10 Influencer Marketing Trends You Can’t Ignore in 2025

The creator space is always evolving, and with that comes shifts in how brands, platforms, and audiences engage with content. If you’ve been feeling like things are moving fast, you’re not alone. But the beauty of this industry is that there’s always room to grow, adapt, and find new ways to connect.

Here are some key trends shaping influencer marketing this year—ones to take in, sit with, and implement in a way that feels right for you.

1. Engagement > Follower Count

The number of followers you have isn’t the full story anymore. Brands are looking at deeper engagement—saves, shares, and meaningful conversations in the comments. The focus is shifting to real connections, and that’s where the magic happens.

Brands prioritize engagement (comments, saves, shares) over just follower size. Platforms also now favor deep interaction over sheer reach or likes. Quality over quantity!

Remember that people are engaging in your content in different ways. Yes, this matters.

2. Performance-Based Deals Are on the Rise

More brands are moving toward affiliate commissions and conversion-based partnerships. Instead of just a flat rate, many campaigns are now designed to reward creators for the actual impact they drive. This can feel like a shift, but it’s also an opportunity to showcase the real value you bring.

More brands are offering affiliate commissions, revenue-sharing, and conversion-based contracts instead of just flat fees.

This is why engagement with your audience matters.

3. Conversions Matter More Than Vanity Metrics

Views and likes are nice, but brands are paying attention to what actually moves the needle—sales, sign-ups, and tangible results. Don’t be discouraged if a post doesn’t “go viral.” If it resonates with the right people, it’s doing exactly what it needs to do.

Brands care more about measurable impact—sales, sign-ups, and ROI. So when you think of the next brand deal, how are you setting yourself up for success. Do you have case studies?

4. Video is Taking Over (And It’s Not Slowing Down)

Reels, TikToks, and YouTube Shorts continue to dominate. If you’ve been hesitant to lean into video, know that it doesn’t have to be highly produced. People want to see you, your personality, your real thoughts—so start where you are.

Short-form video (Reels, TikToks, YouTube Shorts) dominates. Static content? Still good, but video is queen. Listen, we all have short attention spans so how can you get your message across in a quick but valuable manner.

5. YouTube is back in the spotlight

Beyond short-form videos, YouTube activations are growing, and brands are investing more into long-form content again. If you’ve been repurposing your content across platforms, now is a great time to bring some of that energy to YouTube.

Plus we are seeing more castings for YouTube creators.

6. Algorithms Are Prioritizing Deeper Engagement

Likes and reach are surface-level. The way platforms rank content is shifting toward what sparks real interactions—thoughtful comments, discussions, and shares. Prioritize content that invites conversation, and the algorithm will do the rest.

7. LinkedIn Creators Are on the Rise

If you haven’t considered LinkedIn as part of your content strategy, now might be the time. Brands are tapping into B2B influencer marketing, and creators who establish a presence here are opening up doors to new collaborations. Creators should build a LinkedIn presence for new opportunities!

Plus, the people behind brands are on LinkedIn.

8. UGC Creators Are More in Demand Than Ever

User-generated content (UGC) isn’t just a trend—it’s becoming a major part of brand marketing strategies. If you love creating content but don’t always want to be the face of a campaign, UGC is a space worth exploring.

Brands are hiring micro-creators & everyday users for content in ads & marketing. So you don’t have a big following, but you’re badass at creating content, this is where you can stand out.

UGC collaborations may allow you to be more creative and is just another opportunity for you to work with brands!

9. Transparency & FTC Crackdowns Are Increasing

Disclosing paid partnerships has always been important, but expect more enforcement of FTC guidelines. If in doubt, always be upfront about brand deals—it builds trust with both your audience and potential partners. Clear disclosure of paid partnerships is non-negotiable, expect stricter rules ahead.

When in doubt, when it’s sponsored content just call it out and cover yourself!

10. Stay True to Your Own Evolution

The industry will continue to shift, but at the core of it all is you—your voice, your creativity, your unique perspective. Trends will come and go, but your authenticity will always be what sets you apart. People crave real content—not overly polished, staged, or commercial-looking posts. Audiences connect more with raw, behind-the-scenes content than perfectly curated photos.

They want to see YOU.

Take what resonates, experiment in ways that feel natural, and know that growth doesn’t have to happen overnight. Keep creating, keep connecting, and trust that the right opportunities will come.

What influencer marketing trends are you seeing in 2025? Drop your comments below or send us a DM @itsjdsprojects. We want to hear from you!