Linqia：2025年意见领袖营销报告 2025 State of Influencer Marketing

2025StateofInfluencerMarketing

Budgetscontinuetorise,theloomingTikTokbandoesn’tscaremost,CreatorGeneratedContentbecomesthenorm,andAORpartnershipssoar.

Anindustryevolving

Influencermarketinghasbecomeamustforbrands,withthequestionnolongerbeingiftheyshouldinvest,butratherhowmuchtheyshouldinvest.

Asbrandscontinuetoseethevalueoftheirinfluencer

investments,andbeginleveragingthecontentgeneratedbycreatorsacrossallmarketingchannels,theyareincreasinglylookingforspecialistpartnerstohelpscaleandeffectively

measureperformance,providingapplestoapplescomparisonsagainsttheirothermarketingchannelinvestments.

Inthisyear’sStateofInfluencerMarketingsurvey,wefocusedonhowenterprisemarketersspendtheirinfluencermarketingdollarsandhowtheymeasuresuccess.Theanswersbegin

topaintaveryclearpictureofwheretheindustryisheadingin2025.

2

©2024Linqia,Inc.Allrightsreserved.

top5insights

Linqia,theleadinginfluencermarketingagencyforenterprise

brands,surveyedover200USenterprisemarketersfrombrandsandagenciesactivatingwithinfluencersin2024.Thesurvey

ranfromJuly-September2024.Theresultsshowanevolvingindustry,withimportanttrendsandsignalsforhowstrategieswillevolvein2025.Herearethetop5insightsandpredictions.

budgetsarescalingfast

88%ofmarketersreportedtheirinfluencerbudgetsincreasingin2024,with28%

sayingtheyarespendingabove$5M.Giventhosenumberswere59%and10%justone

yearago,weanticipateinvestmentstocontinuetoaccelerateheavilyin2025.

BrandsnotscaredbythepotentialTikTokBan

66%ofrespondentssaidthatthepotentialbanhasnotcausedthemtopauseor

stoptheirTikTokeffortsinanyway,andforthesecondyearinarowTikTokcameinsecondasthemostimportantinfluencerplatform(behindInstagram).

Mediaremainsacriticalpieceofthepuzzle

64%ofmarketersarespendingatleasthalfoftheirinfluencerbudgetsonmedia,with94%ofmarketersusinginfluencercontentoutsideoftheinfluencers’organicposts.Brandorganicandpaidsocialseethemostusage,withwebsite,email,anddisplayroundingoutthetop5.

CreatorGeneratedContent(CGC)takescenterstagein2024

81%ofmarketersareworkingwithcreatorstogeneratecontentfortheirbrandwithoutthosecreatorspostingtotheirchannels,andsponsoredcontent,

ambassadors,andUGC/CGCarethemostcommontypesofcreatorpartnerships.

MarketersareabandoningtraditionalagenciesandmovingtoAOR’s

Only9%ofrespondentssaidtheyareworkingwithaPR,Media,orCreative

agencytoexecutetheirinfluencerwork,while28%areworkingwithaspecializedinfluencermarketingagency.Andwhile82%areusingmorethanonepartnerin

2024,76%saidtheyplantohaveasingleinfluenceragencyofrecordin2025.

LINQIA

3

Influencerbudgets

continuetoskyrocket

89%ofmarketersreportedtheirinfluencerbudgetsincreasingin2024(vs.59%in2023).Ofthosewhohadbudgetsincrease,

28%sawanincreaseof51-100%.Interestinglyonly5%saidtheirbudgetdecreased,despitethetougheconomicenvironment.

HowdidyourbudgetforInfluencerMarketingchangein2024vs2023?

Increased<25%

Increased25-50%

Increased51-100%

Decreased

Stayedflat

28%

33%

28%

5%

7%

0%40%

©2024Linqia,Inc.Allrightsreserved.

