Why Influencer Marketing Works

 Like many people, I started spending more time on Instagram during COVID—and, admittedly, I got sucked in. What began as casual scrolling quickly turned into genuine interest in the lives and content of influencers. Two of my favorites are Daryl-Ann Denner and Krista Horton. Both started out as lifestyle influencers who shared fashion finds, family updates, and home décor ideas. Over time, they built loyal followings through consistent engagement, authenticity, and brand collaborations. After years of promoting other brands, they leveraged their platforms and audiences to launch their own businesses, which felt like a natural next step for them.

One thing I’ve noticed about this type of marketing is how personal it feels compared to traditional advertising. Instead of being sold a product by a faceless company, I’m seeing it used in everyday life by someone I already follow and trust. These influencers don’t just advertise—they share—and that makes a huge difference. Their ability to integrate brand partnerships into their daily routines makes the marketing feel genuine rather than forced.

Daryl-Ann and Krista both use several effective strategies to connect with their audiences. They emphasize authenticity and relatability by sharing family life, routines, and real experiences. Their content is visually appealing but still approachable, which makes followers feel like friends instead of customers. They also maintain cross-platform consistency by using Instagram stories, Reels, and even podcasts to reach people in different ways. Another key strategy is brand alignment—they only promote products that fit naturally into their lives, which helps maintain credibility and strengthens their followers’ trust.

Influencers like Daryl-Ann and Krista play an important role in marketing today. They act as brand ambassadors and trusted intermediaries between companies and consumers. Their recommendations carry more weight than a company’s own advertising because they feel personal and experience based. This kind of social proof is powerful, as it often leads followers to make purchases based on trust and familiarity rather than traditional persuasion tactics....and trust me, it works on me all the time!

The use of influencer marketing has also changed the relationship between companies and consumers. Instead of pushing products onto audiences, brands now collaborate with influencers who can pull audiences in through storytelling and lifestyle connections. This approach builds trust, loyalty, and a sense of community—qualities that are difficult to achieve with traditional advertising. It also makes consumers feel more connected and included in the brand’s story.

Overall, following influencers like Daryl-Ann Denner and Krista Horton has made me more aware of how impactful influencer marketing can be. It’s not just about pretty photos or sponsored posts—it’s about relationships, storytelling, and authenticity. These women have turned their personal brands into successful businesses, showing how powerful genuine connection can be in today’s digital world.