Global influencer marketing agency Famesters has released its annual industry report that highlights the changing nature of influencer marketing campaigns.
Titled ‘Influencer Marketing in 2025’, the research examines campaign performance metrics, brand investment patterns, and strategic approaches across multiple social media platforms drawing from campaign data, brand surveys, and platform user statistics.
Key findings show major changes in how brands structure their influencer partnerships, with 63.2% now preferring sustained collaborations over one-time engagements. This represents an increase from 61% in 2023 and 57% in 2022, highlighting a steady move toward longer-term relationships in the creator economy.
Source: Famesters
Scale and Partnership Dynamics
As brands commit to longer-term relationships, they are also expanding their influencer networks.
The research shows 62.4% of brands are now working with more than 10 influencers, up slightly from 60% in 2023. This expansion comes as brands reduce minimal influencer relationships, with those working with 0-10 influencers dropping from 39% in 2023 to 37.6% in 2024.
The data reveals increasingly diverse partnership scales: 19% of brands work with 10-50 influencers, 15.2% maintain relationships with 50-100 influencers, and 13.5% engage with 100-1,000 influencers. A notable 14.7% of brands now collaborate with over 1,000 influencers, marking an increase from 12% in 2023.
Influencer Selection Criteria
As brands expand their influencer networks, selection criteria become increasingly crucial for successful partnerships.
Content production emerges as the primary factor, with 37.1% of brands citing it as their most valued criterion. The research reveals a structured hierarchy of additional selection factors: relationship with the audience (22.9%), content distribution (18.1%), and attribution and tracking (7.5%).
Source: Famesters
This emphasis on content quality aligns with a clear preference for nano influencers, with 44% of brands choosing to work with creators with 1,000-10,000 followers, up from 39% in 2023.
Micro influencers (10,000-100,000 followers) attract 25.7% of brand partnerships, while macro influencers (100,000-1,000,000 followers) account for 17.4% of collaborations.
Performance Measurement and Campaign Objectives
The maturing partnership approaches have prompted changes in how brands measure campaign success.
The majority (54.3%) prioritize views, reach, or impressions as their primary metric, an increase from 49.6% in 2023. While engagement metrics remain important, they show a slight decline, with 23.5% of brands focusing on these measurements compared to 25.5% in 2023.
Source: Famesters
Alongside these metrics, sales tracking has become widespread, with 80% of brands now monitoring sales resulting from influencer marketing campaigns, an increase from 74% in the previous year. Despite this expanded tracking, 22.1% of brands use conversions or sales as their key success indicator, slightly decreasing from 24.9% in 2023.
Platform Strategy and Implementation
These strategic shifts play out differently across social media platforms, with TikTok leading at 68.8% of brand activity, followed by Instagram at 46.7% and Facebook at 27.5%. The platform preferences align with demographic trends, as 69.4% of TikTok users fall between 18 and 34 years old.
Success rates vary by platform and demographic segment. On TikTok, 75% of Gen Z users, 79% of Millennials, and 78% of users over 45 report discovering new consumer packaged goods products more frequently after joining the platform, with corresponding trial rates of 68%, 76%, and 72%, respectively.
Source: Famesters
These findings emerge as the global influencer marketing market reaches $24 billion in 2024, with the research showing that 82.7% of U.S. brands currently employ influencer marketing strategies. This figure is expected to reach 86% by 2025, suggesting that the trend toward strategic, long-term influencer partnerships will continue to shape industry practices.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
Global influencer marketing agency Famesters has released its annual industry report that highlights the changing nature of influencer marketing campaigns.
Titled ‘Influencer Marketing in 2025’, the research examines campaign performance metrics, brand investment patterns, and strategic approaches across multiple social media platforms drawing from campaign data, brand surveys, and platform user statistics.
Key findings show major changes in how brands structure their influencer partnerships, with 63.2% now preferring sustained collaborations over one-time engagements. This represents an increase from 61% in 2023 and 57% in 2022, highlighting a steady move toward longer-term relationships in the creator economy.
Source: Famesters
Scale and Partnership Dynamics
As brands commit to longer-term relationships, they are also expanding their influencer networks.
The research shows 62.4% of brands are now working with more than 10 influencers, up slightly from 60% in 2023. This expansion comes as brands reduce minimal influencer relationships, with those working with 0-10 influencers dropping from 39% in 2023 to 37.6% in 2024.
The data reveals increasingly diverse partnership scales: 19% of brands work with 10-50 influencers, 15.2% maintain relationships with 50-100 influencers, and 13.5% engage with 100-1,000 influencers. A notable 14.7% of brands now collaborate with over 1,000 influencers, marking an increase from 12% in 2023.
Influencer Selection Criteria
As brands expand their influencer networks, selection criteria become increasingly crucial for successful partnerships.
Content production emerges as the primary factor, with 37.1% of brands citing it as their most valued criterion. The research reveals a structured hierarchy of additional selection factors: relationship with the audience (22.9%), content distribution (18.1%), and attribution and tracking (7.5%).
Source: Famesters
This emphasis on content quality aligns with a clear preference for nano influencers, with 44% of brands choosing to work with creators with 1,000-10,000 followers, up from 39% in 2023.
Micro influencers (10,000-100,000 followers) attract 25.7% of brand partnerships, while macro influencers (100,000-1,000,000 followers) account for 17.4% of collaborations.
Performance Measurement and Campaign Objectives
The maturing partnership approaches have prompted changes in how brands measure campaign success.
The majority (54.3%) prioritize views, reach, or impressions as their primary metric, an increase from 49.6% in 2023. While engagement metrics remain important, they show a slight decline, with 23.5% of brands focusing on these measurements compared to 25.5% in 2023.
Source: Famesters
Alongside these metrics, sales tracking has become widespread, with 80% of brands now monitoring sales resulting from influencer marketing campaigns, an increase from 74% in the previous year. Despite this expanded tracking, 22.1% of brands use conversions or sales as their key success indicator, slightly decreasing from 24.9% in 2023.
Platform Strategy and Implementation
These strategic shifts play out differently across social media platforms, with TikTok leading at 68.8% of brand activity, followed by Instagram at 46.7% and Facebook at 27.5%. The platform preferences align with demographic trends, as 69.4% of TikTok users fall between 18 and 34 years old.
Success rates vary by platform and demographic segment. On TikTok, 75% of Gen Z users, 79% of Millennials, and 78% of users over 45 report discovering new consumer packaged goods products more frequently after joining the platform, with corresponding trial rates of 68%, 76%, and 72%, respectively.
Source: Famesters
These findings emerge as the global influencer marketing market reaches $24 billion in 2024, with the research showing that 82.7% of U.S. brands currently employ influencer marketing strategies. This figure is expected to reach 86% by 2025, suggesting that the trend toward strategic, long-term influencer partnerships will continue to shape industry practices.
The full Famesters report is available here.