Influencer marketing is arguably the most popular marketing tool a business can utilize. Over the years, more and more brands have found that the ROI of an influencer marketing strategy is comparable to that of other marketing initiatives. With the right influencer, content, and product, you can leave a meaningful impression on your target audience. This level of authenticity is unreachable with other marketing channels.
It’s estimated that over 1 in 4 marketers are currently using influencer marketing. We only expect this number to increase as the need for authentic content and UGC grows.
Whether you’re a B2C or a DTC, there are ways to incorporate influencer trends into your marketing plan. We’re here to walk you through some popular influencer marketing strategies that you can use to improve your campaigns in 2026 and beyond. Let’s dive in.
1. Prioritize Authenticity in Influencer Content
Over the years, many influencers have gotten a ton of hate for overusing filters and editing their photos to make them look unrealistic. This unattainable level of perfection is not relatable and is more off-putting than influential. The younger generations now crave authenticity, all-natural looks, and genuine connections with the influencers they follow and trust. People are no longer on the hunt for unreachable perfectionism.
As a business, you can build authenticity and transparency into your strategy by empowering the influencer. Ask them how they want to incorporate your product into their content and give them the creative freedom they need to create organic content that makes sense for their feed and gives them the brand recognition they deserve.
2. Leverage Micro-Influencers for Higher Engagement
The truth is, you don’t need to spend thousands of dollars to leave a lasting impression. Studies suggest that Micro-influencers get 47% more engagement on their sponsored posts and get 3x more likes per follower.
What is a Micro-Influencer?
A micro-influencer is an influencer with fewer than 100,000 followers. They typically have a niche, highly committed audience with better engagement rates than macro influencers and celebrities. These influencers are also typically more affordable, communicative, and passionate about their job.
What is a Micro-Influencer vs. an Influencer?
A micro-influencer is a specific type of influencer. Influencers are typically categorized into one of three different follower count buckets:
- Micro-Influencer: 10,000 to 100,000
- Macro-Influencer: 100,000 to 1 million
- Mega or Celebrity Influencer: 1 million +
Benefits of Micro-Influencers
- Higher engagement rates
- Close-knit community of followers
- More affordable
- More flexibility with campaigns and content
- Considered more trustworthy than macro influencers or celebrities
Strategy
If you plan to incorporate micro-influencers into your influencer marketing strategy, start by researching each influencer’s reach and the type of content they create. Will your product resonate with its audience? Will a post or a video about your brand feel organic, or will it feel forced? This will help you get the most out of your influencer marketing plan and achieve the best possible return on investment.
3. Explore the Growing Potential of TikTok and Instagram
Instagram and TikTok are the top choices for brands looking to build an influencer marketing strategy in 2025. With these platforms, you can use images, video content, and stories to engage with an influencer’s audience and leave a favorable impression on their following.
Platform Insights
Instagram: It’s expected that there are over 500,000 active influencers on Instagram and over 1.22 billion monthly users. To take advantage of this level of reach, you’ll want to connect with influencers who create an influencer marketing plan that incorporates different content types into their posting cadence.
TikTok: TikTok has a predominantly younger audience with over 1.4 billion active users. It’s a must-have for B2C brands targeting an ideal audience aged 19 to 34.
Content Types
Short-form video content performs the best on TikTok and Instagram. You can also use more interactive content, such as polls, Q&As, and challenges, to make influencer content more engaging. Using a variety of content types will help you maximize your reach on these platforms and increase your brand visibility across the board.
4. The Need for Ongoing Partnerships
Gone are the days when brands reach out to a handful of influencers for one-off projects. Brands are now looking for partnerships with influencers. Think of these as long-term brand ambassadors or even freelancers for your business. These types of individuals increase the longevity of your marketing initiatives and help you grow your trust with your influencer’s audience over time. If their followers see your product being used daily, it will feel less like an ad and more like a recommendation. This creates a more authentic, credible experience for the individual.
As a brand, you can capitalize on this influencer marketing trend by building a package of assets and content influencers can use to create content for an extended period. This will help influencers come to the table with fun, innovative ways to promote your brand in their content and sustain a partnership with you.
5. Collaborate With Specialized Influencers
Every year, influencer marketing advances and evolves with trends and the current social landscape. We’re seeing more influencers now market themselves as specialists in a field or industry. All of the mom TikTokers, Instagram foodies, lifestyle vloggers, and professional development influencers have a niche – and you can capitalize on it, too.
As a brand, you’ll need to focus on researching influencers who are specialists. You can’t rely solely on an influencer’s engagement and following to deliver results. You’ll want to consider who is following them, the types of content they create, and how your brand fits into their content. This will help you get the most from your current influencer marketing strategy and connect with an audience already interested in your products and services.
6. Incorporate User-Generated Content (UGC)
User-generated content works as social proof, helping to highlight brand authenticity and build trust with your audience. Working with influencers to develop UGC can also help enhance your own social media marketing strategy, giving you access to authentic content that complements your branding.
To use user-generated content in 2025, you’ll want to hire influencers to create content that features your products. The content should feel authentic and natural, not posed or forced. You can then use these images on your website, paid advertising, and your own social media platforms.
7. Track Performance with Data-Driven Insights
Whether it’s Facebook, TikTok, or Instagram influencer marketing, you always need to track the performance of your strategies. Tracking performance will help you better understand the influencer marketing ROI and identify areas for improvement. Here are some simple ways you can track the ROI of authentic influencer marketing:
- Provide unique promo codes for each influencer
- Create custom landing pages
- Use affiliate links
- Set UTM parameters for links used in social posts
Once you decide which tracking method to use, develop KPIs for your strategy to analyze data and make adjustments as needed.
Elevate Your Social Media Game With Kanbar Digital
Influencer marketing and social media marketing are among the best marketing strategies to capitalize on in 2025. These strategies help you persuade potential customers to shop with your brand and keep your offerings top of mind throughout the buyer’s journey.
If you’re ready to revamp your strategy to meet your customers’ needs, contact us today.
Frequently Asked Questions
What are the influencer marketing trends for 2025?
Brands are leveraging influencer marketing to develop authentic relationships with their audience. The most effective way to achieve this is to build long-term partnerships with specialized influencers who complement your brand’s mission and values.
Why is influencer marketing effective in 2025?
Influencer marketing is effective because it helps consumers build trust in brands through authentic recommendations and organic user-generated content.
How do you track influencer marketing ROI?
The most effective way to track ROI for influencer marketing is to use promo codes, affiliate tracking links, and custom UTM parameters. These are tools you can use to evaluate conversions at the end of a campaign.
What type of strategy is influencer marketing?
Influencer marketing is a social media strategy in which brands partner with influencers and leverage their networks to promote their products or services.
Which is the most effective form of influencer marketing?
Influencer marketing works as social proof of your brand’s products or services. Endorsements from popular influencers are the most effective way to build trust with consumers and increase conversions over time.
Do people trust influencers?
Yes, people do trust influencers to offer recommendations about products, services, and brands. To build trust with consumers, influencers must stay authentic and transparent with their experiences.
