Influencer marketing continues to grow in popularity, with 59% of marketers reporting they plan to partner with more influencers this year compared to 2024. Only 37% plan on partnering with the same number, according to data from Sprout Social. While marketers are increasing their investments in influencer marketing, rapid changes in the social media landscape raise questions on effective strategies for implementation.
“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,” said Layla Revis, vice president of social, content and brand marketing at Sprout Social.
Sprout’s “Q1 2025 Pulse Survey” included 650 marketers from the U.S., UK and Australia. All respondents had duties related to social media management and influencer marketing. The online survey was conducted by Glimpse between Jan. 9 and Jan. 27, 2025.
Seventy-seven percent of brands partner with 1-10 influencers at any time. B2C brands tend to engage in a higher volume of influencer partnerships compared to the average, with 52% of consumer-facing brands partnering with 6-10 influencers while 23% partner with 11-19 influencers.
The reasons for investing in influencer marketing are varied, according to the survey. For 66% of brands, the investment is meant to increase brand awareness. Over half of survey respondents said influencer marketing increases audience engagement (59%) and increases credibility, trust and revenue growth (55%). Under half said the goal is to improve customer loyalty and retention (45%) and product development and co-creation (33%).
“The reality is that traditional forms of digital advertising are losing their edge. Shifts from traditional SEO have been impacted by new [artificial intelligence] search trends, paid media is more costly and, oftentimes, delivers less impact, and brands are turning to influencer marketing not just as an alternative tactic but as a powerful strategy,” said Revis.
Between the possibility of a TikTok ban and controversial changes such as Meta’s decision to get rid of fact checking in favor of community notes, consumers are looking to explore new social media platforms. If marketers want to keep up, they need to understand what consumers look for in each platform, including Twitter look-alike Bluesky and X (formerly known as Twitter).
“As we face a potential TikTok ban in the U.S., influencers should clarify with audiences where they plan to migrate to, while brands should actively support them,” Revis said. “It’s more important than ever to partner closely with influencers, both to safeguard revenue and stay aligned with evolving consumer platform preferences.”
Regarding Bluesky, 52% of brands are already posting there, according to the survey. Of the brands who are not on the platform, 30% plan on building a presence, 6% have claimed a profile and only 8% do not plan on using it at all. The platform has already gained significant traction in Australia, with 73% of marketers from the country saying their brands post on Bluesky.
Meta-owned Threads has also made significant efforts to establish itself as a Twitter alternative. Fifty-seven percent of marketers say their brands are already posting on the platform and 23% plan on building a presence. While 6% of brands have claimed an account, an additional 9% have no plans to use the platform.
“As consumers look for alternatives to traditional platforms, brands should establish an early presence to gain organic reach before these platforms become more saturated,” said Revis.
(Copyright: MarketingDive Influencer marketing surges: Here’s what the numbers say | Marketing Dive)
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