Influencer marketing has been around in the digital space for well over two decades now. From the early days of online blogs and YouTube channels to the creator landscape we know of today, influencers have shaped consumer buying habits and the way brands connect with their audiences. But with the digital world constantly changing, do influencers still hold influence in 2025?

Whether we like it or not, influencers aren’t going anywhere. How we as consumers are influenced has always and will continue to evolve as new technologies and platforms emerge, but the fundamentals will remain the same. We’re influenced by people we trust. As marketers, the challenge is no longer should we work with influencers, but how do we do it in the most authentic and strategic way.

What does an influencer look like today?

The idea of what makes someone an influencer has dramatically changed in recent years. It’s no longer just about aspirational lifestyles or having the celebrity status prominent in the 2010s. Today, we see that to be a trusted creator people have to be able to connect with you on a deeper level. It doesn’t matter how the content is relatable and relevant to them, audiences crave connection. And it’s through that connection that we can start to see the influence of creators impacting consumer decisions.

The influencer landscape today is complex, and creators aren’t just defined by the number of followers they have. Where traditionally micro and nano influencers have been overlooked due to not having a big enough following, brands are now seeing the value in those highly engaged, smaller audiences, especially those within a very specific niche. Bigger creators might well offer a greater reach, but that doesn’t guarantee the same level of engagement or action. More than ever, influence is defined by trust, relevancy and consistency.

Trust in the age of social media

It’s no secret that trust in social media and influencers has been questioned in recent years. The rise of undisclosed sponsored content, misleading ads and influencer scandals has made people second guess the content they are consuming. But that’s not to say influencer marketing no longer works. Audiences want to see their favourite creators succeed, and you only need to glance at the comment section of a well-executed ad to see that. Supportive messages come flooding in when partnerships appear genuine and followers often feel proud of the achievements of the creators they admire.

However, the narrative around inauthentic brand collaborations is louder than ever. People are very quick to call out collaborations that feel off, irrelevant or are clearly just for the pay check. We need to understand that the average person is becoming more and more aware of what it means to partner with a brand. They know that influencers are being paid, and they’re more aware of what it should look like when it’s done well.

The bar has been raised, and it's ultimately because influencer marketing in 2025 demands transparency, alignment and authenticity. If a creator has never once spoken about fitness and suddenly promotes a new health app, people notice. On the other hand, when a creator partners with a brand that fits seamlessly into their usual content, adds genuine value, or even has been seen organically on their channel before, audiences respond positively. It’s not about hiding the fact something’s an ad, it’s about making sure the content still feels like them.

The good, the bad and the ugly of influencer marketing

When done correctly, influencer marketing has the potential to drive success for brands, whether that’s an increase in sales or an increase in awareness. But when it misses the mark, audiences are quick to react.

A great recent example of influencer marketing done right is the recent partnership between Molly Mae and Unilever, releasing the Pure Heaven Scent range by Persil and Comfort. Although Molly has traditionally been known for her fashion and beauty collaborations, her evolution into motherhood has naturally shifted the content she shares due to the changes in her lifestyle. Molly’s honest approach to motherhood, combined with how open she is about her sensitive skin, meant that her audience saw the genuine nature of the product collaboration.

It opens a wider conversation where we start to see that influencers aren’t static. Their lives change over the years, and successful influencers bring their audiences with them. This evolution is something brands should recognise and respect because it opens up opportunities to build meaningful, long-term partnerships that reflect real-life changes.

Audiences need to see authenticity and relevance, which is why Poppi, an American prebiotic drinks brand, faced criticism earlier this year after gifting 32 influencers extravagant branded vending machines worth an estimated $25,000 each. Where the campaign was supposed to create some positive noise, it ended up going viral for all the wrong reasons. People were quick to call it excessive and that the money could have been spent more thoughtfully, especially during a time when many people are facing the realities of a recession.

Brands need to approach influencer partnerships with a mindset that values long-term authenticity over short-term hype. This means understanding where creators (and their audiences) are in their personal and professional journeys, aligning campaigns with their genuine stories, and focusing on relevance and respect rather than flashy gestures that risk alienating audiences.

Final thoughts

Influencer marketing in 2025 is alive and kicking. It just looks different. Everyday social media users are now more than ever educated on what goes on behind the scenes with brand partnerships, and that must be taken seriously. As brands, we can’t assume that we’ll get away with something because it might not get picked up by an audience.

At the same time, influencers themselves must raise their professional game. We want to see creators owning their strategic value, sharing their expertise on platforms like LinkedIn, and approaching brand collaborations with the same professionalism established brands bring to the table. This mutual respect will only increase the value of partnerships for everyone involved.

For brands considering influencer marketing in 2025, the key is to be thoughtful, intentional, and flexible. Understand your KPIs, choose creators who genuinely align with your values, and foster partnerships that can evolve naturally over time. When done well, influencer marketing remains an incredible tool for driving awareness, trust, and sales in the world of social media.

From traditional celebrity endorsement through to influencer campaigns, the CIM influencer marketing training course shows how you can harness partnerships to grow your brand. The course is ideal for any marketer keen to grow new or existing influencer marketing programmes in their business.

Book your place on the course here