Navigating Influencer Marketing in 2025: What We Learned from Running Over 600 Influencer Campaigns in 2024

The influencer marketing landscape is evolving rapidly, and staying ahead means keeping up with the latest trends and strategies. At inzpire me, we work with top brands and influencers in the Nordics, running over 600 unique campaigns last year, which gave us a front-row seat to these changes. Our team of experts has spotted key shifts shaping the future—from increased focus on content rights to the rise of AI in campaign management. Here’s the teams insights you need to know to prepare your influencer strategies for 2025:

Key Insights from our Team

Increased focus on Content Rights

Ulrikke Nerell, Campaign Manager

Brands are allocating more budget to content rights. Profiles are increasingly protective of their personal brand, so advertisers need to secure rights for optimising influencer content through paid ads. This approach ensures long-term value from collaborations and delivers better ROAS.

AI streamlining Influencer Marketing

Nuri Shaikh, Product Manager

AI is becoming a real game changer in influencer marketing. Our main focus in 2024 was to develop AI tools that simplify key processes, like identifying relevant profiles and streamlining campaign briefs. We’re continuing to develop this in 2025, aiming to save even more time and make campaigns more targeted and impactful.

The impact of creative and authentic content

Elena Cherubini, Campaign Manager

Authenticity is key! To grab attention, brands need to give influencers the freedom to experiment and play with ideas. Pushing overly polished messages often backfires. The best campaigns are those where influencers have creative freedom to produce content that genuinely resonates with their audience.

The Integration of influencers in the wider strategy

Marie Wihlbäck Mathisen, Senior Client Manager Sweden

In 2024, brands started realising the true value of influencer-generated content beyond just organic reach. The impact of influencer marketing is becoming more apparent, and becomes a bigger part of wider marketing strategies. This integrated approach results in a more cohesive and impactful brand presence.

Video is Dominating for driving results

Caroline Dregelid, Senior Client Partner Norway

Video is still leading the way because it gets results. Audiences are drawn to authentic content that matches an influencer’s usual style. Viewers can quickly spot overly scripted or heavily branded content. The secret to success is keeping things authentic while weaving in the brand message naturally.

More long-term partnerships for brand building

Anna Dahlbäck, Senior Client Partner Sweden

The influencer marketing space has matured a lot over the past year. Back in 2023, the focus was mainly on short-term wins like discount codes and quick results. By 2024, we saw a clear shift towards long-term partnerships designed to build brand loyalty. This strategic change is a pivotal moment for marketers aiming to get the most out of their influencer collaborations. 

Influencer marketing is evolving and 2025 is bringing even more opportunities for brands ready to adapt. Success lies in securing content rights, leveraging AI to streamline processes, embracing authentic storytelling, and focusing on an integrated approach with long-term partnerships. By staying flexible and creative, brands can build stronger connections with their audiences and drive lasting results.