What will influencer marketing look like in 2025? Expert predictions + new data

A couple of years ago, I deleted my Instagram account (after realizing I was spending 4+ hours a day on the app).

And while I’ve proudly held firm in that decision, I did recently create a new account so I could check-in on four of my favorite influencers.

That‘s right: I didn’t create a new account so I could keep up with my college besties or siblings.

I got one so I could see what my favorite influencers are up to (and their tips on the latest clothing/beauty products to buy).

That‘s the power of influencer marketing. Influencers begin to feel like friends. We watch them get married, go through breakups, start new careers, get fired, travel to faraway places, and fight with their best friend’s.

And when they partner with a brand, we’re more willing to buy.

Here, I sat down with four experts in the influencer space — Imani Ellis, The Founder of The Creative Collective and CultureCon; Olamide Olowe, The Founder and CEO of Topicals; Shannae Ingleton Smith, The Founder and CEO of Kensington Grey; Justine’s Camera Roll, Lifestyle and Beauty Influencer — to learn their tips for crafting a powerful influencer marketing in 2025 (plus, where the future is headed).

We‘ve also got data from 1,100+ social media marketers on how they’ve implemented influencer marketing at their own companies.

Table of Contents

• What is influencer marketing?
• Types of Influencers
• Platform Strategy: Where Should You Focus?
• Influencer Marketing Challenges
• How to Create an Effective Influencer Marketing Strategy, According to Experts
• Influencer Marketing Examples
• How Influencer Marketing Will Change in 2025 [Expert Predictions]

Influencer marketing is a strategy that employs leading and/or niche content creators to raise brand awareness, increase traffic, and market an organization’s products or services. This collaboration between brands and creators allows businesses to expand their reach across…

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