Influencer marketing is poised for significant changes with AI-driven personalization and sustainability trends taking center stage. To stay ahead of the curve and maximize your marketing efforts, it’s key to understand these emerging trends and adapt your strategies accordingly.
This article takes a look at the top influencer marketing trends that will shape 2025. We’ll share valuable insights on emerging strategies and technologies so you can effectively connect with your audience, drive engagement, and achieve your marketing goals.
More LinkedIn influencers
LinkedIn has evolved from being just a networking tool to becoming a key platform for influencer marketing.
Professionals and brands recognize LinkedIn’s unique potential to connect with audiences in a professional setting, making it ideal for B2B influencers, thought leaders, and industry experts.
Want to see LinkedIn influencers in action? Here are some notable examples:
- Richard Branson: The founder of Virgin Group shares insights on leadership and entrepreneurship with more than 20 million followers.
- Bill Gates: Microsoft co-founder discusses technology, philanthropy and global issues, reaching millions.
- Arianna Huffington: The creator of The Huffington Post offers work-life balance advice to a wide audience.
Deinfluencing
“Deinfluencing” has gone from being a trend to becoming a movement.
Originally popularized as a counter-trend to consumerism, deinfluencing encourages people to make more conscious purchasing decisions.
Instead of promoting products, influencers now highlight what is not worth buying, and audiences respond positively. This trend reflects a shift in consumer values towards transparency and authenticity.
Brands with strong sustainability practices can partner with influencers to promote these values, helping audiences make more informed decisions and for educational purposes.
The rise of nano-influencers
While it may seem like it would be better to partner with social media celebrities to achieve your marketing goals, that is not always the case. Nano-influencers are powerful allies that can help you launch impactful campaigns and achieve significant results.
A nano-influencer typically has fewer than 10,000 followers, but their niche audience tends to be highly engaged. Plus, these influencers are known for producing relatable content, which makes their recommendations seem more genuine.
Collaborating with a nano-influencer can also be a smart economic strategy. Many of them are open to receiving products or services as part of their compensation, which helps reduce marketing costs while engaging more influencer partners.
Long-term collaborations
Working with an influencer over a longer period of time can lead to a better understanding of both parties’ goals and stylistic preferences. As your partner gets to know your brand better, they’ll be able to promote it more organically in their content.
The influencer’s audience will become accustomed to seeing them use your products, fostering greater familiarity and trust in your brand.
Additionally, long-term agreements can be more cost-effective and financially beneficial. A trusted partner may be willing to participate in affiliate marketing programs, incentivizing continued promotion of your brand.
Emphasis on diverse video content
Video has always been a mainstay of influencer marketing, but today influencers have more options for publishing this type of content. Many use a combination of short- and long-form channels to diversify and expand their reach.
Selecting an influencer who posts a variety of content types can help you connect with a broader audience. For example, a partner who posts Instagram Reels, YouTube Shorts, and long-form YouTube videos can help you reach various niches within your target audience.
Your long-form videos will provide a great tool to educate consumers about your brand and products. And since short-form clips are quick and to the point, they’ll be a great option to build buzz and encourage people to learn more about your business.
Live broadcasts and real-time engagement
Don’t underestimate the value of real-time engagement with your audience. In Q4 2023, 28.5% of respondents said they watched live content at least once a week.
With that in mind, doing live streams can help you and your influencer partners diversify the content you deliver to users while driving engagement. For example, imagine you’re getting ready to launch a new product. You could invite your employees to your business and livestream a “behind-the-scenes” look at your upcoming launch.
Live streams can also provide you with real-time feedback on consumer preferences and sentiments. Taking that information into account will help you create more impactful content and better connect with your audience in future campaigns.
Authenticity and transparency
Consumers are becoming more discerning and can easily spot inauthentic promotions. Inauthentic product associations not only alienate consumers from those products, but can also cause your influencer partner to lose credibility with their audience. In other words, bad matches are bad for all parties.
Influencers who truly believe in the products or services they promote can avoid the pitfalls of inauthenticity. With that in mind, encourage your partners to try out your products before creating content, so they can make honest recommendations. Along with that, partner with influencers who are transparent about their partnerships, even if they are promoting your products organically in their content.
Influencer Marketing for B2B
B2B brands are also embracing the influencer marketing revolution. As of 2023, 75% of B2B companies already work with influencers.
If you run a B2B company and aren’t already collaborating with social media influencers, there’s no better time to start. A few strategic influencer partners can help you connect with business decision-makers, explain how your products or services work, and showcase the benefits of partnering with your company.
Many of the best practices of B2C influencer marketing also apply to B2B collaborations. Find people who align with your brand values, make sure they have an audience that matches your ideal customer base, and collaborate with them to create engaging content that increases awareness about your brand.
Another significant influencer marketing trend to keep an eye on is sustainability and corporate social responsibility (CSR). Brands will increasingly look for influencers who are vocal about sustainability, diversity, and ethical practices. This shift is already visible in recent campaigns: for example, Patagonia has partnered with eco-friendly influencers to highlight its commitment to environmental causes, while brands like Ben & Jerry’s are collaborating with influencers to promote social justice initiatives.
Ultimately, as younger generations, such as Gen Z, continue to demand transparency and accountability, influencers who promote eco-friendly products and social justice causes will stand out. Consumers want to connect with brands that have a shared purpose, and influencers are a powerful platform to authentically communicate these values. Campaigns that highlight environmental and social responsibility in 2025 will resonate deeply with these audiences, helping brands foster a greater sense of loyalty and engagement.
