Influencer Marketing Resources: February 2025

Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!

Influencer Marketing Industry Resources

11 Tips For Building Long-Term Partnerships That Can Define Your Brand – February 20, 2025  

With 69% of consumers trusting recommendations from influencers and their network over direct information from a brand, it’s no wonder that influencer marketing continues to dominate as companies’ method of choice for growing their customer base. But reaching customers isn’t as easy as committing to a one-off influencer campaign. To generate real trust, brands need to cultivate more long-term partnerships and relationships that can truly help define their brand.

Poppi vs. Olipop: Influencer Marketers Break Down the Healthier Soda Brands’ Strategies – February 19, 2025  

Move over, Coca-Cola and Pepsi—the next soft drink duo duking it out to win market share are prebiotic soda makers Poppi and Olipop. The two brands recently ended up in a social media scuffle when Poppi sent 32 full-sized vending machines to big influencers to promote its $8 million Super Bowl ad. Backlash was swift, as TikTok creators posted videos calling Poppi’s influencer gifting strategy tone-deaf and wanting to know why the brand hadn’t sent the vending machines to places where more people could use them. 

Creators Are Making More User-Generated Content Than Ever. That’s Good News for Brands – February 18, 2025  

It’s no secret that user-generated content is often more engaging and authentic than content brands produce themselves. For years, marketing experts have been giving advice on how to encourage your customers to create UGC and how to leverage it once they do. But now, thanks to a growing class of influencers, getting UGC is easier than ever.

How Poppi’s Super Bowl vending machine campaign spiraled out of control – February 14, 2025  

It’s a soda brand popularity contest, and we’re all here to bear witness. This year, prebiotic soda brand Poppi ran its second consecutive Super Bowl ad featuring influencers like Jake Shane and Alix Earle. But it wasn’t the creator campaign on the big screen that got people talking as much as the one online.

Sprout Social Launches Rebranded Influencer Marketing Platform, Preparing Brands for the Next Generation of Social – February 13, 2025  

Today, Sprout Social (Nasdaq: SPT), announced the launch of its rebranded influencer marketing platform, Sprout Social Influencer Marketing (formerly Tagger Media). Almost half of all consumers make at least one purchase a month because of influencer posts and 8 in 10 marketers report that influencer content provides stronger conversions, underscoring the crucial role influencer marketing plays in the buying journey. Sprout Social Influencer Marketing equips brands with the tools they need to capitalize on this massive opportunity with AI-powered insights and advanced analytics to help marketers identify the right influencers, build authentic partnerships and maximize the ROI of their campaigns. The platform and its AI-focused roadmap will be featured in Breaking Ground, Sprout’s premier quarterly event that delivers essential product updates and cutting-edge industry insights to keep customers ahead of the curve.

Collabstr Unveils the 2025 State of Influencer Marketing Report: Trends, Insights, and Predictions for the Creator Economy – February 12, 2025  

Collabstr, a trusted leader in the influencer marketing space, has released its much-anticipated 2025 State of Influencer Marketing Report, leveraging first-party data from over 40,000 advertisers and 100,000 creators. The report highlights the trends, statistics, and shifts shaping influencer marketing, user-generated content (UGC), and the creator economy.

The 2025 State of Influencer Marketing Report is available to view at collabstr.com/2025-influencer-marketing-report.

Inside Doritos’ ‘creator-led’ marketing strategy – February 12, 2025  

Doritos revived its “Crash the Super Bowl” contest to mark its 25th year advertising during the Big Game. The move wasn’t intended to simply put together a user-generated Super Bowl spot, as it has been in years past. Instead, Doritos is looking to further its connection to the creator economy.

How influencer marketing became an essential marketing channel – February 12, 2025  

There’s never a dull moment in influencer marketing, which faces a significant challenge this year with the law banning TikTok in the United States. Even without the platform that made it famous, influencer marketing is now a significant channel for marketers. It’s also big business for both content creators and brands. But how did we get here? In this conversation with Natalie Silverstein, Chief Innovation Officer at Collectively, we cover the origins of influencer marketing, going back to long-form written content and the “Mommy Bloggers,” to the short-form video we associate with influencer marketing today. Our conversation also covers the state of B2B influencer marketing, where the platforms are different, but the strategy is much the same: Authenticity, personality and reputation lead the way.

How will creators shape brand marketing in 2025? – February 11, 2025  

A 14-hour TikTok shutdown may have caused some headaches and plenty of drama less than three weeks into the new year, but influencers and creators remain key to 2025 marketing strategies. Indeed, eMarketer projects influencer marketing spending will hit an estimated $9.29 billion by the end of the year.

Behind Poppi’s influencer-led Super Bowl commercial and social campaign – February 9, 2025  

Even as content creators have become pivotal pieces of many brands’ Super Bowl marketing strategies, advertisers have largely continued to gravitate toward actors, music artists and other more traditional celebrities for commercials airing during the Big Game. Poppi challenged the Super Bowl status quo this year, making influencers not just a core part of its social media campaign to amplify its ad airing during Super Bowl LIX, but also giving them starring roles in the in-game spot itself.

