Exciting Trends in Influencer Marketing: What’s Coming in 2025
Welcome to sunny Los Angeles, where creativity meets the ever-evolving world of influencer marketing! The landscape of this multi-billion-dollar industry continues to flourish, even amidst economic ups and downs. As we step into 2025, there are some fascinating trends on the horizon that both brands and creators should keep an eye on.
A Deep Dive into Creator Collaboration
Influencer marketing is no longer just about sharing pretty pictures on social media. In fact, it’s evolved into a $24 billion industry where brands and creators are teaming up like never before. A recent report from Edelman revealed that a whopping 40% of marketers are now dedicating a quarter of their marketing budgets to influencer campaigns. This is a significant leap compared to years past, indicating a strong belief in the power of these collaborations.
So, what does this mean for the future? Well, according to Koosha Nouri, a beauty creator and savvy social media strategist, brands are starting to involve creators in the actual product development process. Say goodbye to traditional marketing strategies. Brands like Kate Somerville and Youth to the People have already begun sending out lab samples to influencers for feedback. Imagine receiving an exclusive sample of a high-end Vitamin C serum and being part of its development—that’s what creators are experiencing!
Nouri beautifully puts it, “It’s one of the most meaningful ways to connect with your community. Everyone feels like they’ve had a part in its development.” This shift is not just a way to enhance products but also to create a deeper bond between creators and their followers.
LinkedIn: The New B2C Playground
Do you think of LinkedIn only as a hub for professional connections? Think again! In 2025, we’re set to see a surge in creator partnerships on this platform. Brands, recognizing the unique potential of LinkedIn, are starting to tap into its professional audience for B2C marketing. Chief Marketing Officer at General Idea, Nathan Poekert, believes that LinkedIn engagement could even outshine Instagram’s. In fact, a creator with 40K followers on Instagram might only rack up about 8,000 views, but on LinkedIn? They could be looking at a whopping double that.
Long-Term Partnerships Over Short-Term Gains
In recent years, brands have shifted to prioritize long-term collaborations with creators over one-and-done campaigns. This trend shows no signs of slowing down as we move into 2025. More companies are hiring creators as consultants and advisors, allowing them to become integral parts of the brand. These partnerships can even lead to equity involvement, which is particularly helpful for startups that may not have the budget for hefty salaries.
Alix Earle, a prominent influencer, is already reaping the benefits from such fruitful collaborations. After working with a Texas-based soda brand, she became an investor following a successful campaign at Coachella. As marketing budgets tighten, more brands will look toward cost-effective solutions like user-generated content (UGC) and employee-generated content (EGC), which help in building trust among consumers.
Experiential Marketing is Back!
After taking a backseat during the pandemic, in-person events are making a lively comeback in 2025. According to PQ Media, experiential marketing has already surpassed pre-pandemic levels, and brands are turning to influencers to help promote and host these live experiences. Just think about it: top creators are now being invited to premieres and launch events, becoming an essential part of their success.
For instance, influencers like Natalie Marshall and Avery Woods were invited by Universal to attend the premiere of “Wicked,” while Netflix hosted creators for the launch of their limited series “Griselda.” Creators aren’t just the face of these events—they actively help in crafting the experience and building community.
A New Era for Influencer Marketing
As we watch this vibrant landscape evolve, it’s clear that influencers are stepping into more strategic roles within brands. From co-developing products to enhancing brand experiences through events, creators are redefining how brands connect with consumers. It truly is an exciting time to be part of this dynamic industry!
If you’ve got thoughts or insights about these trends, we want to hear from you! Join our community for an open and thoughtful discussion. Together, let’s inspire one another and share a whirlwind of ideas.
