Exciting Trends in Influencer Marketing to Watch for in 2025
In bustling Los Angeles, the world of influencer marketing continues to thrive, even amidst the economic challenges many businesses face. With the industry valued at an astounding $24 billion, it shows no signs of slowing down. In fact, a recent report from Edelman reveals some fascinating trends that are expected to shape the future of marketing over the coming years.
The Shift Toward Creator Collaboration
According to the report, nearly 40% of marketers are now allocating a quarter of their marketing budgets directly to influencer campaigns—this is a significant jump from previous years. As we edge closer to 2025, it’s clear that influencers are not just content creators, but are also starting to shape brand strategies in various innovative ways.
One influencer leading this charge is Koosha Nouri, a beauty creator and social media strategist. She’s seen firsthand how brands are beginning to involve influencers in important facets like product development. Brands such as Kate Somerville and Youth to the People have been sending creators lab samples for feedback before launching their products. For instance, the famous Vitamin C serum from Kate Somerville was shared with creators for input to fine-tune its formula. Similarly, Youth to the People reached out to creators to help them improve their Superfruit Exfoliating Cleanser as they aimed to expand into body care.
This kind of collaboration doesn’t just enhance the product; it helps establish a deeper connection between the creator and their audience. As Nouri puts it, “Creating a sense of intimacy between the creator and the product fosters a real connection with their community.” It’s a win-win for everyone involved!
LinkedIn: The New Playground for Influencers
LinkedIn is often seen as the go-to place for B2B marketing, but that’s changing fast. By 2025, B2C brands are realizing the potential of leveraging LinkedIn creators to reach professional audiences. As brands like Away explore this space, we could see a new wave of influencer partnerships focused on areas like corporate gifting programs.
Nathan Poekert, CMO at General Idea, points out that LinkedIn may outperform Instagram in engagement metrics. “A creator with 40K followers on Instagram might get around 8,000 views, but on LinkedIn, they could see double that!” This untapped potential may lead many brands to invest more heavily in this professional yet growing platform.
Long-Term Partnerships and Strategic Roles
The influencer landscape is also shifting towards long-term partnerships. Brands have started to realize that building lasting relationships with creators is key to fostering strategic growth rather than just short-term promotions. As Bryan Gold, CEO of #paid notes, some influencers are now taking on roles as consultants or advisors, even joining advisory boards for equity rather than immediate payment.
This approach allows brands to invest in a creator’s expertise and leverage their deep understanding of their audience over time. Creators like Alix Earle, who invested in soda brand Poppi after a successful collaboration, demonstrate the perks of this fresh, cooperative strategy.
The Authenticity of User-Generated Content
Amid rising influencer fees and tightening budgets, brands are increasingly turning towards user-generated content (UGC) and employee-generated content (EGC). Both of these strategies help build consumer trust, which is important as 81% of consumers today prioritize trust in their purchasing decisions. One brand making waves with EGC is Craftmix, which achieved viral fame through authentic behind-the-scenes content shared by their social media manager.
A Comeback for In-Person Events
With the return of in-person events, fueled by an insatiable appetite for live experiences, brands will harness the power of influencers to promote these gatherings. Invite lists are being curated by creators, and they become pivotal figures in the success of event launches. Major companies are recognizing that influencers are not just guests, but are central to the overall experience.
As we look ahead to 2025, it’s evident that influencers are evolving into multifaceted roles—connecting communities, co-creating products, and leading events. Their strategic involvement will only intensify in shaping how brands effectively connect with consumers.
The future is bright for influencer marketing, with collaborations growing more meaningful and authentic than ever before. As the landscape changes, staying in tune with these trends will help brands and creators thrive together.
