What will influencer marketing look like in 2025? Expert predictions + new data

A couple of years ago, I deleted my Instagram account (after realizing I was spending 4+ hours a day on the app).

And while I’ve proudly held firm in that decision, I did recently create a new account so I could check-in on four of my favorite influencers.

That‘s right: I didn’t create a new account so I could keep up with my college besties or siblings.

I got one so I could see what my favorite influencers are up to (and their tips on the latest clothing/beauty products to buy).

Imani Ellis, The Founder of The Creative Collective and CultureCon; Olamide Olowe, The Founder and CEO of Topicals; Shannae Ingleton Smith, The Founder and CEO of Kensington Grey; Justine’s Camera Roll, Lifestyle and Beauty Influencer — to learn their tips for crafting a powerful influencer marketing in 2025 (plus, where the future is headed).

We‘ve also got data from 1,100+ social media marketers on how they’ve implemented influencer marketing at their own companies.

Table of Contents

• What is influencer marketing?
• Types of Influencers
• Platform Strategy: Where Should You Focus?
• Influencer Marketing Challenges
• How to Create an Effective Influencer Marketing Strategy, According to Experts
• Influencer Marketing Examples
• How Influencer Marketing Will Change in 2025 [Expert Predictions]

What is influencer marketing?

Influencer marketing is a strategy that employs leading and/or niche content creators to raise brand awareness, increase traffic, and market an organization’s products or services. This collaboration between brands and creators allows businesses to expand their reach across…