Influencer marketing is on the rise, with 59% of marketers indicating plans to partner with more influencers in 2025. Brands are increasingly investing in influencer marketing to boost brand awareness (66%), audience engagement (59%), and credibility (55%). Despite the rapid evolution in social media dynamics, the demand for influencers remains robust as they are seen as trusted sources. The survey indicated that B2C brands engage more with influencers, often partnering with several at a time, highlighting a shift from traditional advertising methods to influencer strategies for effective engagement and marketing success.
The reality is that traditional forms of digital advertising are losing their edge. Shifts from traditional SEO have been impacted by new [artificial intelligence] search trends, paid media is more costly and, oftentimes, delivers less impact.
The market for influencers continues to grow and we don't see that slowing down. Consumers will follow influencers to new platforms as they've become trusted sources of inspiration and entertainment.
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