PR Social Media
Influencer Marketing in 2025 – the evolution continues
Traditional PR has changed – particularly since Covid. The media landscape is different, and brands need to get on board with the changes if they don’t want to get left behind. Nothing is in silo anymore; it’s all about the mix of activity to drive brand visibility and customer engagement.
Another key change since Covid has been the rise of influencers. The global influencer marketing market is projected to hit $52 billion by 2028, showing that brands see the value in these partnerships. A report from Ogilvy showed 75% of B2B companies utilise influencers in their marketing mix, and 93% plan to increase this usage moving forward.
Once seen as B2C activity, B2B influencers are increasing by the minute – and they have a heavily engaged audience to boot! As we move into 2025, we look at what’s next for influencer marketing, and how B2B brands can leverage it effectively.
Influencers vs. content creators: Understanding the shift
The lines between influencers and content creators are blurring. While influencers focus on building an audience and promoting brands, content creators prioritise professional-quality content that resonates with like-minded people. The key is for brands to choose the right partners – those who truly engage with their audience rather than just chase sponsorships.
The rise of de-influencing & micro-influencers
While influencer marketing is booming, there’s also a growing countertrend: de-influencing. With over 332 million uses of #deinfluencing on TikTok, consumers (particularly the younger generation) are becoming more sceptical of excessive brand promotions. The result? Brands are shifting focus to nano- and micro-influencers, whose smaller but highly engaged audiences offer authenticity and trust.
User generated content (UGC)
The number of UGC creators has surged by 93% year-on-year, reflecting the growing power of everyday influencers. 85% of people say UGC is more influential than brand-created content. Brands must focus on leveraging organic customer content to build trust.
This is original, brand-specific content created by customers (at zero cost), published on social media or other channels. It comes in many forms, including images, videos, reviews and testimonials. It exists, it’s out there for all to see, it’s just about how you leverage this.
What this means for brands
Influencer marketing is evolving, but its core remains the same: engagement, authenticity and strategic partnerships. Whether you’re in the B2B or B2C space, the key to success in 2025 is working with the right voices – those who truly connect with their audience and create meaningful conversations around your brand.
Are you ready for the next evolution of influencer marketing? Now’s the time to rethink your strategy and embrace the future. If you’d like some help with influencer marketing feel free to get in touch with the Impression team!
