What is written in the stars about the future of influencers? 7 trends for 2025

Social networks and the influencers that live there are a very powerful magnet, attracting the budgets of advertisers.who willingly spend a lot of money on collaborations with stars born in the heat of 2.0 platforms.

When it comes to planning their influencer marketing campaigns, brands, however, come face to face with quite a few obstacles, since On social media, trends often change overnight. and the most overwhelming “hypes” often end up diluting like sugar in a short period of time.

Although it is inevitably risky to speculate on the trends that will have the most impact in the coming months in the universe of influencersthese that we dissect below have many options to monopolize all the spotlights in 2025:

1. «Infoencing»

Influencers will gain a lot of weight (they are already gaining it) as educators on those topics in which they are considered experts. And on social networks they will share knowledge about those areas in which they have more expertise and will also take the trouble to disseminate valuable information on these channels. This trend, dubbed “infoencing,” is expected to strengthen the connection between brands, influencers and social media users.

2. Ethical influence

More and more influencers are committed to directly related topics such as sustainability and social responsibility and are integrating these topics into their content.. The credibility of a content creator matters more, in the end, than pure reach, and to boost that credibility it is important to forge authentic and genuine connections with the community by addressing topics that are socially relevant. .

As the influence of content creators is not only pure and simple commercial and also has ramifications of an ethical nature, it is important that influencers treat their followers with true added value and that they become aware of the responsibility they have with their words and actions.

3. Influencers generated with AI

The so-called synthetic influencersthose born from the womb of AI, are increasingly more realistic and also enjoy more and more influence on social networks. Prescribers generated with AI are, not in vain, increasingly sophisticated and in some cases they are almost indistinguishable from real people.

Furthermore, by drawing on the data and behavioral patterns of their followers, influencers generated with AI are in a position to create personalized messages that are adjusted almost to the millimeter to the desires and needs of their “followers” and that ultimately translate into a higher “engagement rate.”

4. Rise of “social commerce”

If we look at Instagram in particular, this platform is providing cmore and more functionalities with a focus on e-commerce that allow users to buy products directly on this social network without leaving the app. In this sense, the border that separates social interaction from online shopping is becoming blurred on Instagram (and also on other social networks such as TikTok). However, the rise of “social commerce” on 2.0 platforms is also good news for influencers who work professionally there, since their followers have an easier time buying the products they promote on social networks.

5. More pressure on influencer marketing prices

As there are more and more content creators in the influencer marketing universe, there are inevitably more pressure on the emoluments received by influencerswhich are generally contracting.

According to the data considered by the agency Social Hit, Influencer marketing rates saw a prolapse of 18% in 2023 alone. Behind this drop is the oversaturation of the market, caused not only by the increasing number of influencers but also by the growing strength of “user-generated content.”

The oversaturation in the influencer marketing market is also fueling another trend, the so-called “defluencing.”. Those who fly the flag of this trend, related to the growing commitment of influencers to conscious consumption, warn their followers against some particular products and suggest alternatives that are usually cheaper.

6. The oversaturation of social networks requires new marketing strategies

To combat the oversaturation that reigns on social networks, which indirectly gives rise to another trend (the renunciation of consumerism or “Underconsumption Core”), brands should focus on Forging authentic alliances with influencers who share values ​​with their target.

7. The exceptional verve of micro-influencers

Los microinfluencersthose content creators who have between 10,000 and 100,000 followers, have been strong allies of brands for quite some time because they are both very authentic and efficient from a cost point of view. And in the coming months the so-called nanoinfluenersthose prescribers who have between 1,000 and 10,000 followers.