The influencer marketing industry is shifting beyond mere reach metrics toward deeper audience connections, according to a new report from Julius by Triller.
The “Emerging Trends 2025” analysis identifies four key developments reshaping how brands and creators collaborate in the sector:
Trust Emerges as Foundation for Effective Partnerships
Consumer confidence in influencers continues to grow, with trust levels rising from 51% in 2019 to 61% in 2023, according to data cited from Market.Us Scoop.
This pattern is reinforced by research showing that 92% of consumers trust recommendations from influencers more than traditional advertisements or celebrity endorsements.
The report emphasizes the importance of genuine storytelling in building credibility. Brands that collaborate with creators who maintain honest relationships with their audiences see enhanced engagement, as 71% of consumers report they are more likely to make purchases based on social media recommendations from trustworthy influencers.
This change has particular implications for demographic targeting, with the report noting that 50% of Millennials trust influencers for product recommendations, compared to 38% who trust traditional celebrities.
Micro and Nano Creators Deliver Outsized Impact
While large-scale influencers offer extensive reach, the report highlights that smaller creators often generate stronger engagement.
Nano-creators (1k-10k followers) achieve engagement rates as high as 7%, while micro-creators (10k-100k followers) maintain around 3%, according to data from StarsandStories.
On Instagram specifically, micro-creators average a 1.22% engagement rate, marginally higher than the 1.06% rate for accounts exceeding 100,000 followers, as reported by Influencer Marketing Hub.
The cost structure for these partnerships also presents advantages for marketers. The Harvard Business Review is cited as finding that nano-creators yield an average return of more than $1,000 on a $50 investment. Additionally, these creators typically command lower fees than their higher-follower counterparts, making them accessible to brands with constrained budgets.
Data from inBeat Agency suggests that UGC is perceived as eight times more effective than creator content in consumer decision-making, while social campaigns incorporating UGC see a 50% increase in engagement.
Consumer behavior data reinforces this trend, with 70% of consumers consulting UGC reviews or ratings before making purchase decisions. The report notes that content featuring brands created by users drives engagement nine times higher than content produced directly by the brands themselves.
This approach responds to consumers’ desire to participate in brand communities rather than simply observe marketing messages.
By encouraging followers to contribute their own content through interactive challenges, contests, and testimonials, Julius notes brands can develop more relatable campaigns that resonate with target audiences.
While one-off influencer campaigns may generate temporary interest, the report emphasizes that sustained partnerships deliver superior results for brand recognition and audience connection.
LinkedIn data cited in the report indicates that 70% of brands experience higher engagement rates through ongoing creator relationships.
These extended collaborations enable creators to integrate brands naturally into their content, as they develop genuine familiarity with the products or services.
The report also notes that 70% of influencers prefer long-term campaigns as their favored method of brand collaboration, according to findings from Adam Connell.
The report recommends that brands prioritize discovering creators whose values align with their own and who demonstrate potential for long-term growth, rather than focusing exclusively on short-term campaign metrics.
“I believe that having 10,000 meaningful connections and relationships with your fans is going to be way more important than having a million random followers,” recently appointed Triller CEO Sean Kim told Net Influencer in December, predicting the trends that will take over creator marketing.
Collectively, these trends highlight a market progression toward honesty and relationship-building in the creator economy.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
The influencer marketing industry is shifting beyond mere reach metrics toward deeper audience connections, according to a new report from Julius by Triller.
The “Emerging Trends 2025” analysis identifies four key developments reshaping how brands and creators collaborate in the sector:
Trust Emerges as Foundation for Effective Partnerships
Consumer confidence in influencers continues to grow, with trust levels rising from 51% in 2019 to 61% in 2023, according to data cited from Market.Us Scoop.
This pattern is reinforced by research showing that 92% of consumers trust recommendations from influencers more than traditional advertisements or celebrity endorsements.
The report emphasizes the importance of genuine storytelling in building credibility. Brands that collaborate with creators who maintain honest relationships with their audiences see enhanced engagement, as 71% of consumers report they are more likely to make purchases based on social media recommendations from trustworthy influencers.
This change has particular implications for demographic targeting, with the report noting that 50% of Millennials trust influencers for product recommendations, compared to 38% who trust traditional celebrities.
Micro and Nano Creators Deliver Outsized Impact
While large-scale influencers offer extensive reach, the report highlights that smaller creators often generate stronger engagement.
Nano-creators (1k-10k followers) achieve engagement rates as high as 7%, while micro-creators (10k-100k followers) maintain around 3%, according to data from StarsandStories.
On Instagram specifically, micro-creators average a 1.22% engagement rate, marginally higher than the 1.06% rate for accounts exceeding 100,000 followers, as reported by Influencer Marketing Hub.
The cost structure for these partnerships also presents advantages for marketers. The Harvard Business Review is cited as finding that nano-creators yield an average return of more than $1,000 on a $50 investment. Additionally, these creators typically command lower fees than their higher-follower counterparts, making them accessible to brands with constrained budgets.
User-Generated Content Amplifies Campaign Effectiveness
The report identifies user-generated content (UGC) as a useful tool for building community and trust.
Data from inBeat Agency suggests that UGC is perceived as eight times more effective than creator content in consumer decision-making, while social campaigns incorporating UGC see a 50% increase in engagement.
Consumer behavior data reinforces this trend, with 70% of consumers consulting UGC reviews or ratings before making purchase decisions. The report notes that content featuring brands created by users drives engagement nine times higher than content produced directly by the brands themselves.
This approach responds to consumers’ desire to participate in brand communities rather than simply observe marketing messages.
By encouraging followers to contribute their own content through interactive challenges, contests, and testimonials, Julius notes brands can develop more relatable campaigns that resonate with target audiences.
Long-Term Creator Partnerships Yield Strategic Benefits
While one-off influencer campaigns may generate temporary interest, the report emphasizes that sustained partnerships deliver superior results for brand recognition and audience connection.
LinkedIn data cited in the report indicates that 70% of brands experience higher engagement rates through ongoing creator relationships.
These extended collaborations enable creators to integrate brands naturally into their content, as they develop genuine familiarity with the products or services.
The report also notes that 70% of influencers prefer long-term campaigns as their favored method of brand collaboration, according to findings from Adam Connell.
The report recommends that brands prioritize discovering creators whose values align with their own and who demonstrate potential for long-term growth, rather than focusing exclusively on short-term campaign metrics.
“I believe that having 10,000 meaningful connections and relationships with your fans is going to be way more important than having a million random followers,” recently appointed Triller CEO Sean Kim told Net Influencer in December, predicting the trends that will take over creator marketing.
Collectively, these trends highlight a market progression toward honesty and relationship-building in the creator economy.
Read the full report here.