If you have teenage children, you are probably more than familiar with the “6 7” trend that’s swept through social media this year, but after Dictionary.com named it Word of the Year, it suddenly entered everyone’s vocabulary. Not just a meme but a moment.

This validation saw hashtags surge across social media and brands rush to join in through quick activations and influencer partnerships. Some innovative examples include Pizza Hut selling wings for 67 cents between 6–7 November, Ocado’s own video skits appearing on their social media and McDonald’s offering free nuggets from 6–7pm in the UAE.

The extended virality of the trend shows just how quickly culture moves, putting pressure on brands to quickly find the right influencers to leverage the trend.

But is that always the best strategy?

Marathon, not a sprint

Influencer marketing has quickly moved from the sidelines to the centre of media plans, especially when it comes to connecting younger generations. Data shows that Gen Z now spend over 4 hours per day on their phones, most likely on social media consuming creator-led content. What’s more, 70% say influencers shape their buying decisions more than celebrities or brands.

As these audiences are always on, brands need to be too; embracing the hype but also planning for the long run.

Interestingly, the latest IPA effectiveness data shows that when it comes to influencer marketing, it’s not always about quick-fire reactions - it’s actually the slow and steady approach that wins the race.

The findings of the report challenge the perception of influencer marketing as a quick-hit tactic, instead indicating that creator campaigns now deliver the strongest long-term impact of any medium, achieving an ROI index of 151 and a long-term multiplier of 3.35. Together, these metrics highlight the importance of influencer marketing for both performance and long-term brand building.

Cultural connection

According to IPA, the brands that invest in consistent, well-aligned creator partnerships see compounding returns over time, driving awareness, engagement and action far beyond the campaign. A strong example of this is Arla Cravendale’s 25 Years of Cravendale campaign. Rather than leaning into traditional paid media, the brand put influencers at the heart of its strategy, collaborating with Clarkson’s Farm’s Kaleb Cooper as well as rapper and content creator Big Zuu. The balance between Kaleb’s farming knowledge and experience and Big Zuu’s relatable food-creator voice helped Arla reach a younger audience while staying anchored in its farming identity. And the results spoke for themselves - 1.8 million 15-second video views and 18 million impressions, demonstrating that investing in finding the right partnerships can really pay off, even if the brand might be from a category traditionally not associated with Gen Z focused content.

Like the “6 7” trend highlights, influencers are creating the culture that brands need to get embedded in to stay relevant. That’s why brands that resonate with Gen Z and Alpha tend to adopt influencer-first and social-first strategies rather than relying on traditional channels, underlining how cultural connection and relevance now often start within online creator communities.

This shift is clear in campaigns like Unilever’s Persil Rave Influencer activation which tapped directly into creator-driven youth culture. By hosting an influencer event with 200 attendees, Persil generated 2.8 million impressions, over 667k engagements and 92 pieces of earned content. It’s the kind of result that traditional channels rarely achieve with the same level of cultural relevance, and proof that embedding within creator communities can be a powerful growth driver for brands competing for Gen Z and Alpha attention.

Trust as currency

Playing the long game is also crucial for helping brands build trust, something influencers excel at. In the UK, 83% of consumers say they trust influencers’ recommendations, far exceeding their trust in traditional advertising.

This shift isn’t happening in a vacuum either. It reflects a fundamental change in how younger generations understand expertise and advice. TikTok has now become the number one search engine for many under-25s, serving as the first stop for answers, recommendations and cultural cues.

The credibility enjoyed by creators stems from familiarity and perceived authenticity, achieved through consistent, relatable content. People follow creators whose opinions feel personal, relatable and honest.

Brands that tap into this trust with the right influencer partnerships can, over time, turn audience connection into genuine consumer confidence. If done right, it carries a weight that traditional advertising will struggle to replicate.

Thinking long-term

As trends like “6 7” rise and inevitably give way to the next viral moment, successful brands will be the ones that embed their activations into long-term influencer partnerships. They are the ones shaping culture from the inside out, long before the rest of the world catches on.

Influencers are the engines of cultural momentum, and for brands seeking lasting impact, that’s where the real opportunity lies.

Partner wisely, and think long term – because in this space, slow and steady wins the race.