Influencer Marketing Resources: March 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

How YouTube creators are pitching brands on reaching Gen Z with long-term partnerships – March 31, 2025  

Younger audiences are spending more time with YouTube creators than traditional TV, prompting advertisers to rethink where and how they show up. At Spotter’s inaugural Showcase last week, top creators including MrBeast, Dude Perfect, Kinigra Deon and Rebecca Zamolo laid out how they’re building appointment viewing for Gen Z—and why advertisers should treat them like the new networks.

Sustainability sells: time to make it central to your influencer strategy – March 31, 2025  

Let’s be honest. At first glance, influencer marketing doesn’t exactly scream ‘sustainable’. But that doesn’t mean it can’t be. In this article, Sadé Weeden, influencer marketing executive at Awin, shares her insights on running influencer campaigns that put sustainability front and center. Read on to discover how, with the right approach, sustainability and influencer marketing can not only coexist – but thrive together.

Best Influencer Marketing Strategies for Packaged Food Brands – March 30, 2025  

Influencer marketing in the packaged foods sector is no longer just a trend—it’s a full-on marketing revolution. With global influencer marketing set to hit a record-breaking $32.55 billion this year, brands are tapping into the massive power of influencers to boost engagement, increase sales, and build lasting connections with consumers.

Best Influencer Marketing Strategies for Restaurants & Cafes – March 29, 2025  

In the fast-paced world of food and drinks, standing out isn’t just about having the tastiest dish on the menu—it’s about having your brand be seen and heard in all the right places. Enter influencer marketing: a medium that’s not just a trend, but a must for restaurants and cafes looking to engage younger crowds and amplify their brand presence. With 70% of Millennials and Gen Z increasingly making dining choices based on influencer recommendations, it’s no surprise that the influencer marketing industry is on a serious growth spurt.

Best Influencer Marketing Strategies for Fitness & Nutrition Brands – March 29, 2025  

Influencer marketing in the Fitness & Nutrition world isn’t just riding the wave—it’s creating a tidal wave of change. With the influencer market projected to soar to $32.55 billion by the end of 2025, it’s clear that brands are doubling down on influencer partnerships to connect with today’s health-conscious consumers. Just look at how Gymshark and Alo Yoga have flipped the script on traditional fitness apparel giants like Nike and Adidas.

Influencer Marketers: Don’t Underestimate the Power of TikTok Shop – March 28, 2025  

TikTok Shop has often been an overlooked contender in the e-commerce industry, yet it has the potential to wield the most power of any social media store. The platform has made it easier than ever for influencers to market products by simply adding a button to sponsored videos, which takes you straight to the product page. Users no longer need to leave the app to make purchases. TikTok Shop should be an integral part of any influencer marketing strategy, since the social commerce market in the UK is projected to grow to more than double and reach £16 billion by 2028.

Influencer Marketing: The Social Media Platforms That Wield The Most Purchases – March 28, 2025  

Influencer marketing continues to gain momentum as social media becomes an increasingly powerful force in consumer decision-making. New CivicScience data reveals that 20% of U.S. adults have purchased a product or service based on an influencer or blogger’s recommendation – a significant jump from 2020, when only 13% reported doing so. Additionally, the percentage of Americans who follow at least one content creator has increased since 2023, from 41% to 43% today. With its growing influence on consumer behavior, CivicScience explored the evolving role of influencer marketing and its impact today.

Why Big-Name Influencers Are Losing Power — and Micro-Influencers Are Taking Over – March 28, 2025  

Micro-influencers are reshaping digital marketing by offering brands higher engagement, authenticity and cost-effective reach compared to traditional celebrity endorsements. Celebrities endorsing products have long been a cornerstone of the marketing world, driven by the simple fact that people trust familiar faces. A well-known name attached to a product has historically provided businesses with instant credibility, recognition and reach. However, with the rise of social media, this dynamic has significantly evolved, paving the way for a new breed of influencers who wield substantial power over consumer decisions.

