Influencer marketing, continued to thrive in 2024, solidifying its position as one of the most popular and effective forms of marketing. With an increasing number of brands integrating influencer collaborations into their campaigns, the trend shows no signs of slowing down as we look ahead to 2025.
With the increased trend for influencer marketing, it is predicted to achieve an estimated value of $24.1B by this year. Its popularity speaks volumes, as the demand for influencer marketing reflects its success, particularly now that the online sphere dominates so many aspects of our lives.
Social media is constantly developing, with new platforms, new styles of content, and new ways of engaging with followers. Thinking about Instagram when Reels, Stories and Highlights didn’t exist shows how much social media has developed, and this progression can affect the future trends in influencer marketing.
After the pandemic, connecting virtually with customers became essential, and now eCommerce has risen to be the favoured method of shopping, meaning online efforts for influencer marketing have had to match this demand.
The top trends for Influencer Marketing
With a variety of social media platforms, such as TikTok and Instagram, as well as sourcing the perfect influencer, there are a few things to consider for your next marketing campaign, along with the new trends in influencer marketing.
So, let’s look at what some of the predicted influencer marketing trends of 2025 will be so that you can keep up with and adapt to them...
1. The increased use of audience insights
The rising use of social media for marketing comes with the advantage of being able to analyse your audience more closely – also known as audience insights.
Being able to understand their behaviours with vital pieces of information means you can tailor your content to them more specifically, ensuring you tap into their interests.
You can discover:
Their demographics – age, gender
The size of your audience
Their interests
Their behaviours
How they engage with you
Looking ahead to 2025, leveraging audience insights and tailoring marketing efforts to align with those insights will remain a crucial factor in driving the success of influencer marketing campaigns. The ability to deeply understand and effectively engage target audiences will continue to set brands apart in an increasingly competitive landscape.
2. Instagram and TikTok continue to be the favoured platforms
Instagram has become an incredibly popular platform, with 500M daily users. Beyond its size, the range of content available is mind-blowing, meaning your influencer marketing campaigns can be varied and creative.
One of the fastest growing social media platforms is TikTok, and the easy to consume style of content, as well as the vast amount of users it’s acquired, makes it perfect for influencer marketing.
By 2025, Instagram and TikTok are expected to remain dominant platforms for influencer marketing. However, the trend of influencers maintaining an active presence across multiple platforms will become even more critical. Consumers, especially loyal fans, increasingly prefer to engage with their favorite content creators on the various platforms they use, creating opportunities for brands to connect with audiences through a more integrated and omnichannel approach.
3. The rise of video content trends continues
As social media users, we have become used to easy, bite-size content that we can view on our phones. With this has come the increased preference for video content, both from the eyes of the viewer as well as the creator.
It offers a new style of storytelling that allows influencers to be creative, and allows viewers to absorb fun, interesting and entertaining content.
As we forecast trends for 2025, video content is expected to remain a cornerstone of influencer marketing, building on its dominance in 2024 and its continued growth across digital platforms. With evolving online habits and audience preferences, brands will need to stay agile, embracing dynamic and engaging video formats to maintain relevance and consistently appeal to their target audiences.
4. The increase of live shopping trends
The rise of live shopping, particularly after the pandemic, has been phenomenal. It involves brands being able to livestream events and sell products in real-time, and on TikTok it means users don’t have to leave the app and can make a purchase there and then.
Now, users are finding a preference for livestreaming events where they can shop live, particularly over other forms of social media purchases. On top of this, they can watch their favourite influencers and make purchases from their live streams. This means your brand can incorporate this trend into its marketing strategies by having influencers sell your products in their live streams!
In 2024, brands increasingly embraced influencer collaborations to host live shopping experiences, reflecting a significant shift in consumer preferences toward more interactive and engaging purchasing journeys. Approximately 53% of global shoppers have made purchases via a live shopping event.
5. The increased popularity of UGC
User-generated content (UGC) is, as it says, content created by a user. It has become popular with brands due to its authenticity and reliability as a source for other customers, giving your brand credibility.
Influencer collaborations with your brand already provide UGC made in a professional way, so UGC from the customer’s point of view provides an even more trustworthy recommendation for your product.
Now, over 86% of businesses incorporate UGC into their marketing strategies, and this is set to continually rise in 2025.
6. Brands are leaning towards continual partnerships
Making a sale can be difficult, which is why influencers with loyal, engaged followers are perfect for commissioned posts. Brands are aiming to strengthen their relationships, and like influencers who have spent time developing their relationship with their followers, they are planning to do the same.
In 2024, brands aimed to prioritise ongoing partnerships with influencers rather than one-off projects, creating stronger relationships with customers in the process.
This means, looking out for those influencers whom you can imagine a longer working relationship with and are happy to represent your brand for an extended period of time should be considered.
With these influencer marketing trends for 2025, your brand can keep on top of the developing nature of social media marketing, incorporating different trends into your campaigns to drive them to success, creating positive brand awareness and generating profitable sales!
If you would like to find the perfect influencer to work with for your next influencer marketing campaign, get in touch with us and we can help – we look forward to hearing from you!
This is an exclusive interview written by Amelia Hayes.
