Influencer advertising continues to develop in reputation, with 59% of entrepreneurs reporting they plan to accomplice with extra influencers this 12 months in comparison with 2024. Solely 37% plan on partnering with the identical quantity, in accordance with information from Sprout Social. Whereas entrepreneurs are growing their investments in influencer advertising, fast adjustments within the social media panorama elevate questions on efficient methods for implementation.
“The marketplace for influencers continues to develop and we don’t see that slowing down. Shoppers will observe influencers to new platforms as they’ve change into trusted sources of inspiration and leisure,” stated Layla Revis, vp of social, content material and model advertising at Sprout Social.
Sprout’s “Q1 2025 Pulse Survey” included 650 entrepreneurs from the U.S., UK and Australia. All respondents had duties associated to social media administration and influencer advertising. The net survey was carried out by Glimpse between Jan. 9 and Jan. 27, 2025.
The extra the merrier?
Seventy-seven p.c of manufacturers accomplice with 1-10 influencers at any time. B2C manufacturers have a tendency to have interaction in the next quantity of influencer partnerships in comparison with the typical, with 52% of consumer-facing manufacturers partnering with 6-10 influencers whereas 23% accomplice with 11-19 influencers.
The explanations for investing in influencer advertising are diverse, in accordance with the survey. For 66% of manufacturers, the funding is supposed to extend model consciousness. Over half of survey respondents stated influencer advertising will increase viewers engagement (59%) and will increase credibility, belief and income progress (55%). Below half stated the aim is to enhance buyer loyalty and retention (45%) and product growth and co-creation (33%).
“The fact is that conventional types of digital promoting are dropping their edge. Shifts from conventional search engine optimization have been impacted by new [artificial intelligence] search developments, paid media is extra expensive and, oftentimes, delivers much less influence, and types are turning to influencer advertising not simply in its place tactic however as a robust technique,” stated Revis.
Platforms, diversified
Between the potential for a TikTok ban and controversial adjustments corresponding to Meta’s choice to eliminate reality checking in favor of neighborhood notes, shoppers wish to discover new social media platforms. If entrepreneurs need to sustain, they should perceive what shoppers search for in every platform, together with Twitter look-alike Bluesky and X (previously often known as Twitter).
“As we face a possible TikTok ban within the U.S., influencers ought to make clear with audiences the place they plan emigrate to, whereas manufacturers ought to actively help them,” Revis stated. “It’s extra necessary than ever to accomplice intently with influencers, each to safeguard income and keep aligned with evolving client platform preferences.”
Concerning Bluesky, 52% of manufacturers are already posting there, in accordance with the survey. Of the manufacturers who should not on the platform, 30% plan on constructing a presence, 6% have claimed a profile and solely 8% don’t plan on utilizing it in any respect. The platform has already gained vital traction in Australia, with 73% of entrepreneurs from the nation saying their manufacturers put up on Bluesky.
Meta-owned Threads has additionally made vital efforts to determine itself as a Twitter various. Fifty-seven p.c of entrepreneurs say their manufacturers are already posting on the platform and 23% plan on constructing a presence. Whereas 6% of manufacturers have claimed an account, a further 9% don’t have any plans to make use of the platform.
“As shoppers search for options to conventional platforms, manufacturers ought to set up an early presence to realize natural attain earlier than these platforms change into extra saturated,” stated Revis.
