The VIC effect: how ‘very important clients’ are redefining influencer marketing
What if I told you the influencers brands are focused on in 2025 aren’t your favourite NYC influencer, but a lady named Tamara who splits her time between London, Paris, and Milan?
Her follower count on Instagram? Under 500.
How much is she spending on her favorite brand? At least $200,000 annually.
Heavyweight spenders—aka Very Important Clients (VIC)—like Tamara are attracted to uniquely curated experiences available to the top 1% of shoppers who can support entire businesses.
Even Dollar Tree is more focused on higher-income shoppers to survive inflation, tariffs, and whatever else this year has in store for brands.
The narrative around influencers is evolving. In 2025, the most impactful voices aren’t posting #ad or pushing product hauls—they’re spending top dollar, advocating for brands through loyalty and long-term relationships.
Luxury brands have begun to realize that catering to these VICs requires a different approach. From luxury fashion houses to premium beauty brands, VICs crave tailored experiences, private access, and a sense of belonging that transcends traditional influencer marketing. Brands are now prioritizing relationships over reach—recognizing that exclusivity and loyalty can be more valuable than visibility.
Let’s break down ways luxury brands can teach brands of various industries to leverage the VIC methodology and how social media plays a big role.
Reclaiming exclusivity in a digital era
The narrative of luxury has shifted in a world where social media can democratize access overnight. Brands are adapting by elevating exclusivity beyond limited editions. Even the pre-loved designer market has become a status symbol in its own right, with platforms like Vestiaire Collective and The RealReal turning secondhand shopping into a cultural flex.
It’s about curated, invitation-only experiences—think private dinners with creative directors or access to one-of-a-kind pieces. VICs want the red-carpet treatment: personalized shopping appointments, digital concierges, and private sales that can’t be Googled.
Just in line with a VIC’s values: quality, rarity, and individuality.
The VIC experience: high stakes, high Rewards
The VIC experience is about more than luxury goods—it’s a lifestyle. VICs expect white-glove service, whether it’s virtual consultations, personalized lookbooks, or invite-only digital events. This high-touch approach demands a deep understanding of client preferences, behaviors, and desires.
By embracing this model, brands create lifelong advocates who influence others organically. VICs often post their experiences on social media, triggering FOMO and inspiring the next wave of customers to aspire toward this exclusive status.
The socialization of luxury: how social media shapes youth consumption
According to the study “The Consumer Socialization Process: How Social Media Affects Youth Luxury Consumption” by Juha Park & Jaehoon Chun, social media profoundly shapes the way young consumers perceive luxury. Park and Chun found that high availability of social media for youth increases their curiosity about luxury goods and purchase opportunities. With sensitivity to style trends from exposure to social media’s consumption-related content, there is an emphasis on how VICs can shape youth consumption patterns. It’s not just about ownership—it’s about digital presence. Luxury is now defined by visibility, experiences, and curated lifestyles. VICs, with their genuine influence and understated status, quietly shape trends in ways traditional influencers can’t.
FOMO, flex culture, and the pursuit of luxury
Social media thrives on FOMO, driving young consumers to chase luxury items to boost self-image and social status. Sprout Social reported that 64% of consumers believe genuine reviews are the most effective influencer content type. VICs play a pivotal role in this ecosystem, showcasing luxury experiences and products in a way that feels authentic and aspirational. Brands strategically highlight VICs to create desire driven by scarcity, status, and belonging.
Resonance over reach
As the landscape of influence changes, brands face a critical decision: chase mass appeal or build deep, lasting connections with VICs. The traditional influencer model often prioritizes reach, but VICs redefine influence by prioritizing resonance. The latter requires a different skill set—one that prioritizes understanding and exclusivity over broad visibility. Brands that thrive in this new era of influencer marketing will be those that recognize the value of resonance over reach, redefining what it means to be influential in a world where fewer followers might mean bigger impact.
6 ways brands can apply the VIC approach
Luxury brands have mastered the art of catering to VICs, but their principles can be adapted by brands across industries. Here’s how brands can apply the VIC approach:
Personalize experiences: Use customer data to create custom merch, VIP events, or exclusive access to new products.
Build relationships: Develop loyalty programs and rewards that make customers feel valued and appreciated via platforms like TYB.
Offer exclusivity: Curate limited-edition products, early access, and special perks for top-tier customers.
Leverage social proof: Encourage VICs to share authentic content and testimonials, amplifying their organic influence.
Create micro-communities: Foster online or in-person groups where top customers can connect and engage with the brand and each other.
Prioritize long-term connections: Focus on customer retention and loyalty rather than one-off sales.
Need-to-know resources
The consumer socialization process: How social media affects youth luxury consumption (study)
Are VICs the new nepo babies of fashion? (@newsfash/TikTok)
The Pampered Life of a Fashion VIC (The Cut)
VICs: How the Super Rich Want To Shop (BoF)
TL;DR
The real influencers of 2025 are the VICs—Very Important Clients—who define luxury by loyalty and purchasing power, not follower count. These heavyweight spenders crave tailored experiences and brands that understand the art of exclusivity. Luxury’s future isn’t about reach—it’s about resonance. The power lies with the VICs: the most discerning consumers who value authenticity, exclusivity, and personal connections over flashy endorsements and viral trends in this digital era. The brands that win will be those who cater to VICs—where resonance, not reach, is the new currency of influence.
In a world of influencers, who holds the most power? The future of influencer marketing may be in the hands of VICs. How will your brand apply these tactics in 2025?
Social Media Manager, Influencer Marketer and Creative Strategist
