When Blue Apron recently decided to internalize its influencer marketing, shifting away from external agencies to manage creator partnerships directly, it didn’t just change tactics for one brand. It signaled a broader evolution in how businesses approach and value the creator economy.
Why Blue Apron Made the Shift
Blue Apron’s move, announced in August 2025, centers on three core motivations: cutting costs, gaining tighter control over campaigns and fostering deeper, more genuine content collaboration with creators.
Marketing head Raina Enand said the brand wants to “own the feed” across social platforms, blending influencer content, user-generated media and both organic and paid social to elevate brand awareness.
The Rise of Influencer Marketing as a Standalone Channel
This strategy underscores a growing perception: influencer marketing is no longer a supplementary tactic but a distinct media channel requiring dedicated internal strategy. Brands like Blue Apron now see faster campaign execution, richer real‑time optimization and better alignment with marketing goals when influencer campaigns are managed in‑house.
Aligning with a Professionalized Creator Landscape
Creators have evolved from casual social posters to professional content entrepreneurs with niche audiences and measurable impact. To tap into this ecosystem effectively, brands often need specialized talent, deep relationships and bespoke negotiation – capabilities that can be diluted when outsourced.
AI Tools and Long-Term Creator Collaborations
Blue Apron isn’t just moving inwards, but it's also modernizing. The brand plans to integrate AI to help optimize campaign performance while nurturing ongoing relationships with creators, shifting from one-off content to authentic, community-driven partnerships.
Implications for the Broader Creator Economy
1. More Brands Will Bring Influencer Programs In‑House
As influencer marketing becomes more strategic and value-driven, brands may follow Blue Apron’s lead, building internal teams to own creator relations, optimize budgets and maintain consistency of voice.
2. Smaller Brands Could Benefit (With Caution)
In‑housing may democratize access to creators, but for smaller organizations, building this expertise internally can demand resources and specialized skills that aren’t always available.
3. A Shift in Budget Flow & Agency Role
Ad budgets may flow more directly to creators and internal teams, reducing dependence on intermediaries. Agencies may evolve into consultants or project-based partners, rather than ongoing campaign managers.
4. Creator Relations Become a Competitive Asset
As influencer marketing becomes more central, brands that develop strong, authentic and long‑term creator relationships could enjoy competitive advantages in engagement and trust.
Actionable Takeaways for Small Businesses and Content Creators
- For brands: If you’ve relied on agencies, consider testing an internal creator strategy. Start small – perhaps one or two creators – and invest in relationship-building and analytic tools to manage collaborations.
- For creators: Expect deeper brand partnerships, not just one-offs. Focus on building trust, demonstrating consistent content value and showcasing audience alignment to become long-term collaborators rather than transactional spots.
Blue Apron’s decision to internalize its influencer marketing speaks to a maturing creator ecosystem where brands want more control, authenticity, and efficiency.
The creator economy is projected to grow significantly in value, and it is becoming less about fleeting viral hits and more about sustained, measurable engagement. As brands continue to treat creators as vital media partners, mastering internal strategies and blending AI with human insight will shape the next chapter of digital marketing.
