicate. When used together, AI and human storytelling form a powerful partnership: one that’s both strategic and soulful, measurable and memorable.
At PEOPLE HAVE INFLUENCE, we embrace innovation without losing the human touch. We use AI to strengthen insights and streamline processes, but we rely on creators for what can’t be automated - creativity, emotion, culture, and connection.
Great content takes time. Brands that build realistic timelines give creators space to experiment, align with their audience, and deliver work that truly resonates. Rushed work equals wasted spend. Providing content creators with direction but allowing them creative freedom not only shows that you believe in the partnership but also allows the creator to make content that best suits their personal brand and therefore best connects with their audience.
At PEOPLE HAVE INFLUENCE, we believe creativity takes time. We design realistic timelines and give creators the space to craft content that feels genuine, because great work can’t be rushed.
Move away from “one and done.” Ongoing collaborations deepen trust, strengthen brand storytelling, and turn creators into true advocates. The payoff? Campaigns that feel natural, not transactional. All good things take time, but we also know that time is money. So partner with an agency where influencer marketing is our bread and butter and we will show you how far your budget can go.
At PEOPLE HAVE INFLUENCE, we focus on relationships, not transactions. We nurture long-term collaborations that build trust, deepen storytelling, and deliver results that compound over time.
Don’t stop at reach and impressions. Use advanced reporting to track conversions, sentiment, and long-term impact. Modern tools make it possible to separate vanity metrics from real ROI, and that’s where influence becomes measurable. Want to know more about these tools and metrics, get in touch and we will guide you every step of the way.
At PEOPLE HAVE INFLUENCE, we make influence measurable to ensure our brand partners see the real value behind every post, partnership, and piece of content.
Instead of copying trends, craft campaigns that reflect your brand values and leverage influencer creativity. Standing out beats blending in every time. Not sure where to start? Look at your competitors, look at the behaviours of your target market, or ask trusted partners. If you are still not sure where to start, we are just one mail away.
At PEOPLE HAVE INFLUENCE, we help brands break free from the ordinary. Our campaigns are built around your brand values, unique audience insights, and the creative voices that make you unforgettable.
Influencer marketing doesn’t have to feel like a haunted house. The scary stats and creepy trends are real, but so are the solutions. By blending smart tools with human creativity, respecting timelines, and focusing on authenticity over shortcuts, brands can turn Halloween horrors into long-term wins.
At People Have Influence, we’re here to help you see past the tricks and uncover the real treats of influencer marketing.
Resources used:
https://www.mdpi.com/2073-431X/13/11/296?utm_source=chatgpt.com
https://www.rivaliq.com/blog/social-media-industry-benchmark-report
Halloween is the season of tricks, treats, and eerie surprises, but in influencer marketing, the real chills aren’t coming from ghosts or ghouls. They’re hiding in the fine print of campaign briefs, the obsession with quick wins, “I want my brand to go viral” requests, and the tangled web of short-term trends marketers keep getting caught in.
From overhyped AI tools to vanishing engagement rates, the industry is full of spooky habits that drain creativity and budget alike. The result? Campaigns that fade into the dark instead of leaving a lasting mark.
But here’s the treat, escaping the haunt is possible. At People Have Influence, we believe the future of marketing lies in human connection, strategic storytelling, and partnerships that actually perform. Step with us into the shadows as we uncover what’s haunting the industry and how to reclaim the light.
Some campaign habits might look appealing at first, but when you pull back the mask, they reveal scary long-term consequences. These are the industry’s creepiest trends right now
AI is everywhere in 2025. From content generation to influencer vetting. While it’s a treat for efficiency, the trick is believing it can fully replace human creativity.
Campaigns driven only by AI lose the emotional resonance and cultural relevance that drive campaign success. Consumers can spot robotic messaging a mile away, and it erodes trust fast. AI should be the sidekick, not the superhero.
The “move fast, post faster” mentality has infected influencer marketing. Some brands are demanding overnight campaign rollouts, leaving creators scrambling to deliver. The result? Recycled content, uninspired messaging, and burned-out talent. Influence isn’t built in 24 hours, it’s built through time, care, and collaboration.
Too many brands still treat influencer marketing like a transactional ad buy: one post, one mention, one-time engagement. But influence isn’t a stunt. Once-off collabs rarely drive loyalty or conversion. The real magic comes from long-term relationships where influencers grow with a brand and audiences trust them as genuine advocates.
“Trendy” doesn’t always mean “effective.” Jumping on the same challenge, sound, or format as everyone else creates clutter, not connection. Campaigns that simply mimic “what’s hot” risk blending into the noise. What’s scarier? Wasting budget on a campaign that no one even remembers.
Behind the glossy case studies and polished influencer posts, the numbers tell a darker story. These are the stats that should make every marketing manager pause:
Fake Instagram followers and bots are a pervasive problem, with estimates suggesting that bots and spam accounts could make up about 10% to 20% of Instagram's user base, and a significant portion of any account's follower count can also be "fake" or "ghost" followers.
These fake accounts reduce engagement, skew analytics, and damage brand reputation, as real followers and brands are deterred by low engagement-to-follower ratios. That means brands could be spending up to one-fifth of their budget on audiences that don’t exist. Without strong vetting, brands risk paying for ghosts.
