Influencer Marketing
October 28, 2025
Future Trends in Influencer Marketing: A Complete Guide
The influencer marketing world isn’t slowing down anytime soon. The facts show that it’s actually speeding up. By the end of 2025, the industry is expected to be worth $32.55 billion, which is up from $24 billion last year. That’s a huge jump in just 12 months, showing how much trust (and budget) brands are placing in creators.
At Connect Management, we’ve seen this growth first-hand. The space is evolving rapidly, and the brands keeping pace are those that combine data, creativity, and authenticity.
So, what does the future of influencer marketing look like? Here’s what’s shaping 2026, and how brands can build smarter and more sustainable campaigns.
Influencer marketing is one of the most effective ways to reach real people in real time. More than a quarter of global marketing agencies now dedicate over 40 % of their entire budget to influencer partnerships. At the same time, another 26 % spend less than 10 %. That gap says a lot, highlighting that some brands are all-in, while others are still testing the waters.
Those who lean in are seeing the results. Better engagement. Stronger brand loyalty. Measurable ROI. The difference comes down to strategy, and that’s where a social-first agency like Connect Management helps. We don’t just pair brands with creators; we match the right people, on the right platforms, with a plan that delivers real results.
Influencers are shaping how people shop, think, and discover new products. The data backs it up:
For brands, this means one thing: influence is more about connection than follower count. The creators who spark conversation and build community are the ones getting results.
1. The Rise of Micro and Nano Influencers
Smaller creators are having a big moment. In 2025, more brands are choosing to work with micro- and nano-influencers because they offer something the big names sometimes can’t – a new level of trust with their audience.
These partnerships often deliver:
Brands are learning that smaller doesn’t mean less impactful. In fact, a few carefully chosen micro-influencers can outperform a single macro creator when it comes to ROI and relatability.
2. AI and Automation Are Changing the Game
Artificial intelligence is now part of everyday campaign planning. Around 73 % of marketers say influencer marketing could be largely automated, and two-thirds have already seen improved results using AI tools.
AI helps brands:
But automation isn’t replacing the human touch; it’s supporting it. AI can be used to handle the data while the wider team focuses on what really matters: creativity, brand alignment, and long-term strategy.
3. Authenticity Is Everything
Sponsored content is everywhere, and audiences can tell when something feels forced. Over 60 % of social media users now say they’re tired of seeing too many ads or brand collabs in their feeds.
Successful brands are giving creators creative freedom to share stories in their own way. Instead of pushing products, they’re building narratives around real experiences and trust.
Long-Term Brand-Creator Partnerships
One-off campaigns are fading out. The most effective influencer marketing strategies now centre on long-term relationships.
Creators who work with a brand over time produce content that feels natural and not transactional. The audience begins to associate the brand with the lifestyle influencer, which builds credibility and loyalty.
At Connect Management, we’re seeing brands move from single campaigns to 6- or 12-month partnerships that grow with both parties.
Cross-Platform Campaigns
Gone are the days of focusing on one platform. Audiences are everywhere - scrolling TikTok on lunch breaks, watching YouTube at night, and checking Instagram stories in between.
Here’s where each platform shines:
Short-form video still drives the best ROI, but cross-platform storytelling - mixing formats, creators, and tones - keeps things fresh.
Data-Driven Influencer Selection
Finding the right influencer used to involve a lot of gut feeling. Now, it’s much smarter, and far more precise.
Today’s campaigns are built on data that helps brands see beyond follower counts. Things like:
This kind of insight means brands can make decisions based on facts, not assumptions. It’s how they find creators who truly fit their values, audiences, and campaign goals - avoiding the mismatched partnerships that waste both time and budget.
At Connect Management, we use these metrics every day, but we never forget the human side of it. Data points might guide us, but creativity and connection are what make a campaign work.
Influencer Burnout & Audience Fatigue
The creator economy might look glamorous, but behind the scenes it can be intense. Over half of all creators (52%) say they’ve experienced burnout, and 37% have thought about leaving the industry altogether.
It’s not hard to see why, with the constant deadlines, creative pressure, and the need to stay “on” around the clock, can take its toll. At the same time, audiences are feeling the strain too, with more than 60% saying they’re overwhelmed by the amount of sponsored content in their feeds.
The answer? Balance.
Brands can help by:
When creators feel supported, their work improves, their audiences stay engaged, and the campaign naturally performs better. It’s good for people, and good for business.
Regulations and Data Privacy
Influencer marketing is growing up, and with that comes more responsibility.
In the UK, the CAP Code now covers all online marketing communications, including unpaid brand mentions. Around the world, privacy laws like GDPR and CCPA are tightening too, requiring brands to be upfront about how data is collected, used, and stored.
That’s a positive step. More transparency means more trust. It also protects everyone involved—brands, creators, and audiences alike.
Regularly reviewing disclosure policies, updating contracts, and training creators on compliance should now be part of every brand’s routine.
At Connect Management, we handle that side of things from the start, so our creators and clients can focus on the creative work, confident that everything behind the scenes is handled properly.
A great example of how well this balance can work is Wizz Air’s “Let’s Get Lost: London” campaign.
The brand invited 36 creators to join an adrenaline-fuelled adventure in Antalya, Turkey, capturing authentic, experience-led content along the way. The results spoke for themselves: 138 million organic impressions and a 156% jump in UK search demand for Antalya flights between 2021 and 2024.
The campaign worked because Wizz Air didn’t just chase numbers. They partnered with creators whose audiences truly matched the experience. That authenticity made all the difference.
Here’s how brands can stay ahead of the next wave of influencer marketing :
At Connect Management, we’ve believed from day one that creators deserve proper representation, structure, and support. Since 2020, we’ve helped social-first talent focus on what they do best, while helping brands deliver campaigns that truly connect.
Five years later, we’re proud to represent over 150 creators across lifestyle, fashion, beauty, and entertainment, and to be recognised as the UK’s fastest-growing influencer marketing agency.
If you’re planning your influencer marketing strategy for 2026, now’s the time to build something that lasts. Whether you’re a brand looking for the right talent or a creator ready to grow your career, Connect Management can help you do it the right way.
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.
