The brands collaborate with an increasingly leafy branch of influencers

The influencer marketing continues on the crest of wave and the popularity of this discipline, which seems far from touching a roof, does not throw the brake in any way. According to a recent report undertaken in the United States, the United Kingdom and Australia by Sproout Social, In 2025 59% of the brands plans to hang their most influencers compared to the preceding year. And only 37% plans to collaborate with identical number of prescribers.

In any case, and although the brands continue to give bellows to their investment in the influencer marketing, the changes that occur at the speed of the lightning in the ecosystem 2.0 inevitably ask questions about the real effectiveness of the strategies especially oriented to this discipline, which They must necessarily reinvent themselves (and do it in addition to constantly) so as not to be orphans of validity.

«The influencers market continues to hit the stretch and we do not observe that this market is slowing down in any way. After all, Consumers are particularly ready to follow influencers on new platformsas long as these have ended up metamorphicing in extraordinarily reliable sources from the point of view of inspiration and entertainment, ”explains Layla Rev, Vice President of Social, Content & Brand Marketing of Social Sprout.

The study undertaken by Sprout Social concludes that Brands usually forge collaborations with between 1 and 10 influencers simultaneously. In the b2c b2c the alliances of brands with content creators are, however, above the average. 52% of B2C brands collaborate with between 6 and 10 influencers, while 23% are associated with between 11 and 19 content creators.

The reasons that move brands to work alimon with influencers in their marketing and advertising campaigns are multiple and varied. 66% of the brands are thrown into the arms of the prescribers to give wings to the “Brand Awareness”. And more than half of the brands consulted also has the conviction that the influencer marketing increases the “engagement” of the audience (59%) and also spur the credibility, confidence and growth of the billing of the brands (55%).

On the other hand, 45% of the brands are committed to influencers to sting the loyalty and customer retention and 33% also do their own to boost the development of new products and cooking.

Influencer marketing is an increasingly important asset in the digital advertising ecosystem

«Digital advertising on its most traditional aspect is losing efficacy. SEO is being severely impacted by the imbrication of AI in searches, the ‘paid average’ are increasingly expensive and translate simultaneously into a lower impact and that is why brands are depositing their confidence in the influencer marketing not only as an alternative tactic, but rather as a powerful marketing strategy, ”he emphasizes.

It should also be noted that the uncertainty about Tiktok’s future in the United States and the controversial goal of dismantling the “fact-checking” to bet instead for the so-called community notes is moving more and more consumers to Explore new 2.0 platforms. And if the brands do not want to stay in the tail car in this particular aspect, they need to properly understand what the consumer looks exactly in each social network of New Horn.

«Since Tiktok faces an eventual prohibition in the United States, influencers should make their followers clear to which platforms they intend to migrate if a blackout of this social network in the North American country ends up effectively. In addition, in a pregnant context of uncertainty it is important that brands continue to actively support influencers. It is more important than ever for brands work very closely with influencers so that both parties can continue to benefit from income and are perfectly aligned with the eternally changing preferences of the consumer in terms of platforms, ”insists review.

If we specifically leverage the look in Bluesky, which many users are using an alternative to X, 52% of the brands publish already contained in this social network. And 30% of brands that have not yet landed on this platform

Another alternative to X that is gaining more and more traction is Threads, a social network that 57% of the brands publishes already today With content. 23% also intend to make their debut soon in this social network, 6% already have an account in Threads and 9% do not expect to make its long subsidiary (at least for now).

«Since the consumer seeks more and more alternatives to conventional social networks, brands should begin to build their presence on platforms such as Bluesky or Threads as soon as possible to win organic reach before these channels are saturated«, Warns review.