Why Brands Are Choosing Influencers Over Celebrities

Why Influencers Are Becoming the New Faces of Big-Brand Advertising

Super Bowl ads have always been about big budgets and even bigger celebrities, but this year, a new kind of star took center stage: social media influencers. With Alix Earle landing not one but two major brand deals, including Carl’s Jr. and Poppi, it’s clear that brands are shifting their focus to digital creators who bring built-in audiences and unmatched engagement.

This shift signals a new era in advertising, where authenticity and audience connection often outweigh traditional star power. In this article, Hollywood Branded discusses how influencers are changing the game in major advertising and why brands are betting big on social media stars.

Photo Credit: Carls Jr.

The Rise of Influencers in Major Advertising

For decades, Super Bowl ads were dominated by Hollywood A-listers, high-budget productions, and legacy brands spending millions to make an impact. But in 2025, we’re seeing a major shift, one where influencers, not just celebrities, are at the forefront of big-brand advertising.

This year, Alix Earle, the social media star known for her GRWM (Get Ready With Me) videos, made headlines for starring in Carl’s Jr.’s Super Bowl ad. The campaign wasn’t just about selling burgers -  it was about leveraging the power of a relatable, trusted, and highly engaged influencer to make the brand more relevant to Gen Z and Millennials.

But this wasn’t her first big-brand collaboration. Alix also partnered with Poppi, the trendy prebiotic soda brand, and starred in a separate Super Bowl campaign. This wasn’t a random pairing. Alix had been organically drinking and raving about Poppi long before she was ever paid to endorse it. The brand saw her authentic love for the product and made the smart move of turning that into an official partnership.

These campaigns signal a shift in advertising. Brands that once relied on traditional celebrities are now turning to social media influencers who bring a built-in audience, organic engagement, and a level of trust that even the biggest names in Hollywood can’t match.

Photo Credit: @carlsjrofficial (Tik Tok)

Authenticity Is the New Star Power

The success of influencer marketing lies in one key factor: authenticity. Traditional celebrities may have widespread name recognition, but influencers like Alix Earle feel real to their audiences.

Her fans don’t just watch her -  they feel like they know her. Whether she’s sharing an unfiltered story about her personal life or casually chatting about her favorite beauty products, her content feels like a conversation with a friend.

This is exactly why Poppi’s collaboration with Alix Earle worked so well. Unlike traditional ads where a celebrity is handed a script and paid to recite a tagline, Alix had already built organic love for the brand long before they signed her. Her audience saw her drinking Poppi in her everyday life, making the transition to an official ad spot feel seamless and genuinely believable.

Other influencers have had similar success turning organic product recommendations into high-profile brand partnerships. Emma Chamberlain built her coffee obsession into an empire with Chamberlain Coffee, proving that consumers trust influencers to shape trends even in highly competitive industries.

Photo Credit: StyleCaster 

Built-In Audiences = Instant Engagement

Super Bowl ads reach millions, but how many viewers actually engage with the content after the game?

On the other hand, influencers have loyal, engaged followers who actively take action when they endorse a product. When Alix Earle posts about a brand, her followers don’t just watch, they click, comment, and buy.

Take her Tarte Cosmetics collaboration as another example. In 2023, Alix was invited on a now-viral influencer brand trip to Dubai, where she and other social media stars showcased new products in real time. The campaign sparked millions of organic conversations on TikTok, proving that influencer-driven content can generate far more buzz than traditional marketing.

Compare that to a typical celebrity endorsement, where the ad might be beautifully shot but lacks the personal connection that drives actual conversions.

This is why brands like Dunkin’ tapped Charli D’Amelio for their influencer-driven marketing. Instead of just having her pose with a coffee cup, they created “The Charli”, an official Dunkin’ drink inspired by her go-to order. The result? A 45% increase in app downloads and a marketing playbook that other brands quickly copied.

The takeaway? Consumers don’t just want to see products - they want to engage with them in a way that feels personal and participatory.

Social Media Extends the Life of Traditional ADS

Historically, Super Bowl ads were a one-time event -you aired it, maybe posted it to YouTube, and hoped for some word-of-mouth buzz. But influencers change the game by keeping the conversation going long after the ad airs.

Alix Earle’s Carl’s Jr. ad didn’t just air on TV. She brought it to TikTok and Instagram, posting behind-the-scenes content, engaging with fans, and teasing the commercial in advance. This extended the campaign’s reach far beyond the game day audience, ensuring that Carl’s Jr. stayed relevant in the social media conversation.

We’ve seen this strategy work incredibly well with other brands too. Kim Kardashian’s SKIMS doesn’t just rely on celebrity endorsements. It strategically seeds products to influencers, who create viral content around them. This method ensures longer-lasting impact than a single ad spot ever could.

Another perfect example? Hailey Bieber’s Rhode Skin launch. Instead of pouring millions into traditional media buys, she focused on TikTok virality, leading to sell-out products within minutes of launching.

Photo Credit: @drinkpoppi (Tik Tok)

Cost-Effective Yet High-Impact Advertising

Let’s talk numbers.

Hiring an A-list celebrity for a Super Bowl ad can cost millions before even factoring in production and ad spend. Influencer campaigns, on the other hand, deliver similar (if not better) engagement at a fraction of the cost.

Take Logan Paul and KSI’s Prime Hydration as a case study. Instead of relying on traditional ads, they leveraged their influencer followings, turning Prime into a billion-dollar brand with no major celebrity endorsements. Their secret? Tapping into existing, engaged audiences rather than spending on mass-market awareness.

The same principle applied to Alix Earle’s partnership with Poppi. Because she was already drinking and loving the product, her audience didn’t see the ad as an advertisement. It was just a continuation of content they were already invested in.

For brands looking to maximize their marketing dollars, this shift is a game-changer.

Photo Credit: The Rolling Stone 

What This Means for the Future of Advertising

Alix Earle’s rise from TikTok star to Super Bowl ad star isn’t a fluke - it’s the future of advertising.

We’re moving toward a world in which influencer partnerships are just as powerful as traditional celebrity endorsements.

Expect to see:

• More influencers landing major ad campaigns and becoming the new faces of big-brand marketing.
• Brands prioritizing engagement over pure star power, working with influencers who bring authentic audience trust.
• Hybrid campaigns where traditional ads are paired with social-first content, creating multi-platform amplification.

Brands that embrace this shift will thrive, while those that resist will struggle to stay relevant.

Photo Credit: People.com

Eager To Learn More?

If the Super Bowl is any indication, influencer marketing isn’t just a trend, it’s the future. At Hollywood Branded, we specialize in matching brands with the right influencers to maximize visibility and sales. 

• Influencer and Celebrity Endorsements 101
• Creating Content With Influencer Marketing
• From TikTok to Tinder: An Influencer Strategy
• What To Know About Influencer Marketing
• How Celebrity Endorsements & Product Placements Shape Pop Culture

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