Survey: Creators are seeking greater transparency in brand deals – March 28, 2025  

Turns out, many creators want to be more than just mouthpieces. They want to be marketers. But a recent survey from influencer marketing agency Influencer, which sampled 500 creators primarily from the UK and North America, found that there are plenty of perception gaps that exist between brands and creators, including beliefs around how involved creators can or want to be in the marketing process.

Influencer marketing surges: Here’s what the numbers say – March 28, 2025  

In 2025, 59% of marketers plan to partner with more influencers compared to 2024 as consumers explore new social media platforms, per Sprout Social. Influencer marketing continues to grow in popularity, with 59% of marketers reporting they plan to partner with more influencers this year compared to 2024. Only 37% plan on partnering with the same number, according to data from Sprout Social. While marketers are increasing their investments in influencer marketing, rapid changes in the social media landscape raise questions on effective strategies for implementation.

B2B Influencer Marketing Social Media, Video, Events, and AI Are Driving Trust and Engagement – March 27, 2025  

B2B influencer marketing is transforming digital strategies. Micro-influencers, video content, and events are reshaping engagement, while AI-powered analytics are optimizing influencer ROI. Learn how brands are leveraging trust, credibility, and data-driven insights to stay ahead.

The creator economy: Making dollars and sense out of social partnerships – March 27, 2025  

Remember a few years ago when op-eds used to claim influencer marketing was a fad? Fortunately for influencers, creators and brands, that turned out to be completely wrong. Consumers proved with their loyalty, engagement and purchasing power that influencer marketing is here for the long-haul. Today, the creator economy is worth $250 billion (yes, that’s billion with a “b”). By 2027, that figure is expected to balloon to $500 billion. Once a small-but-mighty phenomenon, the creator economy has transformed into a full-fledged force—reshaping everything from how we consume content, to the relationships between audiences and brands.

YouTube Shorts Added to Google: The Rise in Social Search Is Changing Influencer Marketing – March 26, 2025  

With the recent integration of YouTube Shorts into Google search desktop results, a unique opportunity has emerged for influencer marketers to harness the power of social search. YouTube Shorts, YouTube’s own short-form video platform, seems like the perfect answer not only to level out the TikTok and Instagram Reels playing field, but also to solidify Google’s search engine status.

How UGC creators are transforming influencer marketing – March 25, 2025  

Leaders from Creator and Gen3 Marketing joined Ad Age’s NextGen Summit to discuss how user-generated content, AI and social search are reshaping brand strategies. Brands are no longer partnering with influencers purely for social engagement; they’re making influencer content an essential component of their top-of-funnel strategy to drive brand awareness and growth.

How influencers and politicians built an unregulated supplement empire – March 24, 2025  

If you search social media for workout tips or healthy meal ideas, you’ll likely be bombarded with ads for supplements. “Bloom will boost your energy and make your skin glow,” “AG1 Athletic Greens will fill any gaps in your diet,” “Magnesium will improve your mood and your sleep,” “Lion’s mane will enhance your memory,” and somehow, all of them promise to increase cognitive function. Influencers are quick to assure us: “You can’t trust anyone when they talk about supplements, but you can trust me.”

How to Measure Influencer Campaigns Effectively in 2025 – March 23, 2025  

As the influencer marketing landscape has evolved, marketers are getting better at measuring the impact of their influencer partnerships. In fact, 70% of marketers now measure the ROI of their influencer marketing, according to our State of Influencer Marketing Benchmark Report. However, while there’s a significant drop in the number of marketers struggling with campaign measurement, 13.6% still face this challenge.

The Shape of the Influencer Economy – March 15, 2025  

In Episode 5 of The Media Room, media expert and author Vanita Kohli-Khandekar speaks to 2 experts, Harikrishnan Pillai co-founder and chief executive officer of digital marketing agency The Small Big Idea as well as Kalyan Kumar, co-founder and CEO of influencer marketing platform KlugKlug. They discuss the influencer economy, how marketing campaigns utilise influencers, the duopoly of Meta and Google, breaking down parameters and levels within the ecosystem and the effect of recent events on current trends. Tune in for insights on how brands view influencers and how they capitalise on their influence.

