Published on January 9th, 2025
As we approach 2025, influencer marketing is set to undergo significant transformations.
With a TikTok ban on the horizon, LinkedIn emerging as a major influencer platform, and the pharmaceutical industry embracing influencer marketing, the landscape is evolving rapidly.
In this blog post, we will explore four key predictions for influencer marketing in 2025, and how brands can leverage these changes to stay ahead of the curve.
1. Multichannel Strategy: A Necessity for Influencer Marketers
With TikTok facing potential bans in countries like the United States due to national security concerns, the big question on everyone’s mind is: Where will TikTok’s 170 million users go? According to a study by Group RFZ, YouTube is poised to capture the largest share of displaced TikTok users.
In fact, 46% of TikTok users indicated they would increase their use of YouTube, followed by Instagram (39%), YouTube Shorts (38%), and Facebook (30%).
For brands relying heavily on TikTok, this poses a challenge. The solution: A multichannel strategy.
Influencers who have a strong presence across multiple platforms or can easily transition between them will be in high demand.
By diversifying influencer partnerships, brands can mitigate the risks of relying on a single platform, ensuring their marketing efforts remain resilient in the face of unforeseen platform changes.
Takeaway: Don’t put all your eggs in one basket. A well-rounded influencer strategy that spans multiple platforms will provide long-term stability and broader audience reach.
2. LinkedIn Emerges as the New Influencer Hub
In a surprising turn of events, LinkedIn has rapidly become a prominent platform for influencer marketing.
LinkedIn’s experiment with short-form video content, launched in March 2023, has paid off.
Short-form videos have become the fastest-growing content type on the platform, and LinkedIn has made notable strides to position itself as a powerful tool for creators and brand marketers.
With an active and engaged professional user base, LinkedIn presents unique opportunities for brands to target influential industry leaders and decision-makers.
Companies like Spanx have already begun tapping into LinkedIn’s influencer potential, with founder Sara Blakely using influencer tactics to promote her brand.
Furthermore, LinkedIn’s algorithm prioritizes creator content, offering influencers enhanced visibility and reach.
This has given rise to specialized agencies focused solely on LinkedIn influencer marketing, such as Creator Authority.
Takeaway: The rise of LinkedInfluencers signals the need for brands to tailor their influencer marketing strategies to LinkedIn. If you’re not already experimenting with LinkedIn, now is the time to start.
3. Pharma Industry’s Growth in Influencer Marketing
The pharmaceutical industry has traditionally been cautious about embracing influencer marketing due to strict regulations and trust issues.
However, in 2025, the tides are turning. Brands are finding ways to work within the regulatory framework and build trust with consumers through authentic influencer partnerships.
Pharma influencers come in two key categories: patient influencers and medical influencers.
Patient influencers share personal health experiences, creating a relatable connection with consumers, while medical influencers provide clinical insights into treatments and products.
This shift away from celebrity endorsements, such as Serena Williams promoting migraine treatments, towards microinfluencers, is a significant trend.
Influencers can help bridge the trust gap in pharma marketing, especially when they authentically share their experiences and stories.
As the industry embraces influencer-driven programs, authenticity and trust will be crucial to success.
Takeaway: For pharma brands, partnering with influencers who have genuine health-related experiences will be key to building consumer trust and driving engagement.
4. Advanced Measurement: Meeting the Demands of Higher Budgets
Influencer marketing has proven its worth, and companies are investing heavily in it.
According to the Influencer Marketing Hub’s 2024 Benchmark Report, 59% of businesses plan to increase their influencer marketing budgets in the next year. This surge in investment will bring heightened expectations for performance and return on investment (ROI).
To meet these demands, brands will need to evolve their measurement strategies.
In addition to traditional metrics like reach, impressions, shares, and engagement, marketers will focus on new KPIs such as brand awareness, purchase intent, brand love, and recall. These metrics help determine not only what worked but why it worked.
Additionally, mid-campaign measurement and real-time adjustments will become the norm.
This allows marketers to optimize campaigns on the fly, improving overall effectiveness and preventing wasted budgets.
Takeaway: As budgets grow, so do measurement expectations. Brands must adopt more advanced metrics and refine their measurement strategies to prove the ROI of influencer marketing campaigns.
Conclusion: The Unstoppable Growth of Influencer Marketing in 2025
2025 promises to be an exciting year for influencer marketing, with significant shifts on the horizon.
From the rise of LinkedIn as an influencer platform to the pharmaceutical industry’s embrace of influencers, and the need for multichannel strategies and advanced measurement, brands must adapt to stay ahead of the competition.
Even as TikTok faces an uncertain future, influencer marketing is primed for unstoppable growth.
By diversifying platforms, embracing new trends, and refining measurement techniques, brands can ensure that their influencer marketing efforts continue to drive success in the years ahead.
Key Takeaways:
- Diversify Platforms: Embrace multichannel strategies to safeguard against platform shifts.
- LinkedIn Influencers: LinkedIn is emerging as a powerful platform for influencer marketing, particularly in professional and B2B spaces.
- Pharma’s New Era: Pharma brands are leveraging influencers to build trust and authenticity with consumers.
- Enhanced Metrics: As budgets increase, marketers must focus on advanced measurement to prove ROI and campaign effectiveness.
By staying on top of these trends and adjusting strategies accordingly, brands can maximize their influencer marketing efforts and stay ahead in a rapidly evolving industry.
By ensuring your influencer marketing efforts align with these predictions, you’ll be ready to navigate the changing landscape of 2025 and beyond.
