New platforms, rising expectations, and mounting pressure to prove results are defining influencer marketing in 2025.
To help you navigate this landscape, Later analyzed over 2,500 campaigns and surveyed 214 U.S. senior marketers and 1,000+ creators to uncover what drives ROI—and how brands can build partnerships that truly perform.
Here are the key insights to guide your strategy.
Engagement is Up—but So Are Expectations
Influencer marketing has moved beyond awareness. In 2025, performance metrics like saves, shares, site visits, and sales are in the spotlight.
This shift impacts creator pricing. CPMs are increasing, especially among micro and mid-tier influencers, as brands demand polished content, strong results, and extended usage rights.
Key stat: Micro and mid-tier creators deliver the best engagement-to-cost ratio across most industries.
What to do: Budget strategically. Instead of focusing only on follower count, align spending with platform goals. Micro creators often combine creativity, professionalism, and audience trust.
Not All Platforms Perform Equally
Instagram Reels and TikTok remain dominant for reach, but YouTube and Pinterest are gaining traction with evergreen, long-form content. Facebook continues to deliver value in local communities and niche segments, especially when paired with Meta ads.
Top performers by use case:
- TikTok: Fast discovery and trends
- Instagram: Lifestyle and visual storytelling
- Pinterest: Decor, parenting, and seasonal content
- YouTube: Tutorials and trust-building
Tip: Pair short-term visibility on platforms like TikTok with the long-term searchability of Pinterest to support every stage of the customer journey.
Creators Are Evolving as Business Partners
Creators are no longer just content producers. Many work across multiple platforms, negotiate bundled deals and exclusivity, and expect performance incentives.
Key stat: 39% of creators research online to determine their value, while 35% connect with other creators for insights.
What to do: Lead with trust and transparency. Offer clear rates, respect creative freedom, and treat creators as strategic partners to unlock their best work.
Tier Strategy Matters More Than Ever
Follower count alone doesn’t predict success. Brands are matching creator tiers to campaign objectives: nano and micro for niche engagement, mid-tier for scalable content, macro and mega for broad awareness.
Data highlight: In 2025, 73% of brands plan to work with micro- and mid-tier creators because they deliver higher engagement at lower costs. This approach also makes it easier to sustain long-term partnerships.
Pro tip: Use a tiered creator mix to balance reach, engagement, and ROI.
Long-Term Relationships Drive Better ROI
One-off campaigns are declining. The most effective programs invest in long-term relationships through ambassador programs, retainer agreements, and repeat collaborations.
What to do: Prioritize retention over constantly recruiting new creators. Familiarity with your brand leads to stronger content, smoother workflows, and more consistent results.
The Takeaway
Better data leads to better decisions. Whether you’re refining your creator mix, testing new platforms, or planning budgets, these benchmarks provide the context you need to lead your influencer marketing program with confidence.
