A recent study by the World Federation of Advertisers (WFA), conducted in collaboration with the UK Advertising Standards Authority (ASA) and other global self-regulatory organizations, reveals that 54% of multinational brand marketers plan to increase their influencer marketing budgets in 2025. Additionally, 61% believe influencer marketing will play an even more significant role in the future.
To meet these new spending commitments, brands are working more closely with influencer agencies to manage relationships with content creators. According to the study, 74% of marketers now rely on influencer agencies, marking a 20% increase since 2019.
Beyond promotions: Authenticity and consumer engagement
While influencer marketing was once viewed as a simple promotional tool, it has evolved into a strategy focused on shaping culture, sparking conversations, and driving consumer action.
Marcus Chew, Group Chief Marketing Officer at Lazada, highlights the changing landscape: "Attention has become the new currency, and influencers play a key role in capturing and maintaining consumer interest in an increasingly fragmented digital space." He emphasizes that brands should see influencer marketing as a core strategy rather than just an add-on.
Similarly, Eugene Lee, former Chief Marketing Officer of McDonald’s International, stresses the importance of selecting the right influencers. "Quality matters more than quantity. Carefully curating influencer partnerships leads to far more impactful results," he explains.
Influencer agencies challenging traditional marketing models
The shift toward influencer marketing is reshaping agency roles. While traditional creative agencies remain relevant, influencer agencies bring speed, authenticity, and data-driven strategies that better align with today’s fast-paced digital environment.
"Working closely with influencer specialists allows us to move at the speed of culture," says Marcus Chew. However, some experts warn that involving influencer agencies too late in the campaign planning process can lead to a lack of coherence between influencer content and broader brand messaging.
Ethical considerations in influencer marketing
As influencer marketing grows, so do concerns about transparency and ethical practices. The WFA has identified five key areas brands must address to ensure responsible influencer marketing campaigns:
- Transparency and Disclosure – Partnerships must be clearly labeled to ensure consumers recognize sponsored content.
- Content Accuracy – Influencers should provide genuine opinions and avoid misleading statements.
- Ethical Responsibility – Brands must ensure content aligns with social and environmental responsibility standards.
- Legal Compliance – Campaigns must follow local advertising laws and age-appropriate guidelines.
- Best Practices – Contracts, influencer training, and continuous monitoring help brands maintain control over their partnerships.
As influencer marketing cements its place as a powerful brand strategy, companies must balance authenticity, engagement, and ethical responsibility to maximize impact and avoid pitfalls.
