4 trends in collaboration with influencers in 2025

[Dimaeiya333]

As we close out 2024, new trends are emerging that are beginning to set the course for 2025. Brands are no longer just looking to achieve greater visibility; now, the goal is to generate deep and authentic connections with their audiences, and influencers are key allies in achieving this.

Below, we present the four trends that will dominate the end of 2024 and will be the protagonists in 2025, helping brands strengthen their strategies and obtain more solid results in an ever-changing market.

1. Social commerce stronger than ever
Social platforms are enhancing their social commerce features to help influencers achieve better results by driving direct product sales rather than just promotions.

Live video is becoming increasingly popular: 27% of internet users watch live content weekly. And if we look at social media, 37% of users consider live video content to be the most engaging, and 43% of 18-34 year-olds prefer Instagram for their live video content.

But what is the main benefit of social commerce and live shopping for brands? Basically, it's that instead of influencers providing a link to your store or website with a discount code, products are now promoted live and viewers can purchase them directly in the social media app itself, with influencer discounts and commissions already applied.

2. UGC content prominence
User-generated content (UGC) is increasingly valued for its authenticity. Many consu vp it email database mers consider this format to be more genuine compared to production-intensive ads. As each social network continues to prioritize content that fosters real connections, UGC is becoming a key strategy for brands looking to build trust with their target audience and diversify their content.

Hybrid campaigns that combine user-generated content and influencer content are expected to increase in the coming year . In fact, 79% of people say that UGC has a major impact on their purchasing decisions and 85% of consumers consider UGC to be more influential.

3. Focus on authenticity and transparency
With new regulations being imposed on the work carried out by influencers, brands must prioritize transparency in their collaborations more than ever. To achieve better results, it is of utmost importance to select suitable influencers who comply with the regulations established in each country.

In the case of Spain, the Influencer Law establishes a new regulatory framework for influencers with certain profiles. All these actions, which require clear disclosure of sponsorships behind posts, seek consumer protection, but at the same time foster consumer trust in brands.

4. Sustainable marketing
Consumers, especially from generations like Z and millennials, are becoming more conscious of their purchasing decisions. As such, they prioritize brands that align with their values ​​and support the causes they believe in. These younger generations are more aware of the social, environmental and ethical implications of their purchases, so sustainability will be a key factor for future marketing strategies.

These changes in the consumer world force companies to take action and adopt more sustainable measures to attract and retain their target audiences, who are actively seeking environmentally friendly and socially responsible products and services.