Why Is Unilever’s CEO Fernando Fernandez Investing In Influencers? – March 13, 2025  

Unilever believes influencer marketing will accelerate growth in a competitive market. Under new CEO Fernando Fernandez, the FMCG giant intends to spend 50% of its media budget on social channels and will increase influencer marketing investment twentyfold. His vision? “Desire at scale.” Instead of relying solely on traditional brand messaging, Unilever is making creators a key driver of its marketing efforts, signaling a new era in how brands leverage influence.

50% of Unilever’s ad spend will go to social media. Will an influencer-first strategy work? – March 13, 2025  

In a major strategic pivot, its new CEO says it’ll spend half of its media dollars on social channels and work with 20x more creators. Here’s why the move makes sense. In a shock leadership change last month, Hein Schumacher stepped down after less than two years as chief executive of Unilever, to be replaced by Fernando Fernandez, an Argentine executive with almost four decades at the conglomerate.

Creators and influencers on edge about Meta’s reported Reels spin-off – March 11, 2025  

Meta’s plan to potentially spin Instagram Reels into a standalone video app has sparked excitement among creators and influencer marketers — but also concerns that the move could disrupt creators’ brand partnerships on Instagram.

How cult brands like Crocs, Southwest see influencer marketing evolving – March 10, 2025  

AUSTIN, TEXAS — Influencers have long played a role in brands’ bids at relevance with young consumers. What happens when they climb to the top of the strategy agenda? Executives speaking at South by Southwest (SXSW) over the weekend detailed how influencer marketing is expanding to impact everything from campaign casting decisions to experiments with new shoppable ad formats. Looking ahead, some see the potential for the tactic to command a greater share of budgets once reserved for more conventional forms of advertising — the latest sign that industry decision-makers are shifting to a social-first mindset as channels like linear TV decline and Gen Z’s career aspirations turn further toward internet stardom.

Influencer Marketing Is Busting Through The Walls Of Social Media – March 10, 2025  

As influencer marketing rose to fame over the last decade, it’s gone through several stages of maturity. Influencer marketing 1.0 was fairly simple and straightforward. Brands worked with people with social media followings to post about the brand. That content reached the creator’s audience, and their following was a predictable signal of reach.

Brands hire Gen X and boomer influencers as the ‘power of the silver influencer’ rises – March 7, 2025  

When you think of influencer marketing, you typically picture brands working with a younger creator to target Gen Z (ages 13-28) or Gen Alpha (up to 12 years old). That’s not always the case. As the influencer marketing space and creator economy continues to grow, so-called silver influencers, or creators from Gen X (45-60 years old) and boomer generations (ages 61-79) are increasingly catching marketers’ attention.

From Marketplaces to Community Power: 2025 Rules of Influencer Marketing – March 7, 2025  

I also got the ultimate insight toolkit: top platforms, key metrics, and tips based on my XP as a Creative Director at an influencer marketing agency AAA Agency — why kick off your campaign 3-6 months early? why you shouldn’t be writing the script for the influencer? and more secret sauce for marketers.

Uncovered Industry Gems at Creator Economy Live 2025 – March 6, 2025  

The creator economy is thriving and on track to become a $500 billion industry by 2027, making it more important than ever for brands and creators to stand out from the pack. At the third-ever Creator Economy Live conference in Las Vegas, industry leaders – brands, marketers, platforms/tools and creators – uncovered some invaluable insights and growing trends to help them do just that. Spoiler alert – our favorite buzz word ‘authenticity’ is just the tip of the iceberg. From platform strategy (hint: LinkedIn is that girl!) to community engagement (real-time interaction continues to be king), here are five gems we uncovered during the conference that can help both brands and creators navigate and excel in this ever-evolving space.

