Individual Influencers are Expected to Compete with Traditional Brands

20 years ago, people would laugh at the idea of someone being an online influencer for a living. Social media was just becoming big, and using it to gain money was unheard of. But now, times have changed greatly. Many people use their online accounts as part of legitimate businesses, and that’s only expected to grow in the upcoming years.

Linkedin released a list of 25 Big Ideas, which are predictions for what will shape 2026. One of the most notable is that there will be a rise of influencers selling their own products, causing them to challenge existing brands.

What We’ll Likely See from Influencers in 2026

Gary Vaynerchuk, Chairman of VaynerX, believes “individual creators will become the most powerful enterprises in the world.” There are three main forces contributing to this: consumer products, blockchain, and AI.

First, consumer products are already a popular source of income for influencers. Many partner with brands and post content showing off partner products. However, some influencers are making things a step easier by launching their own products instead. There’s a good chance more influencers will take this route in the near future.

Then, improvements to blockchain technology can make it easier for creators to find new ways to post content and generate revenue. If they can find ways to bypass sources that take a cut of their income, like social media platforms, they can earn even more from their own products.

Finally, AI tools can make certain parts of the process more efficient. By using AI to make certain tasks easier, influencers will have more time to create content, allowing them to post more and expand their reach faster.

Why Will There Be a Rise of an Individual Empire?

Influencers competing with traditional brands seems realistic for 2026 because it’s already happening in 2025. Charli D’Amelio’s snack brand and Emma Chamberlain’s coffee are just two examples of popular influencers shifting away from partnerships and starting something of their own instead. Even celebrities like the Kelce brothers are taking advantage of their fame to create Garage Beer, which is valued at $200 million.

With influencers already seeing success in this area, it makes sense that more will follow that path. Creators are maturing into entrepreneurs, making them equipped to start their own product lines. While this route is beneficial for the celebrities selling these items, they will directly compete with larger brands, which is why it’s important for all businesses to be aware of this potential shift.

How Can Brands React to This?

This 2026 prediction suggests that there will be more competition than ever for brands trying to sell products. Yet, that doesn’t mean all hope is lost. As always, the most impactful brands are the ones that will succeed. So, it’s important for brands to take unique approaches, build connections, and address real needs to help their marketing stand out from the rest.

Need help setting your brand apart in the crowded market? Contact Avenue Z today so we can come up with tailored approaches to elevate your brand.