Influencer marketing is constantly evolving. One minute, you have a strategy that works, and the next, a new platform takes off or a trend shifts overnight. With so much noise around influencer marketing, many people feel the pressure.
Influencer marketing keeps changing, and 28% of people say they struggle to keep up with social media trends. But for brands and creators, staying on top of influencer marketing trends is essential to moving forward.
In this post, we’ll break down the top influencer marketing trends that will work in 2025 and beyond, and show you how to use them to your advantage.
Let’s get started:
1. Real Over Perfect
Your followers want to see real life. That means unfiltered stories, casual check-ins, and creators talking openly about local or global issues, daily routines, or what didn’t go as planned. It’s less about the “highlight reel” and more about being human.
More than 40% of social media users in the U.S. say that authentic influencer content boosts their trust in product recommendations. It’s no surprise influencer trends are shifting toward authentic, relatable content in 2025 and beyond. That means you should work with creators who come across as genuine. Let them share your product in their voice, without scripts.
2. TikTok Still Sets the Pace
TikTok is getting a lot of attention right now. It stands out because regular people can reach lots of viewers if their content is engaging. It’s less about follower count and more about being interesting, fast-paced, and relatable.
As of 2025, TikTok has 170 million monthly active users in the U.S., which is 32.9% of the population. So if you’re watching influencer marketing trends, TikTok needs to be part of your strategy.
For any campaign, focus on creators who know how to work with trends while keeping it authentic, engaging, and relevant to the platform’s vibe. With the right mix of creativity and relatability, you can easily get results on the platform, too.
3. Long-Term Wins Over One-Offs
Quick, one-time sponsored posts don’t always work. Brands get better results when they build longer partnerships with creators who genuinely like their products.
When a creator uses a product and talks about it over time, their audience notices, and trust grows. That leads to more sales and reach. Nearly 65% of brands now prefer long-term collaborations over one-time deals, up from 61% in 2023.
So, don’t hire influencers for a single post. Build long-term relationships instead. Support creators who can grow with your brand and share content naturally with your audience.
4. Creators Launching Their Products
Many influencers are no longer promoting brands, they’re building their own. From coffee to skincare to snacks, creators are turning their audience into loyal customers by developing products that reflect their personality and values.
This shift is one of the most exciting influencer marketing trends in 2025. If followers trust creators enough to buy what they recommend, they’re even more likely to support what those creators have made themselves.
As this trend continues, a full-stack marketing agency can support creators and brands to shape go-to-market strategies that feel as personal and relatable as the content that built their following in the first place. When launching a new product, involve them in shaping the idea or the story behind it.
5. UGC Creators Are Gaining Ground
User-generated content (UGC) creators aren’t always traditional influencers. They’re not chasing followers or trying to be the face of a brand. Instead, they focus on making content that feels real, like something an actual customer would post.
This kind of content works everywhere, ads, product pages, and social media, and often outperforms polished, brand-led campaigns. Over 90% of marketers who use UGC say it performs better than traditional branded content.
To make the most of influencer marketing trends, don’t always focus on reach. Look for creators who connect on a human level. You don’t need a big name. You need someone who talks like a peer and makes your product feel relevant.
6. Podcasts and YouTube Are Back on the Radar
While short videos still pull big numbers, there’s renewed interest in long-form content. Podcasts and YouTube give creators more space to tell stories, dive deeper into topics, and build stronger connections with their audiences.
A 10-minute review or thoughtful conversation can build trust in ways quick clips can’t. As of October 2024, 73% of YouTube watch time in the U.S. goes to videos longer than 30 minutes, a noticeable jump from the year before.
Think about where your story fits best. If you have something more detailed or personal to share, long-form platforms might be the right place. Look for creators who already have strong engagement there.
7. Virtual Influencers and AI Tools Are Gaining Interest
Some creators are experimenting with AI tools to speed up editing or manage content schedules. It’s still a new space, but it’s growing fast.
The virtual influencer market is projected to grow from $6.9 billion in 2023 to $154.6 billion by 2032, driven by AI-powered personalization and 24/7 engagement. Brands in gaming, tech, and fashion are especially curious about how it might fit into their strategies.
Don’t be afraid to test new ideas, but don’t lose the human side. AI can help, but people still connect best with real voices and stories. Try it if it fits your brand, but keep your message authentic.
Wrapping It Up
Influencer marketing trends keep changing, and while staying current matters, the best results come from focusing on what fits your brand. The goal isn’t to follow trends blindly, it’s to build trust and create a lasting impact with the right people over time.
Start with a clear plan. Know who you’re speaking to, what message you want to share, and how you’ll measure success. The right influencer marketing agency can make that process smoother, especially with their experience in creator-driven campaigns. They will help you find influencers who share your vision and let them help you bring it to life.
