Top 5 Influencer Marketing Trends to Watch in 2025
Staying ahead of trends is crucial for brands and creators. As we move through 2025, influencer marketing continues to evolve—especially in the realm of hyperlocal and authentic content. Here are five key trends shaping the landscape:
Rise of Hyperlocal “Everyday” Influencers:
Big influencers are out, local micro-influencers are in. Brands have realized that while a national influencer might bring reach, a local creator brings relevance. One recent report noted that audiences increasingly prefer authentic user content over flashy influencer posts[5]. In 2025, companies are partnering with “everyday” content creators in specific cities (like Tampa, Orlando, or Austin) to foster genuine community connections. These hyperlocal influencers might only have a few thousand followers, but those followers are neighbors and friends – making their recommendations far more actionable.
User-Generated Content (UGC) Boom:
Connected to the first trend, brands are actively encouraging UGC and “real people” testimonials. UGC is now considered more trustworthy and engaging than traditional ads, and it doubles as social proof. This trend is so strong that some marketers say traditional influencer marketing is out – UGC is in![6]. Expect brands to run more campaigns that invite customers and nano-influencers to create content (reviews, unboxings, day-in-the-life posts) that the brand can share. The benefit? UGC not only builds authenticity but also boosts SEO by generating relevant content people are searching for[7].
Micro-Influencer Engagement Rates > Celebrity Reach:
It’s well documented that micro-influencers have higher engagement rates than mega influencers. For example, on Instagram, micro-influencers often see around a 3.8–6% engagement rate, while mega influencers may only get ~1–2%[8][9]. In 2025, brands care less about how many followers an influencer has, and more about how active and local those followers are. A niche creator in Los Angeles with an engaged following of 5,000 can drive more conversions in L.A. than a celebrity with 5 million followers scattered worldwide. The metrics that matter now are engagement quality and audience location, not just follower count.
“De-Influencing” and Authenticity:
A counter-trend has emerged where creators emphasize honesty over promo. The hashtag #deinfluencing became popular, with influencers telling audiences what not to buy or being candid about products even if they’re sponsored. This reflects a growing consumer skepticism of over-polished influencer content. Successful collaborations in 2025 focus on authenticity: brands encourage creators to be transparent and share genuine opinions. Content creators who only promote what they truly like (and even call out what they don’t) build trust that ultimately benefits brands who meet expectations. In Florida, for instance, a content creator might say, “I tried three Jacksonville boutiques and honestly, only one is worth it—here’s why.” Such honesty can endear followers and, paradoxically, make the recommended business even more credible.
Influencer Collaborations as Long-Term Partners:
Rather than one-off sponsored posts, 2025’s trend is forming long-term partnerships. Brands are treating influencers (especially local ones) as ambassadors over months or years. A New York City foodie might become an official “ambassador” for a restaurant group, regularly attending openings or tasting menus. A Utah outdoor gear brand might have a team of local hiking micro-influencers constantly feeding back content and engagement. This consistency benefits both sides: creators get steady work and deeper brand affinity, while brands get a stream of authentic content and a trusted face that audiences come to associate with them. Social Curation Collabs, with its remote-friendly platform, is facilitating many such ongoing collabs across cities from Utah to New York.
In summary, 2025 is all about authenticity, community, and engagement. The flashy influencer era is giving way to a more down-to-earth approach where local voices and real customer content take center stage. Brands that embrace these trends – by tapping into local networks, encouraging UGC, and building genuine partnerships – will see stronger loyalty and ROI. As the industry grows (global influencer marketing spend has more than tripled since 2020[10]), these trends ensure that growth translates into meaningful connections, not just noise.
