The new year brings new influencer marketing trends to the forefront, but brewing is a continuous shift towards personalization on social media. Every page a viewer visits is guided by algorithms that tailor content to their behavior and preferences, which brings about the expectation that what they see on their feeds will understand what they want to see and hear.
Influencers play a huge role in catering to the preferences of audiences, as they have a unique power to entertain, inform, and engage with viewers online. An effective influencer campaign, however, requires a deep understanding of what the playing field looks like.
Influencer marketing agency Near Creative has identified trends taking over social media this year, from familiar consumer preferences to emerging behaviors. Here are 2025’s top influencer trends:
The rise of micro-influencers
2025 is seeing an increasingly even playing field for influencers, as social media feeds become powered more and more by algorithms and people continue to gravitate towards niche content. Thanks to this, micro-influencers are growing in prominence.
Along with this, the tech-savvy Gen Zs are more discerning than ever about the brands and products they support. This year, they are keen to listen to the advice of micro-influencers who have an engaged following. The accessibility and relatability of these influencers make them great spokespersons for brands.
Repurposed long-form content
Long-form content is not dead, not really. However, 2025 is the time for brands to rethink how to present it.
Today’s audiences constantly access social media on the go, so they have become accustomed to being fed quick, bite-sized content they can consume while in line at the grocery or while commuting. So if a video is not interesting from the get-go, then a viewer is likely to scroll past it.
So while long-form content still matters, consumers will be more inclined to pay attention if the information is presented into smaller pieces of content that can be distributed on social media channels.
User-generated content
Something that has remained the same from 2024 is the aversion of online viewers to overt promotional material. They are not looking to watch commercials while scrolling on social media, after all.
User-generated content (UGC) is different from influencer posts in that it is content produced by a customer, a follower, or an advocate of the product. UGC is a great supplement to influencer partnerships, as it emphasizes the trust everyday users have for the product or service as well as showcasing a strong community. Thus, the brand grows its awareness while also building trust and loyalty among consumers.
Long-term influencer partnerships
One-off influencer collaborations are not new in the marketing business, but something that will remain a trend in 2025 is the power of a long-term relationship with influencers.
The more time spent with the brand, the more an influencer understands what makes it great and how to communicate it to their audience. The influencer becomes more confident in how they present the product, and therefore is able to create more eye-catching content that resonates with their viewers. Another plus is that long-term collaborations are a sign of an alignment in values between the brand and influencer, which is important for Gen Z audiences.
More TikTok Shop
There used to be only two major e-commerce platforms in the Philippines where brands could promote their products. TikTok Shop is not a new name to anyone in 2025, but this year will see it continue to grow in prominence as a platform of choice for online shoppers.
This is something to keep in mind when tapping influencers to promote products. TikTok Shop offers a seamless journey for audiences who are already on TikTok, so brands must explore the many ways they can tap influencers on this platform. Whether this is through engaging videos, affiliate marketing, or hosting livestreams that feature the influencer, there are plenty of ways to leverage TikTok Shop to take viewers through the customer lifecycle.
The personal touch in influencer marketing
2025’s influencer trends see ones both old and new, but are nonetheless still relevant in today’s social media space. What is central to these five trends is that personalization is key to capturing the hearts and minds of today’s audiences.
Download Near Creative’s 2025 influencer trends e-book and get exclusive access to local case studies and a second e-book on 2025 social media trends via www.nearcreative.co. For inquiries and collaborations, contact sales@nearcreative.co.
Near Creative is a full-service digital creative marketing agency with nearly 10 years of experience managing both local and international brands. Among the company’s current offerings are influencer marketing, social media management, photo and video production, public relations, intimate events management, and creative content creation.
