The 6 trends in influencer marketing for 2025

As an influencer marketing specialist, I see every day how the influencer industry continues to grow and develop. In the recently published Influencer Marketing Benchmark Report 2024 you will find a comprehensive overview of the trends and developments in the influencer marketing industry, which is expected to reach a value of $24 billion by 2024. This form of marketing not only offers the opportunity to promote brands, but also helps you to make a real connection with specific target groups.

Which trends and developments will dominate in 2025? In this article, I share the insights and lessons I learned from my practice, the Influencer Marketing Benchmark Report 2024, and the market as a whole.

1. The impact of influencer marketing continues to grow

It’s clear: influencer marketing works. Research shows that 85% of marketers consider this strategy effective and almost 60% of companies plan to increase their budget by 2025. This growth is driven by the ability to create authentic and targeted campaigns that have a direct impact on the target group.

Brands increasingly understand that it is not just about reach, but about engagement and building long-term relationships with consumers. I see this approach being especially effective in sectors where storytelling and social engagement play a major role.

2. The king of social media: TikTok continues to dominate

TikTok remains the main platform for these campaigns. As many as 69% of marketers use TikTok as their primary platform, thanks to its unique mix of authenticity, creativity and the ability to quickly go viral. Yet other platforms such as Instagram (47%) and YouTube (33%) are also essential in influencer marketing.

Instagram remains popular for visually appealing content and short videos, while YouTube excels in long-form content and in-depth product reviews. Each platform offers unique opportunities to reach specific target groups, depending on the campaign approach.

How influencers brought trends to life

TikTok is not only popular as a social medium, but also a platform where trends are born that extend far beyond digital life. Just think of big TikTok hypes such as from Dubai Chocolate in Sushi Sandwichwhich also had a huge impact in the Netherlands.

These viral trends emerged thanks to influencers, who showcased the products with creative videos and authentic recommendations. Their influence inspired TikTok users en masse and spread these trends further.

The result? Long lines at shops, chocolatiers that were completely sold out and major brands that cleverly responded to the hype by, for example, launching Sinterklaas letters with the filling of Dubai Chocolate. This clearly shows how the power of influencers on TikTok not only generates online buzz, but also influences consumer behavior in the real world.

What these examples show is that TikTok is not just a place where your content goes viral, but is a platform that, thanks to the right influencers, manages to change behavior and consumption patterns. The success of a campaign therefore strongly depends on responding to current themes and trends and for this you need a strategic and flexible approach.

3. Influencer marketing on TikTok

TikTok will therefore remain the platform for influencer marketing in 2025, with authentic collaborations and community-driven content central. According to the TikTok Marketing Report 2024 (Influencer Marketing Hub), user-generated content (UGC) and influencer-generated content (IGC) are the most powerful pillars for successful campaigns.

UGC and IGC: authentic content

Both UGC and IGC offer brands the opportunity to create trust and engagement in an authentic way. Although UGC is created by the community itself and IGC is produced by influencers, the effect is the same: it feels real and reliable.

Brands that use these content types strategically benefit from higher engagement and a stronger bond with their target group. And when you combine it with advertising via relevant platforms such as TikTok, Instagram, YouTube and Snapchat, you get the best of both worlds: the creativity of the creator and the advanced targeting options of the said platforms. Below is an example of influencer generated content with a clear call-to-action, which is also used as an advertisement to reach the younger target group.

TikTok als social search-platform

TikTok is quickly developing into a search engine, where users look for inspiration for products and services. Influencers play a major role in this: their content appears high in search results, making brands visible at exactly the right time. By investing in influencers who match your brand and target group, you not only strengthen your visibility, but also your credibility.

You can also do your own TikTok SEO research via TikTok creative center (recommended!)

Authentic creator collaborations remain essential

In 2025, success on TikTok will be about collaborating with influencers and UGC creators who remain authentic and align with specific niches and brand values. These collaborations ensure reach and a strong connection with the target group. It’s about building trust and relevance.

4. Nano and Niche Influencers: Impact over Reach

A notable shift is the increasing focus on smaller influencers, such as nano (1K-10K followers) and micro-influencers (10K-100K followers). This group not only offers high engagement rates, but also a deep connection with their audience.

This makes these influencers ideal for campaigns targeting specific niches. Below is a piece of content from an influencer campaign I was involved in for the 40th anniversary of Guess Watches. A conscious decision was made to use multiple micro-influencers, because of the higher engagement and multiple pieces of creative content that you obtain from such a campaign: win-win!

Opportunity for diversity and ethnomarketing

In addition, I see that brands are increasingly opting for influencers with a multicultural following or another specific target group. This targeted approach helps brands to connect authentically and effectively with diverse groups within society. This promotes inclusivity and increases the impact of your content.

5. Technology and AI play a major role

In 2025, technology will play a bigger role than ever in influencer marketing. AI and machine learning are increasingly used to streamline the process and optimize campaigns. Think of finding the right influencers, analyzing results and automating time-consuming tasks. Technology allows us to make campaigns more effective and efficient, without losing sight of human creativity.

6. The importance of authentic connection

What all these trends have in common is that they are about connection. Influencer marketing is no longer just a way to draw attention to products. It’s about creating authentic relationships with consumers, telling stories that resonate and building a community around a brand.

In 2025, this focus on authenticity will only become stronger. Brands that capitalize on this trend and collaborate with influencers who truly match their values ​​and target group will make the biggest impact.

You can make an impact with influencer marketing

Influencer marketing continues to grow and offers more opportunities than ever to make brands stand out in a crowded market. Whether it concerns using TikTok, the power of UGC, niche influencers or innovative technologies such as AI: it’s all about making a real connection.

With a strategic approach, focused on authenticity and relevance, influencer marketing is the way to make an impact in 2025.