Influencer marketing has undergone a remarkable transformation over the past decade, evolving from a focus on celebrity endorsements to more nuanced collaborations with authentic, nichecreators.
This shift reflects broader changes in consumer behaviour and preferences, with audiences increasingly valuing relatable and trustworthy content over traditional advertising.
As we approach 2025, influencer marketing continues to adapt to key trends that are reshaping the digital landscape.
Find out more in our 2025 Influencer Marketing trends report.