Influencer Marketing: A Growing Force in Los Angeles and Beyond
Los Angeles, a city known for its vibrant culture and creativity, is witnessing an exciting evolution in the world of influencer marketing. As social media continues to shape our daily lives, the influencer marketing industry has reached a staggering value of $24 billion, showing that it is far from slowing down, even amidst economic challenges. Recent findings from the Edelman’s State of Influencer Marketing report reveal that a significant 40% of marketers are now dedicating a quarter of their marketing budgets to influencer campaigns, a commendable increase from previous years.
2025 Holds New Promises
As we look toward 2025, it’s fascinating to see the new trends emerging in the influencer landscape. Influencers will increasingly play a pivotal role in shaping brands’ strategies, moving beyond just content creation to also influence product development, trend forecasting, and event marketing. Beauty creator and social media strategist Koosha Nouri emphasizes that brands are already engaging creators in product development processes. For instance, popular skincare brands like Kate Somerville and Youth to the People are sending lab samples of their products to creators for valuable feedback before they officially hit the shelves.
Think about it—when creators test and review products, they feel a sense of ownership and connection. According to Nouri, this fosters a deeper bond between the creator and their community. “It creates a sense of intimacy,” she says, highlighting the power of collaboration.
LinkedIn Gains Traction for B2C Marketing
In another twist, LinkedIn is evolving from its B2B roots into a space where influencer partnerships thrive. In 2025, we can expect more B2C brands to tap into this professional network. For example, brands like Away are using LinkedIn creators to promote their corporate gifting programs, especially appealing to the platform’s professional audience. Nathan Poekert, Chief Marketing Officer at General Idea, suggests that LinkedIn may well outperform Instagram in engagement, especially when targeting niche audiences.
He notes a compelling statistic: Creators with 40K followers on Instagram may get around 8,000 views, while on LinkedIn, they could achieve double that with a more focused audience. As concerns about TikTok’s future rise, diversifying across various platforms like LinkedIn is a savvy move for creators.
Long-Term Partnerships Are the Future
Last year, a shift occurred as brands started focusing on long-term creator partnerships. Instead of one-off campaigns, companies are viewing influencers as strategic allies for sustained growth. Leadership figures like Bryan Gold, Co-Founder and CEO of #paid, argue that many top creators are now being hired as consultants and board advisors, often receiving equity in exchange for their valuable insights. It’s a shift that marries creativity with business strategy.
Take Alix Earle, for instance, who became an investor in the Texas-based soda company Poppi after her successful collaboration with them at Coachella. These kinds of partnerships are changing the landscape and opening new doors of opportunity.
The Shift Towards Authentic Content
As influencer fees rise, brands are cleverly turning to user-generated content (UGC) and employee-generated content (EGC). These authentic forms of content help build trust, which is incredibly essential in today’s market. Did you know that a whopping 81% of consumers consider trust to be a critical factor in their purchase decisions?
Craftmix, a cocktail brand, is a fantastic example of excelling with EGC. Their social media manager, Sarah Renn, often shares behind-the-scenes videos and insights, connecting genuinely with the audience. One viral video came after she humorously responded to a negative review, showcasing their brand’s transparency and personality.
Experiential Marketing Makes a Comeback
With the world shifting back to in-person interactions, experiential marketing is also making its way back to prominence in 2025. According to PQ Media, this type of marketing has even surpassed pre-pandemic levels, highlighting a strong desire for live experiences. Influencers are not just attendees anymore; they are becoming crucial to the success of events.
For example, both Universal and Netflix have recently involved top creators in event launches, inviting them to premieres and providing intriguing behind-the-scenes content. Creators like Nouri have been approached to help curate invite lists and co-host such events, leveraging their unique networks and insights to foster community around brands.
The Future Looks Bright
As influencer marketing continues to evolve, it’s evident that the relationship between brands and creators is transitioning into something more strategic and impactful. From collaborative product development to leading immersive events, influencers are changing how brands connect with their audiences. It’s a dynamic space worth watching!
What do you think about this evolving landscape? Join the conversation—your voice matters!
