Influencer marketing is evolving in 2025, with personalization becoming more crucial than ever.
Marketing agency Near Creative has identified five key trends shaping the landscape, emphasizing micro-influencers, user-generated content, and long-term partnerships.
Algorithms continue to dominate social media feeds, favoring niche content and community-driven interactions.
As a result, micro-influencers—creators with smaller but highly engaged audiences—are gaining traction.
Gen Z, known for their discerning consumer habits, prefers authentic voices over mainstream celebrities, making micro-influencers ideal brand ambassadors.
While short-form videos remain dominant, long-form content is not obsolete.
Near Creative highlights the importance of breaking down extended content into digestible, engaging clips for platforms like Instagram Reels and TikTok.
Consumers, often scrolling in transit or during short breaks, favor quick, informative snippets over lengthy videos.
Audiences continue to reject overtly promotional materials, making user-generated content (UGC) a powerful alternative.
Unlike influencer-created posts, UGC is crafted by everyday consumers, building trust and fostering a sense of community around a brand.
Companies leveraging UGC alongside influencer campaigns can boost credibility and deepen customer loyalty.
Brand-influencer collaborations are shifting from one-off deals to lasting partnerships.
“The more time spent with the brand, the more an influencer understands what makes it great and how to communicate it to their audience,” Near Creative noted.
This authenticity resonates with Gen Z, who value consistency and alignment in values between influencers and brands.
E-commerce in the Philippines is no longer confined to just two major platforms, with TikTok Shop solidifying its presence.
“Brands must explore the many ways they can tap influencers on this platform,” the agency advised, citing video content, affiliate marketing, and livestreams as effective tools.
With TikTok’s seamless shopping experience, influencers play a pivotal role in driving conversions directly from content.
Near Creative emphasizes that the common thread among these trends is personalization.
“In today’s social media space, understanding what audiences want to see and hear is key to capturing their hearts and minds,” the agency stated.
