In 2025, influencer marketing is poised to grow even further, with 59% of marketers planning to partner with more influencers than in 2024, according to recent data from Sprout Social. The report highlights how brands are adjusting their strategies as consumers flock to new social media platforms, driven by both shifts in user preferences and changes in the digital landscape.
While many marketers are increasing their influencer marketing budgets, the rapid evolution of social media raises important questions about effective strategies for implementation. Layla Revis, vice president of social, content, and brand marketing at Sprout Social, explained, "The market for influencers continues to grow, and we don’t see that slowing down. Consumers will follow influencers to new platforms as they’ve become trusted sources of inspiration and entertainment."
The changing landscape of influencer partnerships
The Q1 2025 Pulse Survey, which included responses from 650 marketers across the U.S., UK, and Australia, revealed that 77% of brands typically collaborate with 1-10 influencers at a time. Interestingly, consumer-facing (B2C) brands tend to engage in larger volumes of influencer partnerships. 52% of these brands work with 6-10 influencers, while 23% collaborate with 11-19 influencers.
The reasons behind these partnerships vary. According to the survey, 66% of brands invest in influencer marketing to increase brand awareness. Additionally, over half of respondents reported that influencer collaborations help boost audience engagement (59%), enhance credibility and trust (55%), and drive revenue growth (55%). A smaller portion of respondents (45%) cited customer loyalty and retention as a key goal, while 33% aim to use influencer marketing for product development and co-creation.
Revis emphasized the growing importance of influencer marketing as traditional digital advertising methods lose effectiveness. “The reality is that traditional forms of digital advertising are losing their edge," she stated. "Paid media is more costly and often delivers less impact, and brands are turning to influencer marketing not just as an alternative tactic but as a powerful strategy.”
The role of emerging social media platforms
As consumers explore new platforms, driven by changes such as a potential TikTok ban in the U.S., marketers must adapt. One of the most significant shifts is the growing popularity of Bluesky, a Twitter look-alike, and Meta's Threads. With 52% of brands already posting on Bluesky, the platform has quickly gained traction, especially in Australia, where 73% of marketers say their brands are active there.
Threads, Meta's own attempt to establish a Twitter alternative, has also seen significant brand engagement, with 57% of marketers reporting their brands are posting on the platform, while 23% plan to build a presence. Revis emphasized the importance of early adoption, saying, “As consumers look for alternatives to traditional platforms, brands should establish an early presence to gain organic reach before these platforms become more saturated."
A call for close collaboration with influencers
In light of the ongoing changes in social media dynamics, Revis also advised that brands need to work closely with influencers to safeguard revenue and stay aligned with shifting consumer preferences. "It’s more important than ever to partner closely with influencers, both to safeguard revenue and stay aligned with evolving consumer platform preferences," she said.
With the influencer marketing sector continuing to expand and evolve, brands are poised to invest more in this strategy to stay ahead of the curve. However, as new platforms emerge and the digital landscape changes, it is crucial for marketers to remain agile and closely attuned to what consumers want next.