LINQIA

4

Influencermarketingbudgetsaregrowing

Influencermarketingisclearlynolongeratestandlearntactic.Infact,31%ofrespondentssaidtheyarespendingover$5Moninfluencermarketingin2024,comparedtojust10%in2023.

Interestingly,only7%saidtheyarespendingunder$100k.

HowmuchwillyourcompanyinvestinInfluencerMarketingin2024?

24%

21%

<$100K

$100k-$500k

$500k-$1M

$5M-$10M

$10M+

7%

38%

10%

0%

50%

©2024Linqia,Inc.Allrightsreserved.

LINQIA

5

Influencercomprisesagreatershareofthemarketingpie

Manymarketingleadersareaskingthemselveshowmuchof

theirtotalbudgetshouldbeallocatedtoinfluencermarketing.For35%ofrespondents,influencermarketingmakesupmorethan25%oftheirtotalmarketingbudgets.

27%

38%

16%

19%

WhatpercentageofyourtotalmarketingbudgetgoestoInfluencerMarketing?

0-10%

10-25%

25-50%

50%+

0%40%

©2024Linqia,Inc.Allrightsreserved.

LINQIA

6

Budgetsareshiftingto

influencermarketingfromotherchannels

Ofthosewhoincreasedtheirinfluencerbudgetsin2024,62%saidtheyreceivedincrementalfundstosupporttheincrease,49%saidfundscamefromthesocialbudget,and43%saidaportionoffundingcamefromTV/Radio.

62%

49%

43%

38%

o8%I2%

Ifthebudgetincreased,wheredidthatfundingcomefrom?

Incrementaltothemarketingbudget

SOCIAL

TV/RADIO

EXPERIENTIAL

PR

DISPLAY

N/A

OTHER

23%

22%

0%

100%`

%

RECEIVEDINCREMENTAL

FUNDSTOSUPPORTTHEINCREASE

©2024Linqia,Inc.Allrightsreserved.

LINQIA

7

Reachisthenewtopmeasureofsuccess

Reachwaslistedasatop3measureofsuccessby50%of

respondents,themostofanymetric.Surprisingly,EngagementRatefellto#2with48%(downfrom69%in2023),and

Conversionsroseto#3with46%(upfrom35%in2023).

Whatareyourtop3measuresofsuccessfor

yourInfluencerMarketingprograms?

reach(cpm)

engagementrate

conversions(signups,downloads,etc)

sales

brandlift/shareofvoice

thequalityoftheinfluencer

increaseinfollowerson

socialaccountstraffic(ctr)

productsaddedtocart

mta/mmmother

50%

48%

46%

44%

30%

26%

20%

20%

o6%o6%2%

0%

100%

`

©2024Linqia,Inc.Allrightsreserved.

LINQIA

8

Instagramisstillthemostimportantplatform

Instagramstillreignssupreme,listedasthe#1priority

influencerplatformby40%ofmarketers,whileTikTokcame

inclosesecond,andYouTubethird.Twitter,Snapchat,and

Pinterestroundedoutthetop5withverysimilarusagescores.

Rankthefollowingsocialplatforms

inorderofimportancetoyour

Influencerefforts.

INSTAGRAM

TIKTOK

YOUTUBE

TWITTER

SNAPCHAT

PINTEREST

1234567

1

instagram2tiktok3youtube

©2024Linqia,Inc.Allrightsreserved.

LINQIA

9

PotentialTikTokbandoesn’timpact66%ofmarketers

DespitethefactthatTikTokisonapathtobeingbanned,unlesstheUScourtsruleintheirfavorortheychoosetodivestto

Americanownership,66%ofoursurveyrespondentssaidthatthepotentialbanhasnotcausedthemtopauseorstoptheirTikTokeffortsinanyway.

HasthepotentialTikTokbancausedyouto

pauseorstopworkingwithinfluencerson

theplatform?

no

66%

34%

yes

©2024Linqia,Inc.Allrightsreserved.

