If there’s one thing marketers know how to do it’s… pivot. Whether it’s a new trend, content style or the social platforms moving the goalposts with their algorithms (again), it’s fair to say a good marketer has to be adaptable and informed.
Sure, we could fill this article with a dozen trends that may or may not have holding power. Or, we could tell you the top five that won’t just be making an appearance but are set to transform 2025. How do we know? Well, history repeats year after year telling us that trust, authenticity and transparency are the driving forces behind the most effective marketing strategies. We see first-hand what works in Influencer and Creator Marketing via the 1,000s of campaigns run through the TRIBE platform.
So dig in for what promises to be tangible trends of 2025, not fleeting fads that won’t make it past February.
Top 5 must-know Influencer and Creator Marketing trends
1. EGC (EMPLOYEE-GENERATED CONTENT)
Employee-generated content is revolutionising how brands connect with audiences and customers.
If you haven’t noticed, EGC grew rapidly in 2024 with everyday employees showcasing their company’s values, culture and products through their uniquely expert voices.
EGC just makes sense. Consumers crave genuine interactions, and EGC blends personal storytelling and professional insights to deliver them. Who better to sell your brand than those already doing it for a living?
There are a lot of benefits to EGC, but the tangible results it’s driving for some of our TRIBE Unlocked partners are like nothing we’ve seen before. What our partners like LG, BIG W and Waitrose have in common is they’re building sustainable EGC programs - taking EGC from a fun social media pillar to a results-driven, effective strategy.
Why it matters: All enterprise brands and retailers need to take note. EGC isn’t going anywhere. It’s the secret to unlocking a content machine that powers unparalleled trust, relatability and performance - all while investing in your own people.
2. SOCIAL SEARCH
Social media platforms are fast becoming the go-to search engines - particularly for younger generations. Whether looking for product recommendations, travel tips, or tutorials, users turn to platforms like TikTok, Instagram, and Pinterest for instant, visual answers and inspo.
For marketers, optimizing content for Social Search means creating bite-sized, engaging posts that answer common queries. For any category, a massive amount of whitespace exists on these platforms for your brand to take - and content creators are the key to fuelling it with the right content.
Want more info? We’ve wrapped up how it works and tips to getting started with generating Social Search-ready content.
Why it matters: With algorithms prioritizing relevance and engagement, brands have a golden opportunity to be discovered organically by tailoring content to platform-specific behaviour.
3. THE (CONTINUED) RISE OF MICRO AND NANO INFLUENCERS
If you haven’t been paying attention, you might think macro and mega influencers are the secret to reach and engagement.
Well, we’ve long been big believers in the power of micro-creators. We’ve built our community on knowing smaller creators have more highly engaged and loyal audiences, hence why over 50% of creators in our 100k+ community have 3-25k followers.
The value of macro creators still exists, but 2025 will be the year of micro (10k–50k followers) and nano creators (<10k followers). Here’s a few reasons why:
• Creativity > influence: The evolution of Influencer Marketing into Creator Marketing has transformed what it means to have influence. Today, a creator’s value is tied to what they create - not who follows them.
• Community: Mega creators are great for large campaigns or once-off activations. But, community-led marketing is only possible with just that - community. Building a large & diverse group of brand advocates is only possible with smaller creators.
• The platforms (especially TikTok): The algorithms push nano-influencers into our feeds to encourage more content creation and platform use. Discoverability and reach on social media have changed. It’s all about creativity, relevance and engagement - even celeb creators need to work with the algorithm to get reach.
Why it matters: Micro and nano creators excel at building trust and fostering deeper connections with their followers AND at working the algorithm to get their content seen. Make 2025 all about more and better content - not chasing follower size.
4. OMNICHANNEL CREATOR MARKETING: CONNECTING THE CUSTOMER EXPERIENCE
The lines between online and offline marketing are blurring as brands strive to create seamless experiences across all touchpoints. From hosting in-person events amplified through digital storytelling to using AR/VR tech to enhance physical experiences, the focus is on creating a cohesive journey.
In Creator Marketing, the secret to providing a connected customer experience lies in how you align your creator strategy with your other digital and offline channels. While UGC and creator-led storytelling were born on social, their potential isn’t limited to it.
The same authentic, engaging content and personalities your customers connect with belong in your paid advertising, OOH, eComm store, EDMs, in-store POS and displays, or in-person events and activations - the list goes on. The key lies in your strategy, the strength of your creator community - two things TRIBE is uniquely qualified to assist you with, just get in touch 😉.
Why it matters: Integrated campaigns resonate more deeply with consumers, meeting them where they are and creating memorable, immersive interactions.
5. SOCIAL-FIRST, GEN Z-DRIVEN STRATEGIES
We get it, that headline is not exactly a “Creator Marketing trend”, but suffice to say, social media is at the epi-centre of culture, and Gen Z is redefining it.
As digital natives, they value inclusivity, creativity, and boldness in marketing. They expect brands to take a stand on social issues, embrace humor and memes and prioritise short-form snackable content.
It’s a lot to keep up with.
Collaborating with Gen Z creators is vital to staying relevant and building long-term loyalty. Successfully pulling all the pieces together can create genuine Fandom, and is ultimately the key to building lasting resonance, results and staying power.
Why it matters: To connect with this influential generation, brands must align with their values and show up authentically on social media (and beyond) or prepare to lose their customers to Gen Z and Millennial-founded brands with social-first strategies.
The bottom line
In 2025, like many years before it, successful Creator Marketing will hinge on trust, authenticity, and transparency.
But, with dozens of ways to reach potential customers, we can’t go past the power of embracing EGC, optimising for Social Search and building community with micro and nano creators to stay ahead of the curve.
From there, strategically align your Creator Marketing strategy with an omnichannel approach and tap into Gen Z culture with Gen Z creators to ensure you’re showing up with relevance - and in all the right channels.
Feeling focused and inspired? Hit the button below to discover how TRIBE and our creator experts can elevate your Creator Marketing and EGC strategies.
