Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
With a TikTok bans the upcomingLinkedIn putting a stake in the ground as a influencer platformand pharma is finally finding its place, 2025 has become a transformative year for the world of influencer marketing.
We are about to see some major changes that will impact how brands operate and where they invest, as well as new developments that will drive the industry forward. If there’s one thing we know for sure, it’s influencer marketing does not stand still.
Here are four key predictions that I hope will take center stage as we head into this year.
Multichannel or bust
With all signs indicating that TikTok is banned in the United States because of national security issuesthe billion dollar question is, “Where will their 170 million users go?”
A study by the RFZ group found that YouTube is probably the next stop for regular TikTok users. Faced with a ban, 46% said they would use YouTube more – 39% said Instagram, 38% said YouTube Shorts, 30% said Facebook, and 23% said X. YouTube seems to encapsulate the functions better TikTok that people like because they know algorithmic discovery learns interest and makes recommendations based on content interactions.
It’s hard to say where everything will net – that’s why brands should move quickly to diversify and move to a multi-channel strategy, if they don’t already have one. Marketers should look for influencer partners who have a place on different platforms, or can easily transfer to new platforms, and make sure they have a multi-channel strategy in place for all their programs.
The general rule of never putting all your eggs in one basket is especially true today. You never know which platform may be next on the chopping block for whatever reason.
