POV: Creators Predict Influencer Marketing in 2025
A few weeks back, we shared a handful of insights from brand marketers summarizing their thoughts on influencer marketing trends in 2025. Today, we’re looking at predictions from a different perspective – that of content creators. So if you’re interested in what influencers are looking for in their 2025 partnerships, as well as how to structure your influencer campaigns in the new year, read on (and check out some really great content from recent SheSpeaks campaigns).
The insights in this post are pulled from the CreatorIQ State of Creator Marketing Report.
Yes, They Do Care if Your Product Delivers
Critics of influencer marketing might say something like “Creators are just in it for the money.” But according to influencers surveyed, that’s not the case. Since 2020, “Product quality” has been the number one determinant of whether or not they partner with a brand. In fact, 84% say they would not work with a brand with poor quality offerings, even if compensation was high.
That’s not to say influencers don’t want to be compensated fairly, but as the industry evolves, influencers’ personal brands are more important to them than ever. They’re not about to jeopardize their brand to promote a product they don’t believe in.
So, finding creators who really believe in your brand is key. The authenticity will shine through the content, and results will follow.
Check out this post from a past campaign for Boursin Bites at Target. The SheSpeaks team uncovered that TikTok superstar @yourbarefootneighbor had an (uncompensated) obsession with the brand, making him the perfect ambassador for a new product launch. His TikTok drove nearly a million views, 50,000-plus engagements and an engagement rate of more than 20% during the campaign period. Delicious content and results because he believed in the product.
Short Form Video Content > All Other Forms
It’s not hard to believe that short form video content generally outperforms other content formats. And influencers report that they’re adjusting their content strategies to maximize the impact of short form.
66% of creators report they’re making more TikTok content now than they were a year ago, a trend that’s expected to continue. Also on the rise are Instagram Stories, Reels, YouTube Shorts, and even Snapchat. 65% of creators surveyed consider YouTube Shorts more effective than long form content on the platform.
If you’ve been prioritizing static or long-form video content, the dawn of 2025 is a great time to take a look at this strategy and explore adding more diverse (short form) video to the mix.
Inclusivity and Growth Opportunities Are Key Attractants for Influencers
While diversity, equity, and inclusion are not making the headlines they were a few years ago, for creators who are assessing brand partners, it’s never been more important. 84% say inclusivity is important to them – more than ever before. If your brand has a reputation for being committed to things like equitable compensation and diversity, you’re more likely to attract the influencers who can really move the needle for you.
Finally, helping influencers grow their businesses – because that’s exactly what they’re running – is at the top of influencers’ lists of priorities for 2025. SheSpeaks takes care of this part for our clients, by providing our SheSpeaks Community of creators with professional development opportunities, trainings, tips, and rewards that help our clients look like the heroes, and help us ensure we develop the right message and partner with the right talent for each campaign.
If you don’t know about our community of shoppers, check it out. It’s a great benefit that all SheSpeaks clients can access.
We’re Here to Help When you’re considering your plans for 2025, let’s talk. We know what influencers want, and how to get the most out of partnering with them.
