Unilever CEO: '20x More Influencers'

TODAY’S EDITION

• Why Unilever wants to work with 20 times more influencers

• Instagram’s Blend feature lets friends share a Reels feed

• Instagram adds search shortcuts to comments

• Pinterest to train AI on user data next month

• YouTube’s biggest stars eye TV ad dollars

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DEEP DIVE

Why Unilever Plans to Work with 20 Times More Influencers and How It Will Do It

Unilever’s new CEO, Fernando Fernandez, formerly CFO, announced plans to work with 20 times more influencers across its brand portfolio in a fireside chat. This is part of a broader effort to increase Unilever’s social media platform spending from 30% to 50% of its total advertising budget, with the goal of rapid growth and change.

Fernandez cited messages from brands as "suspicious" and stressed the importance of “creating marketing systems in which others can speak for your brand at scale,” adding that doing so “requires a machine of content creation very different from the one we’ve had in the past.”

His remarks reveal Unilever’s blueprint for influencer marketing. I break down what he said, how it translates into strategy, and why it matters.

What the Blueprint Will Look Like

Creators at Scale

Why It Matters: While some brands have shifted toward fewer, long-term influencer partnerships, Unilever is taking a numbers-driven approach, looking to up the number of creators it works with. This will generate the volume of messages and content it seeks.

Social proof, or what others say about a brand, carries more weight than what the brand says about itself. It’s the foundation of influencer marketing, and the best way to strengthen it is through scale.

Multi-Tiered

Why It Matters: From TikTok creators to celebrities, having a diverse range of individuals promoting brands is valuable as it helps tap into the unique audiences, benefits, and outcomes associated with each tier.

For example, TikTok creators are better positioned to connect with younger, niche audiences, while celebrities can attract a broader, mainstream crowd.

In addition, it will help Unilever become more multi-platform. As Fernandez pointed out, 'The phone has changed the parameters of aesthetics,' highlighting how consumer engagement now revolves around mobile devices, enabling different content formats and voices.

Hyper-Local

Why It Matters: Unilever plans to scale influencer partnerships regionally, making messaging more relevant. Creators, embedded in their communities, offer endorsements that resonate deeply. A hyper-local approach also allows brands to double down on high-growth areas and accelerate expansion where needed.

AI-Driven

Why it Matters: To generate the necessary volume of content, AI will be essential. Unilever will likely use AI for discovery by identifying the right creators, repurposing content across platforms, and optimizing distribution to reach the right audiences. These are already key areas where AI is shaping influencer marketing, and its role will only grow as AI tools and technologies continue to improve.

Why This Will Accelerate Investment in Influencer Marketing Even More

Influencer marketing has steadily gained traction, with spending expected to hit $10.5 billion this year. But when a leader from a global powerhouse views influencers as a core driver for fast growth and makes it public, it’s a big move for the industry. Just look at the number of posts across LinkedIn and the media coverage it’s received.

What’s even more important is that this stance comes from someone with a numbers-driven background who sees the direct ROI between influencers and business growth—something today’s budget holders often miss. This will become less of an issue down the road as measurement improves, and future leaders at companies will have a background in social and influencer marketing.

But perhaps most importantly, the market is demanding it. Younger audiences continue to gravitate toward social media for entertainment, information, and, of course, shopping, with creators driving this trend. Brands need to show up in the spaces and alongside the sources of consumers’ attention today, and it will also become more important in the future.

NEWS, TRENDS, & INSIGHTS

Instagram Adds Search Shortcuts at the Top of Comments

These blue links direct users to relevant search pages featuring an AI summary, sources, related content, a direct Google search link, follow-up questions for Meta AI, and more.

By guiding users to more relevant content, both on and off Instagram, this update enhances the platform’s search experience. With TikTok and YouTube emerging as powerful search engines, Instagram is adapting while continuing to integrate its AI assistant. When search shortcuts are added around a brand’s product (such as above), it can help drive sales, especially if the AI summary source links back to the brand's own website.

Instagram Tests Blend Feature for Sharing Recommended Reels Between Friends

Available in Direct Messages, Blend curates Reels based on each person’s activity, including the Reels they've watched and shared with each other. This feature is similar to Spotify's Blend playlists.

