As the influencer marketing landscape continues to evolve, staying ahead of the curve means understanding not just what works today, but what will define tomorrow’s success. Sprout Social’s State of Influencer Marketing Report: In Influencers We Trust offers a deep dive into the shifting expectations of both consumers and influencers -and what it all means for brands navigating the creator economy.
Rethinking Authenticity for Gen Z
One of the most surprising findings in the report challenges a longstanding assumption: authenticity isn’t the be-all and end-all (at least not for everyone). While older generations continue to prioritize influencers who share their values and project genuine personas, only 35% of Gen Z consumers rank authenticity as a top trait. Instead, younger audiences are more discerning and nuanced in how they evaluate influencers. But why does this matter to brands? It means they need to take a more targeted approach to influencer partnerships and content strategy - one that considers generational preferences and avoids a one-size-fits-all mindset.
Influencer’s Are Impacting Buying Behaviours
The data is clear: influencer marketing drives sales. Nearly half of all consumers say they make purchases at least once a month because of influencer posts, though many still underestimate just how much these recommendations sway their decisions. Compelling, relatable content is the key to moving products from social feeds to shopping carts. Brands looking to maximize ROI should focus on creative collaborations that place authenticity and value at the forefront.
What Do Influencers Want from Brands?
Securing meaningful partnerships requires more than just a great pitch. According to Sprout Social, 93% of influencers consider the quality of a brand’s existing social content before agreeing to collaborate. For brands, this means that a strong, consistent social presence is critical -not only for attracting customers but ALSO for appealing to high-value influencer partners. Investing in your own channels is as much about partnership potential as it is about direct sales.
Scaling Influencer Programs for the Future
The future of influencer marketing is not just about expanding reach. You NEED to be amplifying its impact. Almost 60% of marketers plan to partner with more influencers in 2025, but growth must be strategic. Scaling up requires thoughtful processes, clear objectives, and robust measurement tools to ensure that every collaboration delivers results. Best-in-class brands are already refining their approach, focusing on long-term relationships and performance-driven campaigns.
Looking Ahead: Influencer Marketing Beyond Social
Perhaps the most significant trend is the growing influence of creators beyond social media. The report finds that 80% of consumers are more willing to buy from brands that partner with influencers outside of social content, pointing to a future where influencer marketing permeates every aspect of the customer journey. Brands that embrace this expanded role for creators - across events, experiences, and new digital platforms - will be best positioned to capture attention and loyalty in the next few years.
Interested in hearing these insights and MORE in person? Then you need to be in Las Vegas on January 13th-14th for Creator Economy Live. Get your tickets here now!
