Influencer Marketing: A Growing Trend in Los Angeles
Los Angeles is buzzing with creativity as influencer marketing continues to soar, boasting a whopping $24 billion industry that shows no signs of slowing down. Even amid economic challenges, companies are investing more heavily in influencer campaigns, making a transformative shift in how brands engage with consumers.
Marketers Take Notice
According to Edelman’s State of Influencer Marketing report, about 40% of marketers now allocate a quarter of their marketing budget to these campaigns—an increase from previous years. As we look toward the future, specifically 2025, it’s clear that the relationship between brands and influencers is evolving significantly.
Influencers Become Strategic Partners
In the coming years, influencers will have a voice that extends beyond traditional content creation. They will be instrumental in shaping brands’ strategies and guiding product development, trend forecasting, and even event marketing. Just ask Koosha Nouri, a beauty creator who emphasizes how brands are increasingly involving creators in product development processes.
For instance, skincare brands like Kate Somerville and Youth to the People are already sending product samples to creators for pre-launch feedback. A prime example is Kate Somerville’s lab samples of their Vitamin C serum being shared with creators for valuable input before they hit the market.
By involving creators in testing products, brands not only boost their confidence before launching but also give creators a community connection. As Nouri puts it, “It creates a sense of intimacy between the creator and the product, making everyone feel they’ve had a part in its development.”
LinkedIn for B2C Marketing
Another exciting trend is the opening up of LinkedIn as a platform for influencer partnerships. Traditionally seen as a B2B networking site, it’s gaining traction among B2C brands. Popular brands like Away are leveraging LinkedIn creators for corporate gifting promotions, tapping into the platform’s professional audience.
Nathan Poekert, CMO at General Idea, predicts that by Q3 of 2025, many brands will widen their efforts on this under-utilized platform. He believes it has the potential to outperform Instagram in engagement—creators boasting 40K Instagram followers might garner around 8,000 views, but on LinkedIn, they could see double that number with a more targeted audience.
Long-term Creator Collaborations
Shifting gears slightly, in 2024, the trend moved towards optimizing long-term creator partnerships. Brands recognize that these creators are more than just a promotional tool; they can aid in strategic growth. Influencers are becoming consultants and advisors, sometimes even joining advisory boards for equity. For example, Alix Earle became an investor in the Texas-based soda brand Poppi after their successful collaboration at Coachella.
Authentic Content Generation
As influencer fees rise and marketing budgets tighten, brands are increasingly opting for more cost-effective strategies. User-generated content (UGC) and employee-generated content (EGC) are effective methods for building consumer trust—an essential factor in today’s purchasing decisions. Craftmix, a cocktail and mocktail company, has thrived on TikTok thanks to behind-the-scenes content shared by their social media manager.
The Comeback of In-Person Events
Lastly, the resurgence of in-person events is set to redefine how brands engage with their audiences. Experiential marketing is not just back but already exceeding pre-pandemic levels! Creators are crucial for promoting these events, where they’ll provide exclusive access or behind-the-scenes looks. Companies like Universal and Netflix are sending influencers to launches, making them an integral part of the celebration.
The Future is Bright
As influencer marketing continues to evolve, we see a clear trend towards deeper, longer-lasting partnerships that benefit both brands and creators. In this ever-changing landscape, influencers are shaping how brands connect with consumers in innovative ways, from co-creating products to hosting engaging events. As we march into 2025, there’s no telling what other exciting developments lie ahead!
