RAPTOR | friendfluence

Friendfluence Roundtable - How leading brand marketers are rethinking peer-to-peer strategies

This month, we gathered a cross-section of leading marketers in London and New York to delve into the pertinent topic of ‘Friendfluence’, unpacking the impact and importance peer-led strategies can have on brand growth, and what it means for marketers today. This article explores what friendfluence is, the key learnings shared by brand leaders across sectors surrounding how peer marketing can be done right, and the challenges to watch out for. Read on to discover how brands like UGG, Topicals, Diageo and more are prioritising peer-to-peer strategies.

As Gen Z continues to prioritise authenticity and connection, traditional influencer playbooks are being rewritten. In a world where 69% of marketers say winning attention is their biggest challenge, and 64% cite brand trust as a constant concern,* Gen Z’s shifting loyalty poses both a problem and an opportunity. For today’s youth audience, glossy celebrity endorsements and tv advertisements are losing their sway. Friendfluence isn’t a new phenomenon, historically and psychologically, it’s proven that our inner circles have a profound influence on our opinions and decision making process. With the growth of social media Gen Z are more connected to, and influenced by, their inner and outer circles than ever before. However with this connection, has also come an advent of discernment - Gen Z are beginning to look at their media consumption with a more critical eye, and ‘trust’ is the most important aspect to their decision making especially when it comes to their engagement with brands.

At its core, ‘Friendfluence’ is marketing that leverages authentic peer connections rather than aspirational influencer relationships. It’s peer-led, community-driven, and designed to feel like it’s coming from a trusted friend, not a brand playbook. At Raptor, we’ve seen this shift firsthand. Working at the intersection of youth culture and brand experience, we’re watching Gen Z turn away from the polished and prescriptive, and instead gravitate toward the personal and participatory. This generation wants to see themselves reflected in the message, and often, be the ones delivering it.

“This generation wants to see themselves reflected in the message, and often, be the ones delivering it.”

Reflecting on both of the events, it’s clear there are nuanced differences - but also shared truths - in how brands across markets are rethinking influencer marketing in the age of 'Friendfluence'.

In a world where Gen Z trust their friends more than experts, how can brands earn their way into those circles?

Learning 1: Community is Key

Community sits at the heart of a majority of brand missions, yet one of the most powerful insights shared across sessions was that brands don’t build communities - people do. Communities already exist around shared passions, challenges and cultural moments. A brand’s role is not to own or engineer them, but to understand, support and add value instead. The leading brands in this space are those who recognise which voices matter within their audiences, and empower those voices to shape the conversation brands are having with them.

Learning 2: Success isn't always metric

Community and peer-led marketing are long games. Despite this, often success is defined by short term KPIs - reach, ROI and follower counts. Brands that succeed with Gen Z take a longer term view: they prioritise consistency, participation and emotional resonance over immediate numbers. While leadership teams may look for rapid returns, authentic peer influence grows slowly, but compounds exponentially once trust is established. In the short term, marketers should instead look to track participation, sentiment and cultural stickiness as signals of real impact.

Learning 3: Friendfluence is about relatability but also reciprocity.

The most trusted advocates are those who reflect real social circles - genuine supporters who already have an affinity with the brand. However, Gen Z expect brands to give back to communities they engage with - whether through social initiatives, support for grassroots talent or driving meaningful cultural change. Successful peer strategies are built not just on representation, but on exchange.

Concluding Thoughts

Friendfluence isn’t just another trend, it’s a structural shift. For brands it means moving from a mindset of short term gain to a focus on earned advocacy. Creating global spaces to share, challenge and learn from these shifts across industries will be key to keeping brands not just visible but culturally fluent.

OUR WORK