Have influencers been dethroned? Community hosts have arrived…
Influencer marketing isn’t dead. But it is being dethroned.
The next wave of influencers won’t come from blue checkmarks and brand deals, it’ll come from the people quietly building loyal communities and shared values.
Influencers still hold power, especially in product discovery and trend acceleration, but the influencer is increasingly transactional, crowded and distrusted.
Audiences know better, and a polished #ad from someone with a million followers doesn’t hold as much weight.
What has changed is the nature of influence itself.
Enter: Community hosts.
The smartest brands are shifting budget and strategy away from one-off influencer posts and toward long-term community ecosystems led by credible hosts.
Think of it less as a dethroning and more as a power shift from aspirational creators to relatable connectors.
So no, influencers haven’t been completely dethroned. But they’re no longer the only royalty
Who (and what) are community hosts?
Community hosts are individuals who build and lead brand communities, both online and in real life. They might be the yoga teacher organising the park workout (we’ve all seen them and don’t act like you’re not a little jealous), the hobbyist hosting crafting circles or the power user running a Discord group for your product.
What sets them apart is that they aren’t traditional content creators or celebrities; they’re community leaders who bring people together.
As one community founder put it, these hosts “hold cultural capital, not because they have huge followings, but because they’ve built trust and belonging” (Danielle Walton, 2025).
Many never set out to be influencers at all; they simply saw a need or shared interest and decided to build a community around it.
This means a community host’s impact comes from depth over breadth. They might only rally dozens or hundreds of people, but those people are highly engaged.
Why community hosts matter now?
First, consumer behaviours have shifted after years of digital overload and the pandemic isolation. Gen Z and millennials are craving more meaningful face-to-face connections. Young people have gravitated to curated in-person gatherings and “micro-communities” where they can bond over shared interests (Vogue, 2025).
From run clubs and book circles to sober socials and DIY workshops, these intimate groups are flourishing as outlets for authentic social interaction. In these spaces, influence is measured by real-world credibility and community respect. It’s no surprise that brands want in on this shift.
Trust in traditional influencers has plummeted; in fact, a global survey found that only 15% of people consider social media influencers trustworthy – about the same level of trust they have in politicians, and even if you say you’re not political, you know that’s not good (Ipsos, 2024).
There’s a growing “authenticity gap” that community-led conversations can fill. We hear a lot about the loneliness epidemic, but what it really means is that people are seeking experiences and connections with others (Vogue, 2025).
Brands already embracing community hosts
So which brands are getting this right already? Let’s take a look.
A standout example is beauty brand REFY. Co-founded by influencer Jess Hunt, REFY initially grew through conventional influencer marketing, but flipped the script and put its own customers centre stage. In July 2024, REFY invited a group of its most engaged community members on an exclusive retreat at a branded villa in Mallorca – essentially turning the influencer trip into a community trip (Brand Insider, 2024).
Sports brands like On have also seen strong results by embedding themselves in grassroots sports communities. They partner with local run club hosts and coaches.
By showing up authentically in those weekly group runs, their shoes gain traction through real-world credibility (runners recommending to fellow runners), translating to brand growth.
So how do you actually work with community hosts?
Co-create, don’t just campaign.
Bring community hosts into your process, whether that’s product feedback, campaign ideas, or content creation. REFY featured 1,000 community members in their concealer launch and hosts regular focus groups. You don’t need a huge budget. Start by inviting a few loyal customers to help shape something new.
Set up real feedback loops.
This isn’t a broadcast. It’s a two-way conversation. Use group chats, private forums, or even Instagram’s broadcast channel to gather input and act on it. When your community sees their ideas come to life, they don’t just stay, they spread the word.
Fund community-first moments.
Back what they care about. Sponsor a local meetup. Help them run an event. Cover the coffee tab or send the product. REFY flew superfans to Mallorca. You don’t need to do that, but the principle’s the same: show up for your people.
Spotlight the hosts.
They’re your new MVPs. Give them early access, shout them out, feature them in content. Treat them like the key players they are. A little recognition goes a long way.
Community hosts are building the future of brand trust, one real connection at a time. If you want to be part of that future, don’t wait for it to trend – start showing up now.
Ready to shift from reach to real relationships?
At Hurricane Social, we help brands move beyond one-off influencer posts and into community-first marketing strategies that stick. Whether you want to identify the right hosts, co-create campaigns, or build brand spaces people care about.
We’re here to make it happen.
Let’s talk. Your next brand advocate might not be an influencer. They might just be leading a run club.