Average engagement rates across platforms have dropped significantly. Most major social platforms have seen engagement rates fall, with X (formerly Twitter) experiencing the largest drop at 48%, followed by Facebook (36%) and TikTok (34%). Audiences are fatigued, algorithms are crowded, and content saturation is real. The scary part? Brands still often use engagement as the only performance metric.
At PEOPLE HAVE INFLUENCE, we don’t chase quick metrics, we build meaningful engagement. By matching brands with creators whose audiences genuinely connect with their message, we drive results that last beyond the algorithm.
Marketers consistently report challenges in accurately measuring the ROI of influencer marketing, with recent 2025 data showing 50% of marketers unable to prove ROI and 48% uncertain how to drive sales through influencers. Without the right tools and reporting, budgets vanish into campaigns without proof of impact. That’s like wandering through a haunted house blindfolded.
At PEOPLE HAVE INFLUENCE, we believe precision drives performance. Every creator list we share meets our engagement rate benchmark of no less than industry standard, and every campaign is built with measurable KPIs from start to finish. We don’t rush influence, we refine it. Our clients are able to track ROI in real-time!
While consumers overwhelmingly trust recommendations from peers, family, and user-generated content (UGC) more than traditional advertising, with studies from Nielsen showing figures as high as 88-92% trust for recommendations over other marketing messages, that trust is fragile. One poorly matched campaign, an influencer promoting a competing brand, or inauthentic messaging can erode credibility overnight. Trust takes months to build but seconds to lose.
At PEOPLE HAVE INFLUENCE, we protect trust at every level. Creators always have the freedom to accept or decline brand collaborations based on alignment, and we respect them even more for saying no. That’s why we source multiple fits per brief, because authentic partnerships build lasting credibility.
Not everything lurking in the dark is as frightening as it seems. With a little insight and strategy, marketers can step out of the shadows of uncertainty and into the spotlight of smart, effective campaigns.
AI can support campaign ideation and reporting, but it can’t replace authentic human connection. The strongest campaigns use AI to streamline processes while relying on creators for cultural insight, creativity, and emotional resonance.
By combining data-driven efficiency with the intuition and lived experience of real people, brands can create work that not only performs but feels meaningful. AI can surface insights, optimise timings, and highlight what’s trending, but it’s the human touch that translates those insights into stories that move audiences. The empathy, humour, and personality that creators bring ensure that campaigns resonate on an emotional level, something no algorithm can replicate. When used together, AI and human storytelling form a powerful partnership: one that’s both strategic and soulful, measurable and memorable.
At PEOPLE HAVE INFLUENCE, we embrace innovation without losing the human touch. We use AI to strengthen insights and streamline processes, but we rely on creators for what can’t be automated - creativity, emotion, culture, and connection.
Great content takes time. Brands that build realistic timelines give creators space to experiment, align with their audience, and deliver work that truly resonates. Rushed work equals wasted spend. Providing content creators with direction but allowing them creative freedom not only shows that you believe in the partnership but also allows the creator to make content that best suits their personal brand and therefore best connects with their audience.
At PEOPLE HAVE INFLUENCE, we believe creativity takes time. We design realistic timelines and give creators the space to craft content that feels genuine, because great work can’t be rushed.
Move away from “one and done.” Ongoing collaborations deepen trust, strengthen brand storytelling, and turn creators into true advocates. The payoff? Campaigns that feel natural, not transactional. All good things take time, but we also know that time is money. So partner with an agency where influencer marketing is our bread and butter and we will show you how far your budget can go.
At PEOPLE HAVE INFLUENCE, we focus on relationships, not transactions. We nurture long-term collaborations that build trust, deepen storytelling, and deliver results that compound over time.
Don’t stop at reach and impressions. Use advanced reporting to track conversions, sentiment, and long-term impact. Modern tools make it possible to separate vanity metrics from real ROI, and that’s where influence becomes measurable. Want to know more about these tools and metrics, get in touch and we will guide you every step of the way.
At PEOPLE HAVE INFLUENCE, we make influence measurable to ensure our brand partners see the real value behind every post, partnership, and piece of content.
Instead of copying trends, craft campaigns that reflect your brand values and leverage influencer creativity. Standing out beats blending in every time. Not sure where to start? Look at your competitors, look at the behaviours of your target market, or ask trusted partners. If you are still not sure where to start, we are just one mail away.
At PEOPLE HAVE INFLUENCE, we help brands break free from the ordinary. Our campaigns are built around your brand values, unique audience insights, and the creative voices that make you unforgettable.
Influencer marketing doesn’t have to feel like a haunted house. The scary stats and creepy trends are real, but so are the solutions. By blending smart tools with human creativity, respecting timelines, and focusing on authenticity over shortcuts, brands can turn Halloween horrors into long-term wins.
At People Have Influence, we’re here to help you see past the tricks and uncover the real treats of influencer marketing.
Resources used:
https://www.mdpi.com/2073-431X/13/11/296?utm_source=chatgpt.com
https://www.rivaliq.com/blog/social-media-industry-benchmark-report
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