New platforms. Higher expectations. More pressure to prove performance. Welcome to the next chapter of influencer marketing.
To help you navigate it all, we analyzed over 2,500 campaigns on Later’s influencer marketing platform and surveyed 214 U.S. senior marketers and 1,000+ creators to understand what’s driving ROI in 2025—and how brands can build partnerships that perform.
Here’s a preview of the best insights we found—be sure to download the full report to benchmark your own creator marketing program.
Table of Contents
1. Engagement is up—but so are expectations
Influencer marketing is no longer an awareness-only play. In 2025, performance is the metric that matters—and marketers are measuring everything from saves and shares to site traffic and sales.
That shift is reflected in how creators are priced, too. CPMs are rising (especially at the micro and mid tiers), as brands demand stronger results, more polished content, and usage rights that extend campaign value.
Key stat: Micro influencers and mid-tier creators deliver the best engagement-to-cost ratio across most verticals.
What it means for you: Budget smarter by aligning your spend with platform goals, not just follower count. Micro creators often offer the best balance of creativity, professionalism, and audience trust.
2. Not all platforms perform equally
Instagram Reels and TikTok still dominate for reach, but YouTube and Pinterest are gaining ground with long-form and evergreen content that delivers over time. Facebook remains valuable for local communities and niche demos, especially when paired with Meta ads.
Top performers by use case:
TikTok: Best for fast discovery and trend-driven content
Instagram: Strong for lifestyle, wellness, and visual storytelling
Pinterest: Excels in decor, parenting, and seasonal content
YouTube: Ideal for tutorials, deep dives, and trust-building content
Strategic tip: Mix and match your platform strategy based on your goals. Pair short-term visibility (like TikTok) with long-term searchability (like Pinterest) to cover the full customer journey.
3. Creators are negotiating more—and evolving as business partners
Today’s creators are more than just content producers. They’re strategic partners who understand their audience and often operate across 5–6 platforms. They’re also becoming savvier negotiators, pricing for bundled deals, exclusivity, and performance incentives.
Key stat: Creators rely on multiple sources—from online searches (39%) to connecting with other creators (35%). It’s not just about the numbers—it’s about ensuring their value is recognized and respected.
What it means for you: Today’s creators are doing the legwork to understand their value—and they expect clarity, creative freedom, and compensation that reflects their impact. To unlock their best work and build partnerships that deliver real results, brands need to lead with trust from day one, offer transparent rates, and treat them like the strategic partners they are.
4. Tier strategy matters more than ever
Follower count doesn’t dictate campaign success. Brands match creator tiers to campaign goals: nano and micro for niche engagement, mid for scalable content, macro and mega for awareness plays.
Data highlight: In 2025, 73% of brands say they want to work with micro- and mid-tier creators who consistently deliver the best engagement-to-cost ratio—even though those campaigns account for only a fraction of overall spend. Why? Because brands are getting more for less. Working with micro and mid-tier creators makes it easier to sustain ongoing, long-term creator programs, so brands can layer in creators with greater reach for high-profile campaign moments.
Pro move: Don’t just spend more—spend smarter. Build a tiered creator mix to balance reach, engagement, and ROI across the funnel.
5. Long-term relationships drive better ROI
One-off posts are fading. The best influencer marketing programs invest in creator relationships over time—with retainer structures, ambassador programs, and repeat collaborations that build audience trust and performance.
What it means for you: Retention beats re-recruitment. You’ll get more thoughtful and well-researched content, smoother workflows, and stronger results when creators know your brand and audience.
The takeaway? Better data = better decisions
Whether you're refining your creator mix, testing new platforms, or planning budgets, this year’s benchmark data gives you the context you need to lead with confidence.
Download the full report for deeper insights, industry benchmarks, and actionable takeaways to level up your influencer marketing in 2025.
Ready to turn these insights into action? Book a demo with Later and see how we can help you scale smarter, connect with top creators, and drive real business results.
