From Swift to Strategy: The Power of Influencers in Marketing
Av Klara Carlsson
August 29, 2025
When global superstar Taylor Swift announced her engagement to NFL star Travis Kelce in an Instagram post on Tuesday, it didn’t take long for the internet to go wild. The post racked up over 14 million likes in just one hour, and the Ralph Lauren dress she wore in the photo sold out in a mere 20 minutes. Influencer marketing at its very best.
If you’ve been online over the past week, you probably couldn’t have missed the engagement between global superstar Taylor Swift and professional American football player Travis Kelce. The news, which dropped like a bombshell on Tuesday evening, has since taken the internet by storm, and memes, ads, and content alluding to the engagement are popping up everywhere.
View this post on Instagram
Rihanna paved the way for Labubus
But the fact that celebrities’ statements, fashion choices, or relationship statuses send the whole world into a frenzy is nothing new. Another example came earlier this year when Rihanna showed up with a small Labubu figurine attached to her Louis Vuitton bag. The doll, which had previously been known mostly among collectors, quickly became a fashion accessory. After the photo of Rihanna went viral, interest exploded—Labubus were suddenly everywhere.
Bianca Ingrosso is making the same impact in Sweden
But it’s not just in the U.S. that this kind of cultural impact is taking place. Perhaps Sweden’s most famous woman right now, Bianca Ingrosso, has created the same effect on several occasions. In 2020, the influencer managed to crash the website of clothing giant Nelly in connection with the launch of her clothing collection—which sold out in twenty minutes.
Once again this year, the excitement was palpable when her makeup brand, Caia Cosmetics, opened its flagship store in downtown Stockholm in April, with a long line snaking out the door hours before opening. Hundreds of people were waiting—not just to shop, but to be part of something bigger: a community, a feeling, and a brand they identify with.
View this post on Instagram
It's all about building trust
What all these examples have in common is trust. When someone you follow, admire, or look up to recommends a product—you listen. In an age when more and more people are skeptical of traditional advertising, it’s the personal voice that makes an impact. That’s why influencer marketing has grown so strong and continues to evolve.
And this isn’t just true in the consumer world—influencer marketing works in B2B as well. Even if Taylor Swift isn’t the face of your next white paper, there are other industry experts and ambassadors whose influence within their niche is just as strong. When they highlight a solution or participate in a webinar, it can be the starting point for something bigger.
Here’s how B2B companies can use influencer marketing:
- Identify relevant profiles
Look for industry professionals who are highly credible and influential among your target audience. These could be consultants, researchers, former customers, or your own employees. - Focus on partnerships, not ads
A genuine partnership where the influencer can bring their own perspective is more effective than traditional advertising. It’s about creating a dialogue, not just pushing out a message. - Work with formats that add value
Webinars, articles, white papers, and podcasts are particularly effective in B2B, where the target audience often wants to delve deeper into the subject. - Be clear about your objective
Are you aiming to build brand awareness, generate leads, or establish thought leadership? The right goal will guide your choice of channel, influencer, and content. - Measure and optimize
Track your activities using relevant KPIs. Don’t just measure reach—track engagement, conversions, and business value as well.
The right voice can make a real difference
Influencer marketing isn’t just about visibility; it’s also about building relationships and creating relevance. Whether you’re selling a perfume, launching a new SaaS solution, or positioning yourself as an expert in sustainability, the right voice in the right context can make all the difference.
Would you like help with influencer marketing? Whether you’re looking to expand your reach through influencers or build relationships with brand ambassadors, we at Navigator can serve as your strategic partner. Feel free to contact us!
Related posts
How to get journalists' attention
For many people working in communications and marketing, a large part of their work involves getting their message across to different stakeholders. In addition to customers, journalists are often expected to pick up the message. But where do journalists look for information, and how should it be packaged to create impact?
Honesty is key when Swedes rank sustainable brands
Despite a tough 2023 with war and inflation, sustainability is still a high priority among Swedish consumers. A survey from Differ shows that honesty and concrete actions are important when companies communicate sustainability and among the brands perceived as most sustainable are SJ and Blocket. We have compiled the main conclusions of the survey.
Social listening - with your ear to the ground
Opinions on the future of X may be shrouded in mystery, while challenger Bluesky rubs its hands. The only thing we can be sure of is that the internet in general and social media in particular are constantly changing. As a marketing manager or as the person in charge of a company's digital channels, keeping up with everything that happens online can be challenging. Even more so if you are also expected to keep track of what all your competitors are doing and thinking and adapt your strategies accordingly.