1. The Rise of Micro and Nano-Influencers: Small but Mighty
Forget big followings; 2025 is all about micro and nano-influencers. Why? Audiences crave authenticity, and these micro celebs have it in spades. They’re relatable, niche-focused, and boast stellar engagement rates.
How to leverage this:
- Seek influencers in hyper-specific niches (think vegan dog food or upcycled fashion).
- Use platforms like Aspire or Upfluence or full end-to-end services like RISER to scout relevant influencers for your next campaign.
Stat check: Nano-influencers deliver 42% higher engagement rates than bigger influencers. Relatable much?
2. Content that Converts: From Entertaining to Shoppable
Ever tapped on an influencer’s Instagram story only to end up buying their favourite mug? Shoppable content is thriving. With platforms like TikTok Shop and Instagram’s in-app checkout, the path from inspiration to purchase is seamless.
How to leverage this:
- Partner with influencers who can integrate storytelling into product demos.
- Test shoppable posts to track ROI directly.
- Don’t forget platform-exclusive discounts; they’re irresistible.
Example: Clothing brand Fayt the Label worked with micro-influencers to drive in-app purchases on TikTok, seeing a 35% increase in conversions.
3. Sustainability Sells: Influencers as Eco-Warriors
Audiences are holding brands accountable. Influencers who champion sustainability are not only on-trend but also driving change.
How to leverage this:
- Collaborate with influencers who align with your brand’s sustainability values.
- Create campaigns around eco-conscious challenges (e.g., “plastic-free month”).
Example: RISER’s collaboration with Thankyou’s cleaning range featured influencers showcasing refillable dispensers and sustainable practices.
Stat check: A GWI study reveals 62% of Gen Z’s purchasing decisions are influenced by a brand’s eco-credentials.
4. Influencer-Generated Content (IGC) for Paid Ads
Repurposing influencer content for ads is becoming non-negotiable. Why? It blends authenticity with ad-targeting smarts.
How to leverage this:
- Negotiate rights to influencer content in your contracts.
- Use high-performing organic content in paid campaigns.
- Test A/B variations to see what converts.
Example: By repurposing influencer content, skincare brand GlowLab halved their cost-per-click on Instagram ads.
5. Communities Over Followers
2025 is all about nurturing communities rather than chasing vanity metrics. Think WhatsApp groups, Discord servers, or exclusive Instagram Close Friends stories.
How to leverage this:
- Work with influencers who cultivate tight-knit audiences.
- Create exclusive access campaigns with invite-only perks.
- Offer early product drops to these communities.
Stat check: 76% of consumers in Vogue Business’s report say they trust recommendations within niche online communities.
6. AI Influencers: Virtual is the New Viral
Love them or loathe them, AI influencers like Lil Miquela are no longer a novelty. Brands are investing in these virtual personas to reach tech-savvy audiences.
How to leverage this:
- Consider AI influencers for campaigns targeting Gen Alpha or gamers.
- Use AI-generated content as a supplement, not a replacement, to real creators.
Example: AI influencer Noonoouri recently fronted a luxury fashion campaign that saw a 22% increase in website traffic.
7. Long-Term Partnerships: Goodbye, One-Off Posts
Fleeting campaigns are out; ongoing partnerships are in. Long-term collaborations build trust, consistency, and stronger ROI.
How to leverage this:
- Partner with influencers for 3-6 months minimum.
- Allow creators to evolve the narrative over time.
- Track performance over multiple touchpoints.
Stat check: Forbes highlights that long-term partnerships result in 67% higher engagement compared to one-off campaigns.
8. Employee Advocacy as Influencers
Your employees are your hidden gems. They live your brand and can be your most authentic promoters.
How to leverage this:
- Provide training and incentives for employees to share authentic content.
- Create an internal hashtag for employees to use on social.
Example: Canva’s #CanvaLife campaign encouraged employees to share their work culture, generating millions of organic impressions.
9. Multi-Platform Strategies: TikTok AND Threads
It’s not about choosing one platform anymore. Brands need to go where their audience is, whether that’s TikTok, Threads, or the next big thing.
How to leverage this:
- Diversify content but keep messaging consistent.
- Repurpose high-performing content across multiple platforms.
Stat check: 89% of marketers now use 3+ platforms for influencer campaigns, per AMPR.
10. Metrics That Matter: Beyond Likes
Vanity metrics are officially outdated. Brands are now looking at impressions, reach, and conversion rates.
How to leverage this:
- Use analytics platforms to track meaningful metrics.
- Report on qualitative outcomes like sentiment and brand perception.
Example: RISER’s new platform launch in 2025 promises robust insights, helping brands optimise campaigns in real time.
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