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Influencer Marketing in 2025

I remember trusting every product recommendation from my favourite influencers. But now, with endless ads and sponsored posts, it’s harder to know what’s genuine.

Brands are starting to move away from big influencers, turning to micro-influencers and employee-generated content to build more authentic connections.

In this blog, I’ll explore how influencer marketing is changing and why smaller, more relatable voices are having a bigger impact.

The Rise of Influencer Marketing

Around 10 years ago, Instagram became to go-to platform for brand promotion. Influencers, especially in beauty and lifestyle, grew their audiences by sharing makeup tutorials, production recommendations and skincare tips. As a teenager, I trusted beauty influencer’s recommendations like they were gospel. 

During this time, brands relied heavily on influencers because 

  1. Audiences trusted their opinions 
  2. Their reach could drive massive sales 
  3. Their content was fresh and engaging 

The Decline of Big Influencers

Fast forward to today, things have changed. The influencer market has become over saturated and audiences are more sceptical than ever. Why is this? 

  1. Too many sponsored posts and declining engagement rates.
  2. Promoting competitor brands making it hard to believe in genuine recommendations
  3. Trust issues – with endless ads, affiliate links and PR gifts making it difficult to tell who is truly recommending a product 
  4. Cost VS ROI – mega influencers charge huge fees and brands do not often see the return on investments they once did 

The Rise of Micro Influencers and Employee Generated Content

So, what’s the solution to the oversaturated influencer market? 

Micro Influencers  

  1. Consistently deliver higher engagement as they build real relationships with their audience for their niche 
  2. Their followers trust them as experts in their industry 
  3. Better ROI – this is a cost effective option as brands get a higher ROI at a lower cost 
  4. Authenticity – people see them as relatable individuals rather than celebrities pushing products for money 

 

Employee Generated Content 

  1. Employees are seen as authentic brand advocates rather than a paid promotor 
  2. Their brand expertise is far superior than any influencer 
  3. Encouraging employees to create content is cheaper and more sustainable than influencer partnerships 
  4. Employee generated content humanises the brand as people connect more with real people than a corporate logo 

 

How should brands leverage this?

Well, how can brands leverage micro influencers and employee generated content?

Instead of relying on a single big-name influencer, brands can achieve better engagement by collaborating with micro-influencers who already resonate with their target audience. By choosing creators whose values align with the brand, companies can foster more authentic connections. Additionally, empowering employees to share their experiences on social media and offering behind-the-scenes glimpses can strengthen customer relationships and enhance brand trust. 

In conclusion

Influencer marketing isn’t dead, but it has certainly evolved. Success will shine through for brands that embrace authentic and relatable content. It’s time to rethink marketing strategies and focus on genuine engagement rather than sheer follower counts. 

If you’d like help with refining your marketing strategy, we’d love to help! Reach out to [email protected] to discuss with us today.

Lauren (1)

Written by Lauren Redfern

Ripple, Moving Brands Forward

[email protected]

www.ripplemarketing.ie

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