Joshua Goldman
Joshua Goldman
min read · September 28, 2025 · Entertainment

The Truth About Influencers: What No Longer Works in Fame Game

From Gwyneth Paltrow and Katy Perry to the Kardashians, Dylan Davey (pictured) has helped shape some of the biggest celebrity campaigns of the last five years

INFLUENCER SHOCK: Six Tricks That Used to Work No Longer Do

In a bombshell exposé, global talent strategist Dylan Davey has revealed that the influencer game has changed forever. For years, celebrities like Gwyneth Paltrow and Katy Perry have relied on tricks of the trade to build their brands, but according to Dylan, it's time to throw out the old playbook.

As CEO and Founder of The Social Inc. and The Social Elite, two global agencies that have brokered over £100million in deals with brands like Boohoo and meditation app Goop (owned by Paltrow), Dylan has seen firsthand how the influencer landscape has shifted. With more than 50 million influencers globally and a growing demand for authenticity, it's no wonder that Dylan's advice is music to the ears of those looking to break into the industry.

But the global talent strategist has told The Daily Mail that the glossy era of filters, fake followers and freebies galore is over ¿ and revealed the new five rules of fame to follow instead if you're aiming to shine in the spotlight (stock photo)

But be warned: if you're still relying on filters, fake followers, and freebies galore to build your brand, you're already playing catch-up. According to Dylan, these tricks are not only tired but also transparently inauthentic. "Consumers are spending more time on social media than ever before, and brands are willing to pay top dollar for influencers who can deliver real results," he says.

So what's the new playbook? For starters, it's time to ditch the heavily curated feed. Dylan insists that audiences crave raw, unpolished moments – not heavily edited photos that scream "fake." "Humans want human connection, not to feel like they're being 'catfished' by the very influencer they look up to," he warns.

But what about the importance of followers? Well, newsflash: buying followers is a surefire way to kill your credibility. Dylan says that brands and audiences can see right through inflated numbers, and that fake followers equal fake influence. "To be a successful influencer now is more about the quality of your audience over numbers," he advises.

Which brings us to the rise of micro-influencers – those who niche down and hone their content to create a loyal following of true believers. "The algorithm gods love them," Dylan says, "because they may only have 20,000 followers, but their conversion rate can be higher than someone with three million followers." It seems that less really is more.

But what about the pressure to constantly produce content? According to Dylan, it's time to drop vanity ASAP – likes and surface-level engagement just don't cut it anymore. "Influencers want brand deals, and what brands look for now is measurable impact and cultural relevance," he says. "Audiences are smarter, customers are smarter, and any sniff of a vanity project will struggle to build an audience."

And speaking of vanity projects, Dylan warns against the trend of influencers sharing endless hauls and freebies on social media. "It looks like you're out for the pennies and being an influencer like that doesn't connect with people in today's savvy online world," he says.

So what does work? According to Dylan, it's all about treating your brand like a business – not a fling. "Going viral is easy – staying relevant is not," he claims. "Anyone can score a moment of fame, but without vision, discipline and strategy, it won't last."

But perhaps the most surprising revelation from Dylan is that neutrality is out. "Today's audiences want to know where you stand – purpose drives loyalty," he says. "Yes, you may feel like you're dividing your audience, but if done authentically, you'll nurture your followers more than by trying to stay too neutral."

In a world where authenticity is key, it seems that the days of relying on tricks and gimmicks are over. According to Dylan, it's time for influencers to get real – or risk being left behind.

THE FIVE RULES OF FAME

So what does this mean for aspiring influencers? Here are the five rules of fame according to Dylan:

  1. Be real: Ditch the heavily curated feed and share raw, unpolished moments.
  2. Don't buy followers: Focus on building a loyal following through quality content rather than inflated numbers.
  3. Drop vanity: Likes and surface-level engagement just don't cut it anymore – focus on measurable impact and cultural relevance.
  4. Treat your brand like a business: Don't get caught up in viral moments – stay relevant by creating a long-term strategy.
  5. Take a stand: Neutrality is out – audiences want to know where you stand and what you believe in.

It's time for influencers to adapt or risk being left behind. Will you be one of the lucky ones who gets it right?