Let’s get to it, influencer marketing trends in 2025 in the next 7 minutes of reading!
1. TikTok on thin ice: Diversifying platforms
The threat to ban TikTok in the US may have lasted only a few hours, but it had a profound impact on influencer behavior. Many creators didn’t hesitate and started looking for “rescue plans”. Instagram Reels, YouTube Shorts or new apps like Rednote (Xiaohongshu) suddenly started to gain importance. This phenomenon shows how important it is for brands and influencers to maintain flexibility and not to put everything on one card.
2. Short videos: the format that rules
Short videos continue to be the biggest attention magnet. TikTok, Instagram Reels and YouTube Shorts continue to dominate, even though 39.7% of marketers ranked this format as the most influential trend. And yet? Half of companies still undervalue them or don’t use them at all. The conclusion? The right strategy is key, as this format can either be a hit or a waste of time.
3. Virtual Influencers
Virtual influencers are a phenomenon that cannot be overlooked. According to a survey by Influencer Marketing Factory, 58% of American adults follow at least one virtual avatar. And the numbers are growing – not just in followers, but in the accounts themselves.
In 2023, the virtual influencer market was worth $16 billion and is projected to grow at a rate of up to 23% annually between 2024 and 2032. The biggest stars, such as Lil Miquela (@lilmiquela) with over 3 million followers or Lu do Magalu (@magazineluiza), who reaches over 55 million users, prove that the interest of the audience is huge.
For brands, this is gold – total control over content, zero risk of scandal and unlimited room for creativity. Virtual influencers offer something their human counterparts never can: 100% customizability and flexibility. It’s clear that the future of marketing won’t just revolve around humans, but also around digital avatars.
But for us, even 100% content controllability can’t replace real influencers. Users like to see influencers in their lives, they in turn do well when it gets them shares, that’s what influencer marketing is all about. We’ve had a boom with coming out, abortion and other real topics. All of us are dealing with this and through these topics influencers want to show that they are human too, not just some image of perfection. We’re going to have a hard time trusting virtual influencers with these types of topics.
4. Micro and nano influencers: Big opportunities in small markets
“Bigger is not always better.” Working with micro and nano influencers who have smaller but very loyal audiences is proving to be extremely effective. People trust these personalities and their reach can be surprisingly large when it comes to specific market segments.
5. AI: The head and heart of the campaign.
Artificial intelligence is becoming an indispensable part of influencer marketing. From analyzing audience data to selecting the right influencers to optimizing campaigns, AI tools are increasing efficiency and offering personalization options that would have been science fiction just a few years ago.
If you want to take your campaigns to the next level, try these AI assistants:
AI-IN-Action – An advanced tool for analyzing trends and predicting the success of influencer campaigns. It helps you evaluate what strategies are delivering the best results.
ChatGPT+ for content creators – A great assistant for content creation. It generates ideas, helps with copywriting and adapts the communication style to the target audience.
TikTok Content Creator – A tool optimized for TikTok that helps with generating viral videos, selecting music and trending hashtags for maximum reach.
6. Involvement of non-traditional sectors
Investment in influencer marketing is growing in the Czech Republic. It is estimated that by 2024, this market will reach a value of approximately CZK 1.5 billion. Interestingly, collaboration with influencers is no longer limited to the fashion and beauty segments. Non-traditional industries, such as the steel industry, are also getting involved in this trend. One example is the @ocelovyfenix Instagram account, which shows that steel mills can also use the power of social media to build relationships with their audience.
These changes suggest that influencer marketing is becoming a key part of strategies across different industries. Companies that don’t invest in it risk falling behind their competitors.
Summary: What to take away from this?
Influencer marketing trends in 2025 will be about technological innovation, platform diversification, authenticity and smart investment. Brands that can keep up with the rapidly changing landscape will have a competitive advantage and the ability to engage audiences in ways that weren’t possible before.
If you’re thinking about how to incorporate influencer marketing into your marketing mix, or are wondering how it could work for your brand, don’t hesitate to contact us. We’d be happy to help!