Influencer Marketing Will Be Anything but Stagnant in 2025

The rise of LinkedInfluencers

It seems out of nowhere, LinkedIn has become one of the the hottest new video platform for influencers.

LinkedIn began testing short-form video in March 2023 and said it’s the fastest-growing type of content on its platform. It also made changes to its algorithm to prioritize creator content, expanded its creator toolset, and increased its creator analytics to establish itself as an attractive channel for creators, l agencies and brand sellers.

Its growing appeal is clear – LinkedIn’s user base is professional, highly engaged, and conveys industry influence. In addition, the pandemic has led them to be more active and innovative than ever before on the platform. More creators are tapping into that audience, and brands like Spanx are starting to follow suit, with founder Sara Blakely performing stunts and using other influencer tactics to promote their products.

The successful transformation of LinkedIn is also exemplified by the launch of specialized agencies that focus specifically on LinkedIn influencer marketing, with Authority of the Creator perhaps the most notable.

This year will bring the advent of more agencies focused on LinkedIn, influencer program strategies, and campaigns tailored for the LinkedIn ecosystem. Marketers must understand how to be successful on LinkedIn or fail, since this phenomenon shows no sign of slowing down. At the very least, it’s wise to start experimenting now to get a handle on what works and not to inform future campaigns.

Finally, Pharma is getting into place

Influencer marketing has grown in most verticals in the last decade, but the increase has not been as rapid in pharma because the industry is highly regulated and has been restricted by inherent issues of trust and reputation. These tides have changed, however, as agencies and brands have found ways to successfully work within the system. The doors are now open for them to formulate more influential programs that establish and build relationships with consumers.

Influencers are particularly impactful in pharma because consumers can relate to their first-hand health experiences and tend to trust personal stories about how products positively affect their lives – much more than the marketing message of a company

2025 will see the growth of two types of pharmaceutical influencers: patient influencers, who share their experiences and become credible sources for consumers looking for health information, and medical influencers, who can talk more clinically about treatments and products. I also anticipate a shift from celebrity influencers like Serena Williams discussing migraine treatments to micro influencers which are often seen as more relatable.

With this new growth, authenticity and trust return to a bright focus. Marketers must take great care to select the right influencers and make sure that the campaigns reach the right people with the right purpose.