How Influencer Marketing Is Changing in 2025

New year, new insights! I hope you started 2025 well. Now it’s time to roll up our digital sleeves.

In the past, I focused on social media trends and strategies. But this year, I’m expanding the conversation to cover a broader range of digital marketing topics. In this edition, we’ll look at influencer marketing.

1. When the consumer becomes a nano or micro influencer

In 2025, consumers are becoming influencers. There are several categories of influencers, and we'll be looking at two of them: nano and micro influencers. These are people with relatable experiences from all walks of life.

Nano influencers have smaller followings, generally between 1,000 and 10,000 people. They have more intimate, engaged communities, often from a niche or local area. Their influence comes from their relatability. Followers feel that their recommendations are more genuine because they’re part of the same community, not like they’re from another planet altogether.

Micro influencers, on the other hand, have followings between 10,000 and 100,000. While their audience is still relatively niche, they’ve grown their presence beyond smaller circles and may have partnerships with larger brands. Their content is often more polished and they may have more resources to work with, but their reach is still targeted compared to celebrity influencers.

2. Influencers in podcasts

Podcasts have seen huge growth, and in 2025, they are becoming an important part of influencer marketing strategies. Brands are partnering with influencers who host podcasts or are featured as guests on popular shows. The intimate nature of podcasts allows influencers to connect with their audience in a personal way. This sets up a perfect environment for building trust, and this again results in product recommendations.

3. Influencer Marketing via newsletters

Another interesting development is the rise of newsletters as a platform for influencer partnerships. As more people turn to e-mail for personalised content, influencers with dedicated e-mail lists are becoming an attractive option for brands. Through sponsored content, product reviews or exclusive offers, influencers are now reaching engaged audiences directly in their inbox.

4. Blogging and written content

While video content continues to dominate, influencer-led written content is making a strong comeback. Bloggers, long considered the pioneers of influencer marketing, are still a powerful force in 2025. Their content (articles, reviews, interviews, opinion pieces etc.), does well with niche audiences who are looking for in-depth and thoughtful commentary. This format also allows influencers to seamlessly integrate products into detailed posts that can rank well in search engines. Yes, SEO is still very much alive and kicking!

5. The Metaverse

The Metaverse is still very much in its experimental phase. However, there’s a lot of speculation and theory surrounding its role in influencer marketing. Virtual influencers (computer-generated characters with large followings) are already in the making (though Meta’s attempt seems to have gone awry for now), and immersive experiences in virtual spaces could open new doors for brand visibility. However, it’s hard to say how or when this will become a concrete part of influencer marketing. For now, it’s worth keeping an eye on developments, as this could evolve into a major opportunity in the future.

6. Niche influencers continue to grow

While celebrity influencers will always have a place, niche influencers are becoming more important. They’re ideal partners for brands looking to target specific demographics or interests. In 2025, working with these smaller influencers will be a key strategy for brands that want to reach their audience in an authentic manner.

Conclusion

In 2025, influencer marketing is no longer confined to Instagram feeds or TikTok videos. As brands explore new ways to work with influencers in podcasts newsletters and virtual spaces, the opportunity for more meaningful connections with audiences grows. To stay competitive, businesses must look beyond traditional platforms and consider whether incorporating influencer marketing into their strategy aligns with their goals.

The next newsletter will be out on Wednesday, 19th March 2025. Until then, have an excellent January!