LINQIA

10

Macrotiertakesfirstpositionagain

Forthesecondyearinarow,macrocreators,whohave

100k-500kfollowers,tookthetopspot,with68%ofmarketers

sayingtheyworkwiththemacrotier.Microtookthesecond

spotforthesecondyearinarow,whilemegaandcelebritytiershadthegreatestincreaseyearoveryear,goingfrom48%to60%and30%to40%respectively.

Whattypeofinfluencersdoyou

40%30%

60%48%

68%81%

62%74%

28%

37%

plantoworkwithin2024?

celebrity5m+Followers

mega500K-5m+followers

macro100k-500kfollowers

micro5k-100kfollowers

nanoupto5kfollowers

0%100%

`

2024

口2023

©2024Linqia,Inc.Allrightsreserved.

LINQIA

11

Sponsoredcontent,

ambassadors,andUGCaremostcommontypesof

creatorpartnerships

SponsoredContentisthe#1typeofpartnership,with74%of

marketerssayingthatishowtheyprimarilyworkwithcreators.Ambassadorsfollowedwith48%andUser-GeneratedContent(UGC)at40%.

Inwhatcapacityareyouworking

48%

36%

32%

30%

28%

withinfluencers/creators?

SPONSOREDCONTENT

AMBASSADORS

UGC

GIFTING

LIVEEVENTS

AFFILIATES

PRODUCTCOLLABORATION

PRODUCTPLACEMENT

74%

40%

34%

0%

100%`

©2024Linqia,Inc.Allrightsreserved.

LINQIA

12

Brandsarebacktoascaledinfluencerapproach

Lastyear,wesawthevastmajorityofmarketersmovingtoa“fewerandbigger”approachwith46%ofrespondentssayingtheytypicallyactivate1-5influencersonaprogram.That

numberfellto23%in2024,andthetopspotwentto6-10

influencersat32%(upfrom29%in2023).Thegreatestupticksyearoveryearwere11-20influencers(22%in2024vs.15%in

2023),and20+influencers(22%in2024vs.12%in2023).

Howmanyinfluencersdoyoutypically

activateonaprogram?

1-5

6-10

11-20

20+

OTHER

23%

46%

32%

29%

22%

15%

22%

12%

1.5%

2%

0%50%

`

2024

口2023

©2024Linqia,Inc.Allrightsreserved.

LINQIA

13

Paidmediaremainsamajordriver

Similartolastyear’ssurveyresults,paidmediacontinuestocomprisealargepercentageofinfluencermarketing

investments.64%ofrespondentssaidthatatleast50%of

theirinfluencerbudgetsaregoingtowardmediaamplification.

WhatpercentofyourInfluencerMarketing

budgetgoestoorganicinfluencerpostsvs.

paidmedia/amplification?

38%

36%

26%

majoritypaid

amplificationmajorityorganic50/50split

0%50%

©2024Linqia,Inc.Allrightsreserved.

LINQIA

14

Marketersareusinginfluencercontenteverywhere

94%ofrespondentsareusinginfluencercontentoutsideofthecreatorswall,withBrandOrganic(70%)andPaidSocial(68%)

asthetoptwochannels,followedbyWebsite,Email,Display,ConnectedTV(CTV)andDigitalOut-Of-Home(OOH).

Whichchannelsdoyouplantouse

Influencercontentfor?

70%

brandorganicsocial

paidsocial

WEBSITE,LANDINGPAGES,ORPRODUCTPAGES

EMAIL

DISPLAY

CTV

OUTOFHOMEwedon’tuse

68%

64%

45%

17%

9%

9%

6%

0%75%

`

%

usinginfluencercontent

outsideofTHECREATORSWALL

©2024Linqia,Inc.Allrightsreserved.

LINQIA

15

CGCtakescenterstagein2024

Awhopping81%ofmarketersareworkingwithcreatorsto

generatecontentfortheirbrandwithoutthosecreatorspostingtotheirchannels.Thisisupsignificantlyfrom58%in2023,

demonstratinghowmuchbrandsneedcreatorsforcontentasmuchastheirreachandinfluence.

