Influencer marketing has solidified itself as a key strategy for brands. However, in a constantly evolving landscape, traditional approaches are no longer enough. Blue Hour Studios, the social and influencer marketing agency of Horizon Media, has published a report titled “The New Rules of Influence“, redefining best practices in this field.
Below, we explore the most relevant findings and influencer marketing trends that will shape 2025.
What are the key influencer marketing trends for 2025?
According to the study, influencer marketing can no longer rely on traditional metrics like follower counts or audience demographics. Instead, brands need to focus on three key principles:
1. Interests over demographics
The report reveals that an influencer’s connection with their audience’s interests is nearly twice as impactful as traditional demographic matches in driving sales. This reflects a shift towards the so-called “interest graph” on social media. 78% of adults are more likely to buy from brands aligned with their passions, and 85% value interests that transcend age.
2. Views over followers
With social platforms like Instagram and TikTok transforming into the “new TV,” follower count is no longer the main indicator of success. Influencers at all levels (from celebrities to micro-influencers) generate similar purchasing impact. What truly matters is the ability to attract views and drive engagement.
3. Active engagement with algorithms
51.7% of users actively curate their social media algorithms. This means they select the content they consume, “training” their feeds to align with their interests. Influencers who educate, entertain, or provide escapism generate the strongest responses.
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Why are traditional influencer marketing approaches becoming obsolete?
According to Blue Hour Studios, influencer marketing has evolved from being a “nice-to-have” to a strategic necessity, but many brands still use practices from 2015.
The rules in this category have changed, and brands relying on criteria like follower counts or demographic matches risk falling behind.
The study also highlights that random content from influencers can be as impactful, if not more, than other sources in influencing purchase decisions. 80% of consumers agree that this type of content influences them to buy something on social media.
Success metrics in influencer marketing
A key finding of the report is that traditional metrics are being replaced by more sophisticated indicators.
For example, Instagram has indicated that “views and sends per reach” are now the most important metrics across all content types.
Most views now come from users who do not follow the influencer, underscoring the importance of attracting a broader audience.
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What are the implications for brands in 2025?
The shift towards an interest- and view-based approach presents significant opportunities for brands:
- Creating more authentic content: Influencers selected for their shared interests with the audience generate greater engagement.
- Increased effectiveness: Psychographic data-driven strategies outperform those focused exclusively on demographics.
- Reaching new audiences: The shift towards a broader and more diverse audience allows brands to expand their reach.
What does this mean for marketing trends in 2025?
The Blue Hour Studios report confirms that influencer marketing trends in 2025 will be driven by:
- Authenticity as a priority: Brands should partner with influencers who share the same values and passions as their audience.
- Content as the main driver: It’s not about “how big the influencer is,” but “how relevant their content is.”
- Technological evolution: AI-powered tools will allow deeper and more precise analysis of influencer impact.
Influencer marketing in 2025 will be defined by innovative strategies that prioritize authenticity, relevant content, and meaningful connections. Brands adopting these trends will be better positioned to create lasting impacts on their audiences and maximize return on investment.
