Influencer Marketing Strategies for 2025: Key Trends and Insights
Influencer marketing, now a $24 billion industry, is showing no signs of slowing down, even amid economic uncertainties. Edelman’s State of Influencer Marketing report highlights a growing commitment from marketers, with 40% allocating a quarter of their budgets to influencer campaigns—an increase from previous years. As we enter 2025, the influencer landscape continues to evolve, bringing new strategies and opportunities. Here are five pivotal trends shaping the industry.
1. Influencers as Strategic Advisors
In 2025, influencers are stepping beyond traditional roles as content creators to serve as advisors and consultants. They’re influencing product development, trend forecasting, and event marketing strategies.
For example, beauty brands like Kate Somerville and Youth to the People actively involve influencers during product development. Kate Somerville shared lab samples of its Vitamin C serum with influencers for feedback, while Youth to the People assembled a panel to refine its Superfruit Exfoliating Cleanser as it expanded into body care.
Koosha Nouri, a beauty creator and social media strategist, emphasizes this growing trend:
"Collaborating with creators during product development creates a sense of intimacy and ownership. It builds trust between the creator, the product, and their audience."
This approach boosts brand confidence and deepens the connection between creators and consumers.
2. LinkedIn: A Rising Star in B2C Marketing
While LinkedIn has traditionally been a B2B platform, it’s emerging as a powerful B2C channel in 2025. Forward-thinking brands like Away are leveraging LinkedIn creators to promote corporate gifting programs, tapping into the platform’s professional audience.
Nathan Poekert, Chief Marketing Officer at General Idea, foresees LinkedIn playing a larger role:
"By Q3 of 2025, LinkedIn could outperform Instagram in engagement for many creators, especially given its untapped potential for targeted audiences."
With TikTok’s future uncertain, creators are diversifying across platforms, and LinkedIn is becoming an integral part of their strategy.
3. Long-Term Partnerships Gain Traction
Brands are shifting from one-off influencer collaborations to long-term partnerships. This trend reflects a broader strategy to integrate creators as key stakeholders in a brand’s growth.
Bryan Gold, Co-Founder and CEO of paid, notes that some creators are being offered advisory roles and equity stakes.
4. Rise of User-Generated and Employee-Generated Content
With rising influencer fees and tighter marketing budgets, brands are turning to user-generated content (UGC) and employee-generated content (EGC) for authentic engagement. These formats build trust, which is critical—81% of consumers cite trust as a key factor in purchasing decisions.
Craftmix, a cocktail and mocktail company, exemplifies the power of EGC. After a viral TikTok video featuring their social media manager, Sarah Renn, the brand gained significant traction. Renn’s behind-the-scenes content offered followers an unfiltered look at the brand’s personality, fostering loyalty and connection.
5. The Comeback of In-Person Events
In-person events are making a strong comeback in 2025, surpassing pre-pandemic levels of experiential marketing. Brands are increasingly involving influencers in event promotions, leveraging their networks and content creation skills to drive engagement.
For example:
Universal invited top creators like Natalie Marshall and Avery Woods to the Wicked premiere.
Netflix hosted influencers for the launch of Griselda, showcasing the power of creators in building buzz around new content.
Influencers are not just attending these events—they’re curating guest lists, co-hosting, and facilitating meaningful interactions. Nouri explains:
"Creators consume content both for work and pleasure, giving them a unique understanding of trends and networks. This makes them invaluable in event marketing and community building."
Smaller Brands Excelling in Influencer Marketing
Brooklyn Candle Studio
Niche: Home Fragrance
Strategy: The brand collaborates with nano and micro-influencers in the home decor and lifestyle space to showcase their candles in beautifully curated spaces.
Success Story: Influencers share cozy, mood-setting content featuring the candles, emphasizing their minimalist packaging and luxurious scents. This aligns well with Brooklyn Candle Studio’s target audience.
Wild One
Niche: Pet Accessories
Strategy: Wild One partners with pet influencers and lifestyle creators who feature their stylish pet gear in everyday scenarios.
Success Story: By focusing on pets with highly engaged followings, the brand taps into a niche audience of pet owners looking for functional yet fashionable pet products.
Haps Nordic
Niche: Reusable Food Storage and Kitchenware
Strategy: Haps Nordic collaborates with family and eco-living influencers to promote their stylish, reusable food storage solutions. Influencers often share tips on reducing waste in the kitchen while featuring Haps products.
Why It Works: The brand’s emphasis on practicality and aesthetics makes their products a hit with eco-conscious families.
Why Smaller brands are winning in influencer marketing?
Authenticity: They prioritize genuine partnerships with influencers who align closely with their brand values.
Relatable Content: They focus on everyday creators whose audiences trust their opinions.
Niche Focus: They target specific audiences, making their campaigns feel personal and impactful.
Cost-Effective Strategy: By leveraging micro- and nano-influencers, they achieve strong ROI without the high cost of celebrity endorsements.
Looking Ahead
Influencer marketing in 2025 is marked by deeper partnerships, platform diversification, and a focus on authenticity. As creators take on more strategic roles—co-creating products, leading events, and advising on brand direction—they continue to redefine the way brands connect with consumers. The industry’s growth shows no signs of slowing, making it a cornerstone of modern marketing strategies.
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