Olipop is Worth $1.8 Billion. Here’s Its Influencer Marketing Strategy, Which Can Work for Any Brand – March 5, 2025  

Most small businesses look at influencer marketing and assume it’s out of reach. They’re wrong. “People assume influencer marketing is all about cash deals,” says Steven Vigilante, director of strategic partnerships at the soda brand Olipop. “But some of our best partnerships started with a free sample and a conversation.”

How creator partnerships go beyond awareness and conversions to fuel advocacy – March 5, 2025  

While brands see creators as a safe bet to boost awareness or drive conversions, they’re missing something. Analyzing influencer campaigns from 2024 uncovered an intriguing trend: that much of the industry isn’t necessarily utilizing or thinking about influencers in the most beneficial way. They’re overlooking the true superpower at their fingertips: influence.

Why More Influencers Are Turning to LTK – March 3, 2025  

Affiliate marketing has been around for decades, but it’s undergoing a major shift. LTK (formerly known as LikeToKnowIt) is aiming to revolutionise how creators monetise their influence, positioning itself as the AdSense of affiliate marketing.

DICK’S Varsity Program Goes Public, Influencers Able To Apply – February 28, 2025  

The Varsity Team influencer program, once limited to internal employees at DICK’s Sporting Goods, recently opened to the public for the first time with an “open call” for influencers. Sports enthusiasts and content creators with no prior association with DICK’s were eligible to apply—with a select few set to receive benefits like athlete mentorship, paid contracts, and brand exclusives. DICK’s opened the program to prioritize user-generated content (UGC) as the brand searches for authentic stories from sports enthusiasts.

How Gen Z teens are becoming social influencers against gun violence – February 26, 2025  

Students are getting and sharing the message that they’re safer without guns. On March 22, 2012, I got a Facebook message with a simple call to action: “Today, walkout, 1st lunch, justice for Trayvon.”

Pharma

The new rules for pharma marketing influencers = authenticity over audience – February 14, 2025  

The days of the Kardashian celebrity influencers are waning in pharma and health care marketing. Not exactly literally—although Kim and Khloe Kardashian were once high-profile influencers for drug brands Diclegis and Nurtec, respectively—but in general, celebrity influencers with million-plus social media audiences are not as sought after, or effective, as micro-influencers and content creators today.

Healthcare

Best Influencer Campaigns for Medical Devices and Health Services – March 23, 2025  

Influencer marketing has moved from “let’s get a celebrity” to “let’s get a trusted expert who knows their stuff.” And in the Medical Devices & Services sector, it’s booming like a TikTok trend gone viral. With the global influencer marketing market expected to hit a whopping $32.55 billion in 2025, and with over 80% of marketers stating its effectiveness in modern digital marketing, it’s clear that something big is happening here. This surge isn’t just about posting pretty pictures; it’s about the tech behind the scenes, like AI and machine learning, optimizing everything from influencer discovery to campaign success.

Social News

Reddit Shares Data on Rising Women’s Health Discussion in the App – March 30, 2025  

Reddit has shared some new insight into the rise of women’s health discussion in the app, and the broader benefits of such across various Reddit communities. In conjunction with Weber Shandwick, Reddit recently looked at the scope of women’s health engagement across the app, and found that overall discussion about women’s health increased by 37% between 2023 and 2024.

Instagram Launches Schools Partnership Program To Protect Teens – March 25, 2025  

As part of its broader effort to keep young users safe within its apps, and reduce instances of cyberbullying, Instagram has announced a new schools partnership program, which is designed to help teachers and educators report potential safety issues directly to Instagram.

