What should a brand’s influencer marketing vision board look like in 2025?

2024 taught us that influencer marketing, once a niche tactic, has now become a core component of marketing strategies across industries. It is a must for any brand looking to launch new product lines, evolve, or simply stay relevant in this digital-first age.

Trends kept evolving last year, and brands were quick to lap them up. The word “Demure” went viral on Instagram, popping up everywhere with brands like Shaadi.com and Maybelline riding the wave. But going viral and staying relevant? That’s a whole new game. BoAt’s “Aunti-Noise Cancellation” ad during the wedding season or Zepto’s “Sonpapdi Diwali” ads were among the few that achieved recall power. Some
campaigns even went viral without influencers with some riding on the “Ganji Chudail” memes. So, how should brands shape their influencer marketing vision boards in 2025 and what will the landscape look like?

Adani Group's Digital Media Head, Chandan Sharma, predicts, “By 2026, brands are likely to allocate about 23% of their marketing budgets to influencer marketing. For small businesses, which require more push, the budget allocation can be as high as 35-40%.”

SFV is the MVP
Relatable, story-driven short-form video (SFV) content will dominate 2025. Gen Z’s infamous eight-second attention span demands it. Polished, generic narratives are out. Instead, audiences want unfiltered, authentic stories that evoke laughter, goosebumps, or even the urge to hit that “share” button.

YouTube Shorts—with a jaw-dropping 15 billion views—have outpaced traditional long-form videos. Content categories like tech, music, gaming, and comedy are leading the pack, according to YouTube’s 2024 Trend Report. “Brands of 2025 must evolve from ‘one-size-fits-all’ campaigns to hyper-local, sustainable, AI-backed, and authentic strategies,” says Shan Jain, an independent director and marketing strategist. “Today’s influencers are tomorrow’s billboards—but way cheaper to maintain.” Campaigns like TSBI’s “Yeh Science Hai” exemplify this shift, with values-driven storytelling creating a lasting impact.

‘AI will steal the spotlight’
AI-generated content and virtual influencers are set to become the next big thing. These AI personas will deliver dynamic, interactive experiences, from hosting live Q&As to showcasing products with AR filters. Imagine trying on a dress virtually before buying it or chatting with an AI influencer about the latest gadget.

By 2025, 75% of brands are expected to use AI for influencer selection. AI-led campaigns are predicted to generate a 35% higher ROI, with the influencer marketing industry expected to hit $24.1 billion. “Science has always been the missing piece in influencer marketing,” says Kalyan Kumar of KlugKlug. “AI fills this gap, allowing us to truly measure and maximize impact.”

Brand Bharat
Getting famous influencers on board for a brand campaign shouldn’t be the priority; brands need to focus on understanding their audience niche. Hyper-local stories with cultural nuances will connect deeply with audiences, making vernacular content the MVP for brands in 2025.

Regional influencers will emerge as cultural ambassadors, capturing both local and national attention. According to the Qoruz report, Amazon worked with 205 influencers, achieving a 2.85% engagement rate, while Libas partnered with 179 influencers for a 2.02% rate. Contrast this with Myntra’s collaboration with 1,700 influencers, which yielded a more modest 1.73%. Smaller, focused partnerships clearly pack a punch. Tanvi and Rohan, a Pune-based creator duo, shared how brands like Wakefit and Samsung leveraged their regional appeal during Diwali, resulting in partnerships more lucrative than standard gigs. Nano influencers, especially in fashion, are breaking records with engagement rates as high as 9.68%, compared to just 1.48% for macro influencers, the report says.

Shopping Gets Personal
In the world of quick commerce and e-commerce, influencers are set to transform shopping from a transactional experience to one filled with engagement and value. From live product demos to AR-powered try-ons, campaigns will create instant connections with audiences. With cross-border e-commerce projected to soar from $1.01 trillion in 2023 to $6.72 trillion by 2032, the potential is limitless. Chandan Sharma, Adani Group’s Digital Media Head, points out, “Imagine an Indian snack brand partnering with a Middle Eastern influencer to tap into diaspora nostalgia—it’s cultural storytelling at its best.” Platforms like Shopify and Amazon are enabling Indian brands to go global through influencer tie-ups and AR integrations.

Transparency Is The Key
By 2025, brands will need to back their claims with verifiable data. Gen Z is already scrutinising labels for certifications like Fair Trade and Organic. Influencers amplifying these values will be pivotal in winning consumer trust.

Global brands like Fenty Beauty’s cruelty-free and eco-friendly approach set the example. By aligning with influencers who resonate with these values, the brand has built a loyal following. Similarly, Levi’s and Nike’s “circular economy” initiatives—from recycling programs to sustainable product lines—are setting benchmarks, with influencers spreading the word to younger audiences.

In 2025, likes and views won’t cut it. Brands will demand deep insights such as sentiment analysis and audience demographics to craft more impactful campaigns. Influencer marketing platforms will play a critical role, ensuring that the right creators meet the right audiences for maximum ROI.

By leveraging these platforms, brands will not just drive conversations but also conversions. After all, as we embark on the 2025 journey, it’s not just about going viral; it’s about staying relevant, relatable, and results driven.