WMU digital marketing students create influencer campaigns for Disney’s The Lion King – February 6, 2025  

KALAMAZOO, Mich.—Can you feel the love tonight? The answer is yes for Western Michigan University digital marketing students who are partnering with Miller Auditorium to promote Disney’s The Lion King to other WMU students through social media. As part of a pilot “student influencer program,” students are generating engaging content to encourage attendance at the show while also communicating the university-subsidized 50% student discount that applies to many of Miller Auditorium’s shows. And the ‘love’ for their effort is felt in likes, clicks and views.

Super Bowl influencer marketing strategies—how brands are increasingly integrating creators into experiential – February 3, 2025  

For Super Bowl 2025, brands such as Hellmann’s, Instacart and Abercrombie & Fitch are going beyond traditional influencer posts, leveraging brand activations, exclusive parties and experiential events designed to generate organic buzz. Rather than relying solely on paid promotions, advertisers are making creators a core part of their Super Bowl marketing strategies, turning influencer partnerships into real-world experiences that extend beyond the screen.

Kat Cole—CEO of supplement phenom startup AG1—aims to build out the $600 million company beyond its influencer roots – January 30, 2025  

Kat Cole—CEO of supplement phenom startup AG1—aims to build out the $600 million company beyond its influencer roots.

The Future Of Influencer Marketing: From Public To Private – January 29, 2025  

Across the globe, over 5 billion people actively use some form of social media, making it one of the best options to reach new audiences and engage with existing customers. While companies can run ads directly on these platforms, influencer marketing can be more effective. One survey found that over 60% of social media users trust information that comes from influencers over corporations and A-list celebrities. For this reason, nearly 70% of major companies used some form of influencer marketing in their overall social media strategy in 2021, with that number projected to increase to 86% in 2025.

The Super Bowl Is Big Enough for Every Kind of Influencer – January 29, 2025  

As a huge sports fan, I watch the Big Game live with a group of friends and family. I even challenge myself to only watch the ads as they air, hoping to replicate some of the excitement from when live TV was the only way to consume them. On social media too, influencers are getting in on the act, either by starring in campaigns or just spreading the word. Last year, when CeraVe tapped Michael Cera for their award-winning Super Bowl campaign, influencers also played a big part by doing unboxing videos for themed skincare products covered in the actor’s face and quotes.

The “Sad Beige Lawsuit” and the Fight Over Social Media Influencer IP Rights – January 29, 2025  

Can you protect a personal “aesthetic” or “vibe?” Social media influencer Sydney Nicole Gifford believes so, as she recently sued fellow social media influencer Alyssa Sheil in Texas Federal Court, in what is now known as the “sad beige lawsuit.”

5 important influencer marketing trends in 2025 – January 28, 2025  

With the start of 2025, CreatorDB reviews the last twelve months and forecasts the state of the influencer marketing arena in the upcoming year. Influencer marketing is expected to reach $24 billion by the end of the year, a 13% increase from the previous year, maintaining its upward trajectory. Supporting this data, marketing departments have reported increasing their spending on influencers and externally generated content.

Move over, Taylor and Travis: The hottest new duo is Ellie the Elephant and Grimace – January 27, 2025  

No, Ellie the Elephant is not in a romantic relationship with Grimace. This month, the New York Liberty’s mascot, a fashion icon known for her dance moves on the court, was spotted hanging out with McDonald’s mascot Grimace, “a large, purple, rotund being” who also happens to be a major Mets fan.

My Breakup Went Viral on TikTok So I Built a Career as an Influencer. It Has Lasted Longer than the Heartbreak. – January 27, 2025  

• A video of Bridgette Vong, a marketing specialist, breaking up with her partner went viral on TikTok. 
• She leveraged the engagement to create a side hustle and then a full-time career as an influencer. 
• The breakup was the “best thing that’s ever happened” to her, she said.

Tourism

Influencer marketing can help tourism industry mitigate waste, pollution – February 20, 2025  

UNIVERSITY PARK, Pa. — Social media influencers who are passionate about environmental causes can help the tourism industry inspire tourists to engage in pro-environmental behavior to help mitigate waste and pollution, according to a new study from researchers in the Penn State School of Hospitality Management. The research team found that influencers who are highly passionate about sustainability lifestyles — coined “green influencers” — can increase tourists’ environmental support through social media messaging. The researchers also found that environmental support, or backing waste reduction and wildlife conservation efforts, can be passed along to tourists via social media when influencers display less passion but do convey strong, specific goals.