28 TikTok statistics marketers need to know in 2025 – March 24, 2025  

TikTok’s growth is unlike any other platform, consistently breaking records when it comes to usage, engagement and ad performance. While the app isn’t without its challenges, recent social media statistics highlight that TikTok is still a marketing powerhouse for brands of all shapes and sizes. And the app’s momentum isn’t slowing down anytime soon. In this post, we dig into key TikTok statistics that marketers should know and how you can use them to inform your TikTok strategy.

Instagram Experiments With AI-Generated Comments on Posts – March 16, 2025  

I can’t imagine why anybody would want this, nor why Meta thinks that anyone would want it, while I also can’t see it having an overall positive impact on social media interaction. But… Apparently, Instagram is now experimenting with AI-generated comments on posts, so you don’t even have to come up with an opinion, or an original thought of your own, in order to respond to an update.

Oracle Emerges as Most Likely Partner for US TikTok Deal – March 13, 2025  

A quick update on the TikTok U.S. saga: In what will be a surprise to absolutely no one, Oracle is firming as the favorite to establish a partnership deal that would enable TikTok to keep running in the U.S., according to latest reports.

Facebook Adds Stories to Its Creator Monetization Program – March 13, 2025  

Facebook has announced that it’s adding Facebook Stories into its creator monetization program, which will give creators another way to earn money in the app. Last year, Facebook merged its in-stream ads and performance bonus programs into one scheme, in order to simplify its creator monetization process. That means that creators posting videos, Reels, photos and text posts now only have to opt in to a single initiative to make money from their content.

Meta Invites More Advertisers To Link Their Google Analytics Account – March 13, 2025  

After working on its integration with Google Analytics over the last year, Meta is now inviting more ad account managers to link their Google Analytics data into Meta’s system, in order to feed in more traffic insights to help improve ad performance.

Bluesky Adds Longer Videos, DM Requests Folder – March 12, 2025  

Open source Twitter-clone app Bluesky has announced its latest app update, with longer videos, a new chat requests filter, and additional language translation options.

TikTok Shares New Report on Its Impact on the US Economy – March 11, 2025  

As TikTok continues to fight for its life in the U.S., the platform has today outlined the economic benefits that it’s delivered for the nation, with expanded data showing that TikTok exposure is connected to over 28 million American jobs.

TikTok Rolls Out More Teen Safety Elements – March 11, 2025  

TikTok’s rolling out some new tools to help parents manage their kids’ use of the app, and ensure that they are indeed taking breaks from TikTok’s addictive, never-ending ‘For You’ feed.

TikTok Provides Tips on Creating Engaging Photo Posts – March 9, 2025  

Looking for more ways to engage your TikTok followers? Maybe still image posts could be worth trying, and to help with this, TikTok recently published an overview of its still image posts, and how you can use them to best effect.

US TikTok Negotiations Stall With Only a Month Left To Arrange a Deal – March 6, 2025  

Checking in on the U.S. TikTok situation, and with a month to go before the platform’s 75-day negotiation window closes, things don’t exactly look great.

TikTok Sets Deadline for the Switch to Its Creative Suite – February 27, 2025  

TikTok One, which was originally announced at its “TikTok World” event last May, will provide a more centralized home for all of TikTok’s creative tools, including analytics, campaign creation, Creative Challenges, and more. Which also includes its current Creator Marketplace, TikTok’s discovery tool that connects creators with brands.

Instagram Provides Tips on How To Maximize Content Recommendations – February 26, 2025  

Instagram has provided an update on its effort to maximize exposure potential for smaller creators, which it says has now resulted in significantly more opportunities for creators to reach a broader, more focused audience in the app.

Instagram May Be Exploring a Separate Reels App – February 26, 2025  

That’s apparently what Instagram is currently weighing, according to a new report from The Information, which suggests that Instagram chief Adam Mosseri recently floated the concept of a separate Reels app to IG staff.

Instagram Explains How Its Algorithm Weighs Time Spent Watching Longer Clips – February 25, 2025  

Instagram chief Adam Mosseri has provided some more insight into how its content algorithm measures watch time as a percentage of a video, as opposed to a binary count.

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