The coming year is expected to see a rise in the number of marketers seeking to build connections in the influencer world.
So here leading influencer agency SAMY Alliance’s Senior Creative Strategist, Eva Liu and Influencer Marketing Director, Juliet Howes take a look into 2025, predicting the major trends and moments in regards to the world of influencer marketing.
Eva Liu
The Shift to Creator Marketing
“The creator economy has grown exponentially, and with an estimated market size of $500 billion by 2027, the stakes are higher than ever.
“This isn’t just a change in scale—it’s a fundamental shift in how brands approach digital marketing. “Influencer marketing” as a term feels outdated; 2025 is about “creator marketing”.
“Brands must pivot from seeing creators as distribution channels to viewing them as cultural curators who connect to specific audiences and communities.
“Success will come to brands that invest in meaningful partnerships, bridging the gap between marketing goals and the creators’ authentic, resonant storytelling.”
Unleashing Untapped Potential
“Did you know over half of emerging creators still haven’t monetised their content? For brands, this represents a massive untapped resource.
“By shifting focus from mega-influencers to micro and mid-tier creators with high engagement, brands can achieve more authentic connection with the target audience while fostering growth for creators who are still striving to build their influence.
“This isn’t just a strategy—it’s an opportunity to shape the future of the creator economy, where collaborations are genuine, mutual, and impactful.”
Gen Z: Creators and Critics
“Generation Z embodies a unique duality—they’re prolific creators and cautious consumers. While they churn out platform-specific content on Instagram, TikTok, and YouTube, they remain acutely aware of the mental health impacts of social media.
“For brands, this is both a risk and an opportunity. Partnerships with Gen Z creators who authentically understand and connect with a young audience, while fostering trust and positivity, can win trust in this hyper-critical demographic in 2025.”
Juliet Howes
Influencer 2.0: Long-Term Love Stories
“2025 marks a turning point in influencer marketing, where brands are increasingly favouring long-term partnerships over one-off collaborations.
“The most successful brands will be those that focus on building authentic, ongoing relationships with creators who truly align with their values and voice.
“This isn’t just about gaining access to an influencer’s audience—it’s about tapping into the trust and credibility they’ve built. In an industry often scrutinised for superficiality, trust is now the currency of influence.”
The Rise of Social Sellers
“The lines between influencer and e-commerce entrepreneur are blurring. Platforms like TikTok, Instagram, and even WhatsApp are ramping up shopping features, and influencers are stepping into the role of social sellers—guiding audiences from discovery to purchase in a seamless flow.
“For brands, this creates a dual opportunity: leveraging influencers for both brand awareness and measurable sales.”
Values Over Virality
“With brand trust becoming increasingly vital, partnerships are shifting toward creators who can authentically represent a brand’s values.
“Whether it’s sustainability, social justice, or community engagement, influencers who champion these causes will become essential allies for brands looking to resonate on a deeper level.
“The days of partnering purely for reach are over—2025 is all about aligning with influencers who embody what your brand stands for.”