Exciting Trends in Influencer Marketing to Look Out For in 2025!
As the sun rises over the bustling streets of Los Angeles, creators are prepping their equipment and getting ready to film content for their adoring social media followers. With the influencer marketing industry now worth a whopping $24 billion, it’s clear that the demand for engaging content isn’t going anywhere, even amidst economic uncertainty!
According to Edelman’s State of Influencer Marketing report, 40% of marketers are setting aside a quarter of their marketing budgets exclusively for influencer campaigns—a notable jump from previous years. So, what can we expect as we fast-forward to 2025? Let’s dive into five game-changing influencer marketing trends that are on the horizon!
1. Influencers as Product Designers
One of the biggest trends we see is that influencers are set to play a pivotal role beyond just content creation. Instead, they’ll be shaping brands’ strategies by influencing product development and trend forecasting. Beauty creator and social media strategist, Koosha Nouri, shares how brands like Kate Somerville and Youth to the People are already sending product samples to creators for feedback prior to launching a product.
Imagine being able to try out a new Vitamin C serum from Kate Somerville or giving your thoughts on a Superfruit Exfoliating Cleanser from Youth to the People before they hit the shelves! For brands, this approach can boost their confidence in products, while creators feel like they have put their personal stamp on something they’re passionate about. Nouri explains it beautifully: “It creates a sense of intimacy between the creator and the product. Everyone feels like they’ve had a part in its development.”
2. LinkedIn, The Next Influencer Playground
LinkedIn is stepping away from its B2B image in 2025 as creator partnerships bloom on the professional platform. B2C brands are slowly discovering LinkedIn’s untapped potential for influencer marketing. According to Nathan Poekert, the Chief Marketing Officer at General Idea, brands like Away are already leveraging LinkedIn creators to promote corporate gifting programs.
Can you believe it? Creators with a smaller follower count can generate more engagement on LinkedIn, making it a promising place for brands to connect with a professional audience. Poekert notes that creators could see “double the views” on LinkedIn compared to Instagram. So, keep your eyes peeled; LinkedIn might just become the next big influencer stage!
3. Long-Term Partnerships Over Short Campaigns
In the past, brands focused on quick, one-off campaigns. However, 2024 marked a notable shift toward cultivating long-term creator partnerships. By 2025, this trend is expected to escalate, as brands realize that these creators can be vital partners for long-term growth. Top creators are stepping into advisory roles, sometimes even receiving equity for their contributions. Just like that, Alix Earle became an investor for the soda brand Poppi after their collaboration at Coachella. Talk about partnerships that pay off in the long run!
4. Authenticity Through User-Generated Content
With marketing budgets tightening, brands are turning to more cost-effective solutions like User-Generated Content (UGC) and Employee-Generated Content (EGC) to build consumer trust. Remember the viral video from Craftmix featuring their social media manager responding to a negative review? That kind of authentic interaction has fostered a loyal following, showcasing how transparency resonates with customers.
Given that a staggering 81% of consumers say trust is crucial in their purchasing decisions, brands are definitely catching on to what matters most to their customers! It’s not just about flashy ads anymore; it’s about real connections.
5. The Comeback of Experiential Marketing
After taking a backseat during the pandemic, in-person events are making a glorious return in 2025. Thanks to increasing demand for live experiences, brands are now seeking out influencers to promote and host these special events, providing exclusive access and behind-the-scenes content. Just look at how Universal invited top creators to the premiere of Wicked and Netflix featured influencers for their series launch, Griselda!
Creatively strategizing with influencers doesn’t just enhance brand visibility; it can also elevate the overall experience for fans. Creators have a knack for understanding their audience, making them valuable assets in curating inviting events that foster community.
As we gear up for 2025, it’s clear that influencer marketing will evolve in innovative ways. From co-creating products to hosting exciting events, influencers are transforming how brands connect with consumers and each other. Buckle up, folks—there’s no telling what exciting changes the influencer space has in store for us!
We’d love to hear your thoughts! Join our community, share your ideas, and be part of these engaging conversations!
