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Influencer Marketing Industry Resources
Influencers are taking over the marketing industry – June 16, 2025
For the first time, ad revenue from user-generated content and platforms will exceed the amount earned from professionally produced content this year, according to WPP Media’s global president of business intelligence.
Big Brands Are Spending More on Influencer Marketing – June 15, 2025
Influencer marketing budgets are growing, as more and more brands look to tap into the popularity of online creators to boost their branding efforts. Because these days, big-name YouTubers and TikTok stars are just as recognizable as TV and film actors, while there are also many niche-specific influencers offering more specialized reach, as well as platform-specific creative nous, which can help to drive your messaging with just the right audience.
Why Kerrygold’s Butter-Themed Influencer Trip Went Viral on TikTok – June 13, 2025
Kerrygold’s recent brand trip proves influencer trips are still a way to generate positive buzz. In the past couple of years, influencer brand trips have seemingly fallen out of favor with consumers. If a brand trip stirs negative conversation across social media, marketers face backlash for being out of touch and showing a gross display of wealth. But Kerrygold’s latest brand trip is evidence that doesn’t have to be the case.
Move over, Becks. It’s time to make room for the nano-influencers – June 13, 2025
Celebrity endorsements from the likes of David Beckham used to be the holy grail of marketing. Not anymore, says Annie Johnson at Cygnus – authenticity is now king. Once upon a time, influencer marketing was all about star power. From David Beckham sipping soft drinks (Becks loves a brand deal) to supermodels fronting luxury perfume ads. Brands turned to celebrity clout to sell products. The formula was simple: big names + big budgets = big impact. But the world has changed – and so has the way we connect with brands. In 2025, fame is no longer the golden ticket. Trust is.
The ultimate guide to Instagram influencer marketing in 2025 – June 12, 2025
Instagram is one of the original social media networks for influencer marketing, and it’s still a highly impactful platform for marketers today. With uncertainty surrounding other networks and saturated feeds, partnering with creators is no longer optional—it’s how brands break through the noise and authentically tap into trends.
The Rise of B2B Influencers on LinkedIn – June 12, 2025
Influencer marketing has made its way into the B2B playbook, transforming how brands build trust and connect with buyers. Brands are increasingly relying on creator-led content to leverage trust and credibility with buyers. As a result, B2B buyers are turning to digital communities for clarity, credibility and insights that speak directly to their industry concerns. In a professional context, 59% of B2B buyers saying they consume creator content on LinkedIn— more than on any other platform.
Always-On Influencer Programs: Rolling Brief Framework for 12-Month Partnerships – June 10, 2025
Many creators lament overly prescriptive briefs that stifle their unique voice, yet brands worry that too little direction risks off-brand content. A clear pattern emerges: rigid, short-term campaigns struggle to keep pace with shifting platform trends and audience expectations. Brand-influencer collaboration insights reveal that when influencers “follow a brief word for word,” engagement plummets, whereas long-term collaborations empower creators to iterate and build trust.
Starbucks is hiring full-time content creators to travel the world and post on social media – June 10, 2025
Here’s a dream job for chronically online coffee lovers: Starbucks is hiring two full-time content creators for a 12-month gig posting content at Starbucks locations around the world. The role, aptly titled “global coffee creator,” involves traveling to between 10 and 15 Starbucks locations, from Milan to Costa Rica, and capturing “the local culture, community, and atmosphere surrounding each Starbucks location,” according to the job description.
Avoiding Creative Bottlenecks in Influencer Collabs: 10 Mistakes Brands Make – June 10, 2025
Are you still asking influencers for long “About Me” decks instead of watching their latest TikToks? Do you find yourself scrambling to answer last-minute edits and chasing late payments? Nowadays, brands and agencies repeatedly fall into the same traps: neglecting real-time content audits, burying pricing in dense text, and treating video creation as a one-off task rather than a structured process.
B2B marketing, effectiveness, influencers: 5 interesting stats to start your week – June 9, 2025
Almost two-thirds of B2B marketers say their marketing strategy is “incomplete” without influencers. While B2B marketers may have been slower to embrace influencer marketing than their B2C counterparts, working with creators is now a core element of their marketing plans. According to new data from LinkedIn, 94% of the 3,000 B2B marketers it surveyed globally say influencer marketing is among their most effective strategies to achieve direct sales.
How To Avoid The Seven Deadly Sins Of Influencer Marketing – June 9, 2025
You’ve heard of the seven deadly sins: pride, greed, wrath, envy, lust, gluttony and sloth. It’s easy for both influencers and brands to fall prey to them because of the nature of social media, where instant gratification is prized and comparison is frequent. For influencers, giving in to the seven deadly sins can mean cutting into their livelihood because it impacts their audience relationships and brands’ desire to work with them. Brands can also be tempted, which can impact their following and credibility. My agency has advised content creators and brand representatives on avoiding these pitfalls and making the most of their influencer marketing efforts.
Five Shifts In Influencer Marketing Reshaping Business Strategy – June 9, 2025
Once a space dominated by bloggers, influencer marketing has evolved into a multi-billion-dollar industry that dictates how brands connect with consumers across global markets. While Millennials and Gen Z have been the driving force behind this shift, the impact now extends beyond younger demographics, influencing purchasing decisions across all age groups.
