New Trends in Influencer Marketing Set to Shape 2025
In the vibrant city of Los Angeles, creativity runs wild and the world of influencer marketing is buzzing with excitement. Influencer marketing has transformed into a $24 billion industry, and despite some economic headwinds, it shows no signs of slowing down. With the recent release of Edelman’s State of Influencer Marketing report, it seems we’re on the brink of some exciting trends that could reshape the landscape of marketing in the coming years.
Marketers’ Growing Investment in Influencers
The report reveals that a whopping 40% of marketers are now dedicating a quarter of their marketing budgets to influencer campaigns, a significant rise from previous years. What’s even more exciting is the prediction that by 2025, influencers will take on pivotal roles within marketing strategies, moving beyond just creating content to actively participating in product development, trend forecasting, and even event marketing.
Creators Get Involved in Product Development
Take Koosha Nouri, a beauty creator and social media strategist, for instance. She emphasizes how brands are already engaging creators in their product development processes. Notable brands like Kate Somerville and Youth to the People are sending product samples to creators for feedback before they hit the market. For example, Kate Somerville recently sent lab samples of their new Vitamin C serum to a select group of creators to gather insights on the formula!
This isn’t just good business; it creates a sense of ownership for the creators since they’re recommending these products to their followers. Nouri explains, “It’s one of the most meaningful ways to connect with your community before a product launch, as it creates a sense of intimacy between the creator and the product.”
LinkedIn: The Next Big Player?
Another trend to watch is the rise of creator partnerships on LinkedIn. Traditionally known for B2B marketing, more brands are beginning to realize its potential in the B2C space. According to Nathan Poekert, Chief Marketing Officer at General Idea, we may see many brands expanding their marketing efforts to LinkedIn by 2025. He noted that LinkedIn can actually outperform Instagram when it comes to engagement!
This shift is essential for creators, who will now need to diversify their platforms, especially with TikTok’s future feeling a bit uncertain. Imagine creators from Instagram who usually get about 8,000 views per post suddenly getting double that on LinkedIn with a more focused audience!
Long-Term Partnerships Replace Short-Term Campaigns
As we move further into 2025, brands are also transitioning towards long-term creator partnerships. Instead of quick collaborations for a one-off campaign, brands are beginning to treat creators as strategic partners. Bryan Gold, Co-Founder and CEO of #paid, pointed out that some creators are even joining advisory boards and receiving equity in exchange for their invaluable input.
This type of partnership might not pay off immediately, but it’s a smart long-term investment. Creators like Alix Earle have already seen significant benefits from such relationships, having invested in brands after successful collaborations.
Embracing Authentic Content
As influencer fees rise, brands are seeking more cost-effective solutions like user-generated content (UGC) and employee-generated content (EGC). Authenticity is key right now, as a large 81% of consumers claim that trust is vital in their purchasing decisions. An inspiring example is Craftmix, a cocktail and mocktail brand that witnessed rocket-like fame after their social media manager’s response to an influencer’s negative review went viral!
The Return of In-Person Events
After a tough couple of years, in-person events are making a comeback, and brands are enthusiastically leveraging influencers to host and promote these experiences. Exciting examples include Universal inviting top creators to the premiere of *Wicked*, and Netflix organizing influencers for the launch of their series, *Griselda*. Events are evolving, and influencers are now at the heart of these occasions, helping to curate lists and even co-host.
All in all, influencer marketing is entering an exciting new chapter where creators are not just faces of brands, but important stakeholders. As brands recognize the value of long-lasting partnerships and authentic content, the connection between brands and consumers will undoubtedly deepen.
It’s thrilling to think about how these trends will unfold and what they mean for both brands and creators as we move toward 2025! It’s a fascinating time for marketers, creators, and consumers alike.
