The influencer marketing industry is rapidly evolving — according to Statista, by 2025 its global value will reach around $33 billion, almost 36% higher than today. The reason is simple: major brands are shifting their advertising budgets toward partnerships with popular social media creators.
For example, Unilever’s new CEO Fernando Fernandez revealed that the company plans to increase the number of influencers it collaborates with by 20 times. This is part of their “social-first marketing” strategy, reflecting changes in audience behavior — trust in traditional advertising is declining, while recommendations from favorite creators carry greater weight.
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In addition, major industry players are consolidating their positions: Publicis Groupe recently acquired Influential — the largest influencer marketing company by revenue — as well as BR Media Group, which works with top Latin American creators. This clearly signals that the role of content authors is only growing.
Today’s generation, raised on YouTube and TikTok, wants authentic communication — free from intrusive ads. That’s why influencers who understand the platform and share their opinions sincerely are becoming the most effective bridge between brands and consumers.
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Experts advise businesses to focus not only on mega-influencers but also on those who are truly close to their target audiences. This approach helps reach younger and more active demographics while adapting to the evolving media landscape. All this proves that influencer marketing is not just a trend but a vital part of modern advertising strategy, providing brands with new opportunities for growth.
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