Danone Is Redefining the Influencer Marketing Playbook – June 6, 2025
At a time when culture moves quickly and content is ubiquitous, Danone is redefining the marketing playbook along with Linqia, its agency of record and one of the largest influencer agencies in the world. Linqia’s chief strategy officer, Keith Bendes, sat down with Danone’s chief marketing officer, Linda Bethea, and executive creative director, Eric Flinn, at ADWEEK’s 2025 Social Media Week in May to discuss their ever-evolving marketing strategy and philosophy.
Most Influencers Use AI to Create Content but Consumers Are Skeptical – June 5, 2025
The vast majority of influencers are using artificial intelligence but consumers want influencers to be transparent about how the technology is being used, according to new research commissioned by survey company Typeform.
What to know before you start your B2B influencer campaign – June 5, 2025
If you think about B2B influencers at all, you might think of large-scale accounts with crossover appeal like Corporate Natalie. But in the emerging world of content creators who specialize in appealing to white collar professionals, small accounts can pay big dividends – especially for those just getting involved in the space.
Google Tests AI Versions of High-Profile Influencers – June 5, 2025
The implementation of gen AI seems to get weirder and weirder, while we’re continually told about how valuable and useful such experiences will become.
Most B2B marketers say influencer marketing one of ‘most effective strategies’ – June 4, 2025
While B2B marketers may have been slower to embrace influencer marketing than their consumer-focused counterparts, working with creators is now a core element of their marketing plans. According to new data from LinkedIn, 94% of 3,000 B2B marketers globally say influencer marketing is among their most effective strategies to achieve direct sales.
How Dove’s first creator-led campaign paves way forward for Unilever – June 4, 2025
Just days after becoming CEO of Unilever in March, Fernando Fernandez made waves by discussing plans to move to a social-first advertising strategy, shifting 50% of ad spend to the channel and looking to work with 20 times as many influencers. Even as social media remains one of the fastest growing marketing channels across the industry this year, it was a bold statement.
How Influencer Marketing Is Rewiring The Consumer Journey – June 4, 2025
The way consumers shop today looks nothing like it did a decade ago. Gone are the days when a flashy TV commercial or a celebrity endorsement could drive meaningful sales. Now, purchasing decisions happen in comment sections, Instagram DMs, YouTube reviews and, increasingly, at immersive brand experiences. Influencer marketing isn’t just a trend; it’s fundamentally reshaping the path from discovery to purchase, creating a new, symbiotic relationship between digital content and real-world connection.
16 Strategies For Boosting Company Marketing With Influencers – June 4, 2025
No marketing strategy today is complete without a social media component. As social media continues to be a major way companies reach their target audiences, influencer-infused marketing campaigns for new products and services will become much more common. However, companies would be remiss to assume that simply partnering with a popular influencer is enough to sway consumers to purchase. Below, 16 Forbes Business Council members share how companies can effectively leverage influencers in their marketing while ensuring it feels genuine and natural to their customers.
How This Influencer Strategy Drove Growth in a Down Market – June 3, 2025
There comes a time in every company’s existence when “a board asks the brand marketer to validate their existence,” Matt Kerbel, Turo’s global brand strategy director, says. At the San Francisco-based car rental service, that time came last year. According to Kerbel, most marketers in this position argue that their work is hard—or even impossible—to measure. But in his opinion, that’s a myth.
Creative Freedom vs Brand Guardrails: Finding the Sweet Spot in Your Influencer Brief – June 2, 2025
How much freedom should influencers really have—and where should brands draw the line? That’s the recurring tension in today’s brand collaborations. Creators want to “just do you,” but they also recognize that ignoring a brief can cost them future deals.
Social News
YouTube Offers Expanded Monetization Avenues for Educational Content – June 15, 2025
YouTube’s added another revenue opportunity for creators, with its “Player for Education” program giving creators a share of any revenue earned when their content is embedded as part of a schools initiative. That could be a big boost for certain creators who make videos that include an educational element, and could lead to more educational content creators coming to the app.
Snapchat Adds New Creator Tools, Updated Analytics Elements – June 12, 2025
Snapchat’s rolling out some new ways to make more use of your Snap content, along with some additional analytics elements to help creators improve their in-app performance.
Meta Says Link Posts on Threads Are Seeing Better Performance – June 8, 2025
According to Instagram chief Adam Mosseri, the Threads team has been working to improve the reach of links in the app, with a view to encouraging more publishers and creators to post to the app.
Instagram Says Trial Reels Have Helped Creators Significantly Increase Reach – June 8, 2025
Instagram’s trial Reels have been available for just on six months now, and IG is keen to get more creators trying out its audience sampling feature, in order to help boost content performance.
LinkedIn Shares Video Posting Best Practices – June 5, 2025
Video view time in the app has increased by 36% year-over-year, while video content now generates 1.4x more engagement than other post types.
Instagram Announces Latest Updates for Edits App, Including More Transition Effects – June 3, 2025
Instagram continues to roll out more updates for its new Edits app, with another set of new creative tools now available in the video customization platform.
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Influencer Marketing Resources: May 2025
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Influencer Marketing Resources: March 2025