Despite a complex economic context, 72% of brands forecast an increase in their influencer marketing budgets from 10% to 49% by 2025. This increase reflects the strategic importance of influencer marketing in the new marketing mix, even as brands seek to optimize these investments by targeting lower-cost content creators, particularly micro- and nano-influencers.
The influencer market is entering a phase of stabilization, with an increase in budgets, but a particular focus on micro- and nano-influencers, who offer more accessible solutions with high engagement rates.
Brands are becoming increasingly selective in their choice of influencers. They now favor partnerships aligned with brand values to maximize the impact of collaborations and ensure an authentic brand image.
The number of followers is no longer a key indicator of success. Brands are turning to influencers with a high level of engagement with their audience, guaranteeing more effective and authentic campaigns.
Social network saturation and audience fatigue are forcing brands to seek out more authentic, meaningful collaborations, in response to a growing demand for more thoughtful, sustainable content.
Brands and designers must integrate more diversity, inclusion and ethics into their campaigns to meet the needs of consumers. Certifications and new market standards are developing in Europe to guarantee transparent and responsible practices.
With economic pressure, new remuneration mechanisms such as affiliation and sales commissions are becoming commonplace, enabling brands to guarantee a better return on investment while motivating influencers to generate concrete results.
With economic pressure, new remuneration mechanisms such as affiliation and sales commissions are becoming commonplace, enabling brands to guarantee a better return on investment while motivating influencers to generate concrete results.
Social commerce is set to become one of the driving forces behind influencer marketing, as it combines entertainment with e-commerce to create seamless, immersive shopping experiences.
The rise of the metaverse is rapidly revolutionizing influencer marketing. Virtual creators - featured on Followme 2024 - digital personalities created by CGI are becoming increasingly popular, especially in virtual worlds and gaming environments.
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