Influencer Marketing Will Be Anything but Stagnant in 2025

As budgets grow, so do measurement expectations

Influencer marketing has proven its value, and companies are pouring money into it as well. Influencer Marketing Hub 2024 Benchmark Report found that 59% of those with influencer marketing budgets plan to increase those budgets in the next 12 months, and that percentage is likely to swell in 2025. With investments at an all-time high, and with more in game, companies are prioritizing the question: How do we know it works?

To answer this question, the industry will be much more serious about measuring and increasing its KPIs. Marketers will be on the line to prove the success of their influencer programs in the executive chain, and the bar will be higher.

In addition to following the old standards, such as reach, impressions, actions and engagement, they add metrics such as awareness, purchase intentions, brand love and recall, who can tell what moved the needle and why.

How they measure will be as important as what they measure; techniques like brand lift and sales lift studies will become more popular as ways to understand what moved the needle and where to focus and invest going forward.

Mid-campaign and perpetual measurement will become even more common, allowing teams to course-correct and fix what isn’t working in near real-time, preventing dollars from being thrown at an underperforming campaign.

2025 will be a wild ride for influencer marketing, and it’s going to start with a bang as the fate of TikTok is decided this month. However, even a ban on TikTok does not stop the upward trajectory of the industry. As more marketers rely on proven practice, expand into additional channels, and test and learn in new industries, one thing is certain about influencer marketing this year: unstoppable growth.