In 2025, influencer marketing is set to continue its evolution as a central component of brand storytelling. James Nord, founder and CEO of influencer marketing company Fohr, emphasized that influencer marketing is increasingly replacing traditional brand storytelling as people primarily discover brands through others. The political climate is expected to impact influencer marketing, with creators like a long-time fashion and lifestyle influencer stressing the importance of inclusion riders and considering factors like a brand’s political donations and initiatives before partnering with them.
Value alignment is crucial for creators when selecting brand partnerships. Mason, who collaborates with companies like Nordstrom and J.Crew, highlighted the significance of working with brands that share her values. A baking and beauty influencer with 3 million TikTok followers also emphasized the power of long-term partnerships in building trust with audiences.
Adapting influencer strategies in 2025
However, Nord noted that many brands are opting for shorter contracts with influencers, allowing for extensions based on performance, as content performance can change rapidly. Creators are diversifying their revenue streams to adapt to the evolving landscape.
Hasson recently launched a food brand, Homemadeish, while Mason started a Substack newsletter called Loose Leaf Tea. A beauty content creator known for her TikTok filters is partnering with brands like Rare Beauty and Byoma to create custom versions. Adapting to shifts in social media trends and expanding presence across platforms are essential for creators.
Hasson plans to focus on concise and informative YouTube content, while Mason aims to prioritize offline community building. As influencer marketing continues to evolve in 2025, creators and brands are navigating changes by rethinking partnership models, diversifying revenue streams, and exploring new platforms to remain relevant in the ever-changing digital landscape.
