From AI discovery to UGC-first strategies and hybrid compensation—here’s what’s shaping influencer marketing in 2025.

AI-Assisted Discovery & Fraud Detection

Smarter tools accelerate shortlisting and flag fake engagement. Human review remains critical for brand safety.

The Rise of UGC-First Campaigns

Brands are commissioning creators for content that fuels ads, landing pages, and emails—not just organic posts.

Micro & Nano Creators Drive Efficient ROAS

Smaller creators deliver higher trust and niche relevance, often at better unit economics.

Affiliate + Influencer Convergence

Attribution is improving; hybrid deals (fee + performance) are standard.

Short-Form Video Dominance Beyond TikTok

Reels and Shorts remain powerhouse placements. Diversify given policy volatility and audience fragmentation.

Compliance & Transparency

Clear disclosure, usage rights, and data privacy expectations are now table stakes.

What It Means for Brands & Creators

For brands: build evergreen creator benches and content testing pipelines.
For creators: niche down, maintain updated media kits, and master ad-performant hooks.