What’s changing (and what’s not) in influencer marketing?
Influencer marketing keeps growing – but in 2025, what truly makes a difference is the authenticity and strategy behind every collaboration. Working with influencers is no longer just about reach: it’s about connection, value and trust.
And that’s where micro and nano-influencers come in.
Micro and nano-influencers: fewer followers, greater impact
In the past, numbers mattered most. Now, it’s all about how close an influencer is to their audience. Influencers with smaller but loyal communities are achieving outstanding results.
Why? Because they speak their audience’s language, they’re seen as genuine role models, and they build much stronger relationships with their followers.
Partnerships that last (and make sense)
One-off collaborations still happen, but brands investing in long-term influencer relationships have a lot to gain. The more familiarity there is, the more natural and aligned the messages — and that builds trust (which is more valuable than ever).
Let the influencer be… themselves
If there’s one thing we’ve learnt, it’s that forced content doesn’t work. That’s why creative freedom is key. Influencers need space to create something that truly resonates with their audience — and still aligns with your brand.
Data-driven decisions (and how tech supports them)
Analytics tools and AI are powerful allies in this process. They help identify the right influencers, forecast results, and optimise campaign performance along the way.
This leads to smarter decisions and stronger returns.
Video still reigns
Short, spontaneous videos and live content continue to perform well. These formats create closeness and the feeling of “we’re all in this together” — even through a screen. And of course, they’re brilliant for engagement.
In summary
Influencer marketing is maturing. It’s no longer about “showing products”, but about telling stories through people who already have the trust of their audiences.
And when the right influencer meets the right strategy… results follow.
👉 Is your brand ready to work with those who can truly make an impact?