Blend represents Instagram's latest effort to make content more interactive and social. As users increasingly shift from public feeds to private, more intimate interactions, marketers will need to focus on creating shareable content and exploring opportunities in closed spaces like DMs, Close Friends, and private groups. They’ll also need to look beyond likes and comments to measure success.

Related: Meta will begin testing Community Notes on March 18th. 

TikTok Introduces New Parental Control Tools

They include Family Pairing, which allows parents to see who their kids are following and who follows them, as well as set screen time limits. There's also a Wind Down feature that plays calming music after 10 PM for users under 16.

TikTok is addressing concerns about the harm of social media, particularly among younger users. More platforms are introducing initiatives like this in response to pressure from regulators and parents.

Pinterest to Start Training Its AI Models on User Data

Starting April 30th, when its new Privacy Policy goes into effect, the platform says it may use publicly available data, like saved or uploaded content, for its AI models. Users will be automatically opted in but can opt out via their Settings.

User data has become invaluable for platforms seeking to enhance their AI models for algorithms and ads, and while creators may be unhappy with their data being used for AI without compensation, Pinterest seems to have learned from LinkedIn's previous misstep, offering users time to take action if needed.

Related: Pinterest added new Commercial and Branded Content Guidelines.

LinkedIn Adds Support for Native Video Uploads in Articles and Newsletters

When tapping the Media icon in Articles and Newsletter, there’s the option to upload a video alongside the existing image upload option.

With this, creators and businesses can now make their long-form written content more dynamic without the need to embed videos from third parties like YouTube or Vimeo. LinkedIn could strengthen its case for native video uploads by introducing specific video metrics, helping users understand engagement compared to written content.

Related: Teachable is hosting a free, three-part webinar series (March 18th to March 20th) for business creators.

Reddit Rolls Out a Handful of New Tools

Highlights are Post Check, which helps users ensure their posts comply with community rules, and Community Suggestions, which recommend a subreddit to share a post with based on its content. Additionally, real-time insights have been added, allowing users to see how their posts are performing.

These updates empower users, making it easier for them to contribute and engage with relevant communities. As a platform driven by its community, this should help Reddit continue to build on its growth in time spent in-app.

Bluesky Extends Video Uploads to Three Minutes, Up from One Minute

This move brings the platform closer to competitors like Threads and X, giving creators more flexibility with their video content. Along with other video updates, this could attract short-form video creators from Instagram, TikTok, and YouTube looking for new ways to repurpose their videos.

Related: Flipboard’s open web app Surf now supports Bluesky.

WHAT I’M READING

Top YouTube Creators to Hold Their Own Upfront Event in Bid for TV Ad Dollars (The Hollywood Reporter)

Some of the biggest YouTubers are eyeing TV ad dollars in the latest iteration of the Upfronts, following up on Forbes and Walmart’s first-ever Creator Upfronts. With YouTube's growing presence on TV screens and more episodic, high-production value content from YouTube creators, they are well-positioned to capture traditional TV dollars.

Best Buy plans to launch digital storefronts for influencers and content creators (Modern Retail)

Best Buy will soon allow creators to build their own branded digital storefronts on its website. Creator Storefronts present one of the best opportunities out there — driving more traffic, increasing conversion rates, and providing creators with another way to monetize. More on the power of Creator Storefronts here.

Google changes Chrome extension policies following the Honey link scandal (The Verge)

Following the Honey "scam," where the company was accused of taking affiliate revenue from its creator partners by swapping out their affiliate links, Google has updated its Chrome extension policies to prevent such behavior.

M.M.LaFleur bets on Substack as its next big marketing play amid branded newsletter boom (Modern Retail)

It’s been fascinating to see brands make the jump to Substack. The platform has become one of the go-tos for independent creators, with brands like The M Dash, The RealReal, Tory Burch, Loftie, and The Allure using it to build community and tap into its discovery features. I think we’ll eventually see brands start to hire roles related to Substack, much like they do today with in-house creators for TikTok.

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