Areyouworkingwithcreatorsin2024

toprovidecontentwithoutthecreator

postingtotheirfeeds?

no

19%

81%

yes

©2024Linqia,Inc.Allrightsreserved.

LINQIA

16

Topchallengesremain

determiningROIandfindingtherightinfluencers

53%ofrespondentscitedeterminingtheROIastheirnumberonechallengewithinfluencermarketing.Findingtheright

influencerscameinsecondwith43%ofrespondents.

r53%

43%

38%

36%

32%

30%

4%

Whatarethetopchallengeswithinfluencermarketingin2024?

determiningtheroi

selectingtherightinfluencers

maintainingbudgetsamongcuts

contentqualitybrandsafety

INTERNALHURDLES(LEADERSHIP,SUPPORT,LEGAL,REGULATORY)

Thetimeittakestorunprograms

choosingtherightagencies

PARTNERTRANSPARENCY

STRATEGYSUPPORT

OTHER

28%

21%

17%

13%

0%100%

`

©2024Linqia,Inc.Allrightsreserved.

LINQIA

17

Mostmarketershave

nodesiretoworkwithvirtualinfluencers

57%ofrespondentssaidtheyarenotinterestedinworkingwithvirtualorAIgeneratedinfluencers,despitetherecentmedia

hypeandfeaturereleasesfromthemajorsocialplatforms.

Areyouplanningtoorwouldyoube

interestedinworkingwithvirtual/AI

influencers?

no

57%

43%

yes

©2024Linqia,Inc.Allrightsreserved.

LINQIA

18

Marketersabandon

traditionalagenciesforinfluencerspecialists

Only9%ofrespondentssaidtheyareworkingwithaPR,Media,orCreativeagencytoexecutetheirinfluencermarketingwork,downfrom20%in2023.Conversely,28%areworkingwitha

specializedinfluencermarketingagency.

HowareyoumanagingInfluencer

Marketingprogramsin2024?

32%

in-housewith3RDPARTYINFLUENCERSOFTWARE

in-housewithcustomtools&PROCESS

PARTNERDIRECTLYWITHINFLUENCERMARKETINGAGENCY

pr,mediaorcreativeagency

other

28%

28%

9%

4%

0%

50%

©2024Linqia,Inc.Allrightsreserved.

LINQIA

19

Numberofdedicated

influencerrolesatbrandsaregrowing

Influencermarketingisbecomingacommonroleandfunctionatmostmajorbrands.Accordingtoourstudy,42%ofbrands

executinginfluencermarketingin2024saidtheyhave

dedicatedinfluencerteamsleadingthoseefforts.Thisisupsignificantlyfrom24%inour2023study.

WhatteamprimarilyleadsInfluencer

Marketingatyourcompany?

dedicatedinfluencerteambrandmarketingsocial

paidmedia

pr

integratedmarketingshopper

digital

42%

28% 16%

7%

4%

2%

1%

1%

100%`

0%

OFBRANDSHAVE

DEDICATEDINFLUENCERTEAMS

©2024Linqia,Inc.Allrightsreserved.

LINQIA

20

Influencermarketingis

movingintotheageofAOR

Awhopping76%ofrespondentssaidtheyplantohaveasingle

influenceragencypartnerasanAgencyofRecord(AOR)in2025.Considering82%areusingmorethanonepartnerin2024,thatisaveryclearsignalofwheretheindustryisheading.

Doyouplantohaveasingle

influencermarketingagency

ofrecord(AOR)in2025?

no

24%

76%

yes

©2024Linqia,Inc.Allrightsreserved.

LINQIA

21

conclusion

Influencermarketingisbecomingasignificantinvestmentareafor

marketers,andasbudgetscontinuetoincrease,sodoesthepressuretoeffectivelymeasureitsperformance.Theabilitytodemonstrate

brandlift,engagement,traffic,orconversions(dependingonthecampaigngoal)witheveryin