In 2025, influencer marketing is set to experience significant changes as industry giants gain traction and pharmaceutical companies find their footing in this space. With a potential TikTok ban looming in the United States, brands are preparing for shifts in where they invest and how they operate. If TikTok is banned, its 170 million users will likely migrate to other platforms.
A study suggests that 46% of TikTok users would use YouTube more frequently, while platforms like Instagram, YouTube Shorts, Facebook, and X could also gain new users. Brands are advised to adopt a multichannel strategy and diversify their influencer base to mitigate risks and capitalize on audience migration. LinkedIn has unexpectedly become a key platform for influencers.
Since testing short-form video in March 2023, LinkedIn has reported significant growth in creator engagement due to changes in its algorithm, expanded creator tools, and enhanced analytics. The platform’s professional and highly engaged user base makes it attractive for influencers and brands. Companies like Spanx have already embraced LinkedIn’s potential, indicating the rise of specialized agencies focusing on LinkedIn influencer marketing.
LinkedIn gains traction in influencer marketing
The pharmaceutical industry, which has been slower to adapt to influencer marketing due to strict regulations and trust issues, is expected to change in 2025. Agencies and brands are finding ways to work within the system, leveraging influencers with personal health experiences to connect with consumers.
Patient influencers who share personal stories and medical influencers who discuss treatments clinically are on the rise, with authenticity and trust being paramount. As the value of influencer marketing becomes clear, companies are increasing their budgets substantially. According to Influencer Marketing Hub, 59% of those with influencer marketing budgets plan to increase them in the next 12 months.
This rise in investment brings a heightened focus on measurement and proving ROI, with new KPIs going beyond reach and engagement to include metrics like awareness, purchase intent, and brand love. Real-time measurement and mid-campaign adjustments will become standard practices. Despite uncertainties, the influencer marketing industry is on an unstoppable growth trajectory.
Brands that adapt to these shifts and innovate in their strategies are likely to thrive in 2025.
