Industry
Agency
June 16, 2025
5 Predictions for Influencer Marketing Trends in 2025
Influencer marketing has quickly grown into one of the most helpful strategies for brands looking to build consumer trust, enhance engagement, and drive sales. With the global influencer marketing industry projected to reach £24.93 billion by 2025, it’s clear that brands are continuing to heavily invest in this space. However, as social media platforms develop and consumer expectations shift, influencer marketing is undergoing major renovations. To stay ahead, brands must anticipate emerging trends and adapt their strategies to match them.
At Connect Management, we work with B2B and B2C brands to develop high-impact influencer marketing strategies. Drawing on our understanding of the industry and the latest influencer marketing trends, we’ve identified five key marketing shifts that will shape 2025. Understanding these changes will help you create more effective and future-proof campaigns for your business.
• AI is transforming influencer marketing by automating influencer selection, campaign tracking, and audience targeting, giving brands leverage in engagement and ROI.
• B2B influencer marketing is growing, with industry experts and niche influencers helping brands enhance credibility, simplify complex offerings, and expand their reach on professional platforms.
• Authenticity and micro-communities are becoming more valuable than mass reach, meaning brands must prioritise smaller influencers with highly engaged audiences and allow for genuine, unfiltered content.
• Influencers are increasingly launching their own brands, which presents both co-branding opportunities and legal challenges around intellectual property, trademarks, and brand ownership
• With TikTok facing regulatory difficulties and platform preferences shifting, brands must diversify their influencer marketing strategies across emerging channels like WhatsApp, live streaming, and regional platforms.
Over 80% of marketers already acknowledge influencer marketing as a highly effective strategy, and this number is only expected to rise. But as social media platforms refine their algorithms, consumer preferences change, and AI takes on a more significant role, the industry is set for further transformation.
One of the most notable shifts is the rise of younger decision-makers who prioritise authenticity over traditional advertising campaigns. With Gen Z expected to make up 27% of the global workforce by 2025, brands must align with influencers who embody transparency, value-driven content, and genuine engagement. The influencer industry is becoming more segmented, with niche authority and micro-communities playing a more prominent role in campaign success.
1. AI-Driven Influencer Selection and Campaigns
AI is transforming influencer marketing by enhancing campaign targeting, performance prediction, and fraud detection. 76% of agencies now use AI to find the perfect influencer, personalise their content, and track performance to maximise ROI.
Brands will increasingly rely on AI tools to:
• Detect fake followers and engagement, ensuring authentic influencer partnerships.
• Analyse demographics, interests, and sentiment to match influencers with the right audiences.
• Adjust content and budgets dynamically based on real-time engagement.
With 73% of marketers believing influencer marketing can be largely automated by AI, businesses that integrate these tools will gain a significant advantage over competitors.
2. Rise of B2B Influencer Collaborations
While influencer marketing has traditionally been associated with B2C brands, B2B companies are now seeing its benefits. 75% of B2B marketers currently use influencer campaigns, and 93% plan to increase their budgets due to strong performance.
B2B influencers, often industry experts, offer brands:
• Credibility Enhancement: 63% of buyers trust influencers more than brands.
• Niche Authority: Influencers simplify complex offerings and act as trusted advisors.
• Content Amplification: Platforms like LinkedIn, YouTube, and WhatsApp are emerging as primary channels for B2B influencer marketing.
As platforms like SEMrush demonstrate, collaborating with experts to share valuable insights enhances brand positioning and builds stronger connections with targeted B2B audiences.
3. Authenticity and Micro-Communities Over Mass Reach
Nano-influencers, who accounted for 75.9% of Instagram’s influencer base in 2024, are set to become even more important in 2025. These creators engage highly targeted communities, delivering relatable, high-conversion campaigns.
With younger audiences valuing authenticity, brands will need to:
• Embrace the de-influencing movement by partnering with creators who promote mindful consumption.
• Allow influencers creative freedom to share unpolished, genuine experiences.
• Prioritise long-term influencer partnerships, a focus for 47% of brands in 2025.
4. Influencer-Owned Brands & IP Expansion
The lines between influencers and entrepreneurs continue to blur. High-profile influencers are launching their own brands, and many are fighting to protect their intellectual property.
A prime example is Kylie Jenner’s attempt to trademark the name “Kylie” for her cosmetic brand, which was challenged by Kylie Minogue. This case highlights a key shift: influencers must now navigate branding and legal complexities as they expand their businesses.
With influencer-owned brands gaining traction, marketers must consider:
• Co-branding opportunities with influencers launching their own product lines.
• The legal implications of influencer partnerships and brand ownership.
• The growing importance of influencer trademarks in the digital economy.
5. Platform Diversification Beyond TikTok & Instagram
TikTok’s domination is being challenged, especially following its brief US ban in 2025, which led to a 17.2% drop in marketers’ investment intentions. While Instagram remains strong, brands are exploring alternative platforms to remain in the eye line.
Emerging platforms and trends include:
• Live streaming, favoured by 52.4% of brands as a leading content strategy.
• LinkedIn’s increasing use of influencer-driven content and community engagement.
• Brazil’s rise as the global leader in Instagram influencers, holding a 15.8% market share.
In 2025, brands must be smarter about influencer marketing by using AI to find the best influencers, exploring B2B collaborations, and creating genuine connections with micro and nano-influencers. As more influencers launch their own brands, businesses can tap into exciting new opportunities - but they also need to be aware of legal factors.
Meanwhile, platforms like WhatsApp and live streaming are becoming more popular for influencer-driven content, meaning brands must stay adaptable and data-savvy to keep up. The influencer industry is constantly changing, and what worked last year might not work tomorrow. Success will come to brands that can pivot quickly, embrace emerging trends, and focus on real engagement rather than just mass reach. Whether it’s leveraging AI for better targeting, strengthening influencer partnerships, or exploring new platforms, businesses that stay ahead of the curve will be able to keep up with new trends with ease.
Influencer marketing trends in 2025 will be defined by AI-driven productivity, the growing importance of niche communities, the expansion of influencer-owned brands, and the shift towards B2B collaborations. As new platforms battle for the top spot, brands must remain flexible and forward-thinking in their approach.
At Connect Management, we specialise in developing influencer marketing strategies for both B2B and B2C brands. By capitalising on data-driven insights and industry knowledge, we help businesses navigate the ever-changing influencer scene. Whether you’re looking to polish your influencer partnerships or explore new platforms, our team is here to guide you.
Ready to future-proof your influencer marketing strategy? Contact Connect Management today to explore how we can elevate your brand’s presence in 2025.
From managing talent and crafting game-changing creator strategies to producing scroll-stopping content, we offer end-to-end influencer marketing services UK brands trust.