Publishing

Books on BookTok: using content creators in book campaigns – February 21, 2025  

Following The Bookseller’s news story To blurb or not to blurb, BookTok creators share their thoughts and discuss the increasing use of content creators in book campaigns. Opinions were divided on the importance of seeing authors backing new books on BookTok. Alice (@bookswithalice; 13,800 followers) said that it is “very significant” and “can be helpful if you already know you like one author’s writing to see them support a new book, as it indicates to me it might be another book I would like to read”. Emily (@emilymiahreads; 84,600 followers) agrees that it is important as “it shows the sense of community that exists on TikTok” while Suraka (@surakajanebooks; 16,500 followers) said it has “some importance”, adding “sometimes I’ll see my favourite authors blurb books and I’ll pick the book up just for that reason. It can be a great nudge, especially when I already have some interest in the title.” Busayo (@compulsivebookbuyers; 27,200 followers) noted: “It definitely helps with the marketing to know that authors I love also love the books that I am about to read or am actively recommending”.  

Social News

TikTok Shares New Insight Into ROI of Short- and Long-Term Ad Campaigns – February 23, 2025  

TikTok is one of the most popular and trend-influencing forces, which means that TikTok promotions can help to build your brand, and drive sales benefits.

The State of Social Media Marketing in 2025 – February 21, 2025  

We’ve surveyed over 900+ marketers—not to ask the tired old “What’s your ROI?” kind of questions, but to dig into what really moves the needle.  Written by marketers, for marketers, this is your guide to what’s next—the unspoken challenges, the bold opportunities, and the strategies that will define 2025 and beyond. Welcome to a marketing revolution. Are you ready?

26 Instagram stats you need to know for 2025 – February 21, 2025  

Understanding how people perceive and use the platform will help you understand the best way to connect with them. This will help you develop Instagram best practices to implement in your strategy. 

Instagram Adds Text-Only Testimonials To Partnership Ads – February 20, 2025  

Instagram’s rolling out a new element within its Partnership Ads that will enable brands to showcase a creator endorsement within a sponsored comment on a Partnership post.

TikTok Reinstated in US App Stores After Assurance From the Attorney General – February 14, 2025  

Amid ongoing discussions about its future in the U.S., TikTok has now been reinstated for download in both the Google Play and Apple App stores in America, after both companies received official assurances that they will not be fined for facilitating access to the technically banned app.

TikTok Rises to the Top of the App Download Charts in January – February 11, 2025  

Some small shifts in the app download rankings for January, with ChatGPT taking the crown as the most downloaded app on iOS, and TikTok rising to the top of the combined app downloads chart.

Meta Rolls Out Updates to Advantage+ AI Ad Targeting Tools – February 6, 2025  

Meta’s announced some new updates for its AI-powered Advantage+ ad campaigns, which, at best, aim to take all, or most of the campaign targeting decisions out of your hands.

Snapchat Offers Ad-Free Subscription Package – February 2, 2025  

It seems that Snapchat has quietly released a new version of its Snapchat+ subscription offering that enables users to completely opt out of ads in the app, for a price.

The Social Media Funnel Explained – February 2, 2025  

Have you mapped out your 2025 social media content strategy as yet? If not, then this might help. The team from Giraffe Social Media have put together an overview of the key stages of social media engagement that you need to keep in mind to maximize conversions and sales performance. Because while likes and comments are great, and can help to boost awareness, it’s the next step that you really want, in deepening engagement, and ultimately driving sales.

YouTube Launches 2025 AdBlitz to Showcase Super Bowl Campaigns – January 30, 2025  

With the Super Bowl fast approaching, YouTube has launched its latest “AdBlitz” activation, which showcases all of the various Super Bowl ads in one place.

TikTok Looks To Highlight Its Value for Artists With New Video Series – January 30, 2025  

With Meta looking to poach TikTok creators, using the instability at the app caused by the U.S. sell off talks as a lever, TikTok’s now looking to fight back, with its own campaign aimed at highlighting how TikTok has helped many artists gain mainstream recognition.

Instagram Adds New Views Insights To Guide Creative Performance – January 29, 2025  

After making “Views” the primary metric of focus for creators last August, Instagram is now adding some new views-related metrics to help Reels creators hone in on the right elements.

LinkedIn Reports ‘Record’ Engagement Once Again in Latest Performance Update – January 29, 2025  

LinkedIn’s parent company Microsoft has released its latest earnings results, which includes notes on LinkedIn’s evolving performance, and where it’s seeing strength.

A Beginner’s Guide: 5 Strategies For Leveraging Social Media – January 28, 2025  

Dr. Tara Chalakani is the CEO of Preferred Behavioral Health Group and co-host of the Welloff Podcast.

It is nearly impossible to live a life free of social media influence. It’s free and entertaining, and almost everyone on the planet is participating. From Pinterest boards to TikTok dances to Snapchat filters, social media is a part of our everyday lives and is here to stay. So why not leverage it to boost your business?

Brands targeting Gen Alpha are heading to Roblox – January 22, 2025  

Kidz Bop used to announce new albums on channels like Nickelodeon, airing ads that showed off its latest compilation of teeny-bopper pop songs as its titular kids danced and sang along on the TV screen. While the kids’ music group still makes similar ads, they’re not just targeting younguns during their Saturday morning cartoons anymore. Now, they’re in the metaverse.

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January 2025

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