Zeno Thinks: 2025 Predictions for Influencer Marketing

Let’s face it: the influencer landscape never sits still. When you think you’ve cracked the code, something new comes along to mix things up. 

So, what does 2025 hold for the world of influencer marketing? Based on what we’re seeing in the industry, here’s what we predict:

1. The Rise of Creators as Consultants

In 2025, we anticipate that brands won’t just pay creators to pose with products; they’ll pay them to share valuable insights about their audience, their niche, and the content that resonates the best.

Enter the “Creator Director”—a new role where influencers go beyond content creation to consult on strategy. We’re already seeing brands realise that creators bring a deep understanding of their audiences, platform algorithms, and niche trends, so this formalised partnership makes sense.

We believe brands will increasingly recognise creators not just as content engines, but as valuable strategic partners. And yes, creators will charge for this expertise.

2. “Creator-tainment” on YouTube 

Based on current trends, 2025 is ushering in the second golden age of YouTube. 

The platform is now positioned as a serious competitor to streaming giants like Netflix, with audiences treating YouTube as their go-to for quick clips and binge-worthy series (those under 35 now spend 80% of their YouTube watch time on their connected TVs). The platform has become the hub of what I’m dubbing “creator-tainment”. 

The platform is actively encouraging creators to think beyond the traditional quick formats and develop original shows - think Chicken Shop Date, Hot Ones, even Recess Therapy. These episodic forms of ‘creator-tainment’ are becoming bingeable series in themselves. 

To succeed here, brands need to focus on producing episodic, high-quality content that keeps audiences coming back for more. The best example of this is Foot Asylum’s Locked In series. Modeled after classic reality TV shows like Big Brother, this bingeable, reality-style show has become a cultural touchstone, pulling in viewers and establishing Foot Asylum’s brand identity within popular culture. Locked In demonstrates how episodic content can build loyal audiences who see the brand as more than just a logo, but a source of genuine entertainment. It also has creators chomping at the bit to work with Foot Asylum, which isn’t a bad position to be in for brands. 

We’re predicting that brands who invest in long-term, bingeable series with strong storylines and dedicated production budgets will find themselves thriving in YouTube’s new golden age. 

3. Fearless, Authentic Content

If there’s one big takeaway for 2025, it’s that audiences crave real, unfiltered content. They want creators who show up as themselves—not reading a script or pushing a brand agenda. This means letting creators do what they do best: create. Brands like Oatly and Marc Jacobs are already embracing this, leaning into what’s “weird and wonderful” and finding huge success by trusting their creators completely.

A perfect example? Oatly’s partnership with Joseph’s Machines, a quirky creator whose chain-reaction video pulled in a staggering 80 million organic views on TikTok—before they even touched paid promotion. It’s not about controlling the message; it’s about trusting the creator’s unique perspective.

When creator Andrea Valls’ “milk breakup” sketch went viral, Oatly didn’t miss a beat. They collaborated with her on a follow-up video that was conceived, produced, and live within 48 hours. That’s agility paired with serious creative trust.

Brands like Oatly and Marc Jacobs know the magic happens when they empower creators to take the reins, resulting in content that feels authentic, engaging, and genuinely worth watching.

4. The Death of the Follower

Here’s one that might surprise you: follower count is on the way out. 

We’re predicting that in 2025, follower numbers won’t carry the same weight they once did. Instead, the focus will be on genuine engagement, loyalty, and connection. This shift is driven by the rise of platforms like Substack and Discord, where creators build loyal communities and invest in subscribers as invested (sometimes paid) members, not just numbers, who they craft high-quality content for.  

In short, we expect follower count to be dethroned as a key metric, with brands looking more at loyalty, community, and authentic engagement.

5. Creating Dedicated, Algorithm-Free Communities 

With algorithm fatigue setting in, audiences are gravitating to spaces where relationships feel real. 

This is why community is everything right now, and it’s only going to grow in importance in 2025. As people tire of algorithms, platforms like Substack, Instagram broadcast channels, and Discord are changing how brands and creators connect with their audiences. Substack, especially, is giving creators a way to reach their followers directly—no algorithms involved—building real loyalty and engagement. This means engagement is higher because audiences are actively opting in. 

Substack’s focus on long-form, subscriber-supported content is drawing in creators and audiences who are looking for real value and genuine connections. This shift is huge for brands, offering a way to build trust through ongoing, meaningful conversations instead of relying on mass, algorithm-driven reach.

6. Making Campaigns Work Smarter It’s no secret that AI is transforming marketing, and creator campaigns are no exception. By 2025, we predict brands will be leveraging AI-driven tools to streamline campaign management, optimize distribution, and refine targeting. These tools are already automating repetitive tasks like tagging and rights management, freeing brands to focus on creativity.

While AI helps refine strategy, creative intuition remains essential. Real-time insights can guide posting times, formats, and target audiences to ensure impact, but the human element is still what makes campaigns meaningful.

How do brands stay ahead in 2025’s evolving landscape? 

• Experiment beyond algorithm-driven platforms. Focus on community-oriented spaces like YouTube & Substack where creators build loyal audiences through long-form, original content.
• Embrace long-form storytelling and collaborate on series or episodic content that fosters a stronger, lasting connection with viewers and creators. 
• Give creators the freedom and trust to share your brand’s story in their voice, boosting credibility and resonance with their audience.
• Enlist AI and advanced tools to track campaign performance and cultivate scalable, long-term partnerships.

In 2025, the brands and creators who can adapt to these shifts—and who aren’t afraid to take some creative risks — will be the ones who thrive.