Influencer marketing is evolving.
In 2025, it’s no longer just about reach and one-off campaigns, but about authenticity and long-term relationships.
B2C brands are increasingly aware that audiences crave honesty and genuine engagement rather than yet another pushy advertisement. So how do you successfully work with online creators in 2025 to win loyal customers and achieve high influencer ROI? Below we present trends (70% in the Polish context, 30% global), examples, and practical tips that will help your brand build authentic relationships with influencers.
Authenticity above all
Just a few years ago, authenticity was often a marketing buzzword — today it’s the foundation of a successful campaign. The year 2024 showed that sincerity and real social impact can attract attention like a good Netflix series. As Ania Kurakowska from our agency notes, “Authenticity is no longer just a slogan — it has become a key element of effective campaigns.” Brands have increasingly collaborated with smaller creators because micro- and nano-influencers — despite having more modest reach — engage their audiences much more deeply. This authentic bond translates into trust in the brand within the community.
What does this mean in practice? Above all, a genuine voice and values. An influencer who truly believes in a product and speaks in their own language appears more credible than an Instagram star posting another #ad without passion. In 2025, influencers must take greater responsibility for their words and actions, especially in important social issues. Audiences value creators for their authenticity but will just as quickly spot insincerity or inconsistency. That’s why brands choose ambassadors who share their values (e.g., environmental or social) — only then is the partnership convincing. The trend toward social responsibility is global: ESG-based campaigns are gaining significance, and consumers expect real actions — not appearances — from both influencers and brands. In other words, truth and consistency have become the currency of influencer marketing in 2025.
Long-term partnerships over one-off hits
Another clear trend is moving away from shallow, one-off “mentions” in favor of long-term collaborations. Ambassador programs, in which an influencer becomes the “face of a brand” for many months, allow for deeper relationships with brand audiences. Such continuity leads to stronger customer loyalty and lasting business outcomes — audiences see that it’s not a fleeting affair sponsored by a post but an authentic partnership.
A long-term collaboration means the creator grows with the brand. They can regularly showcase different aspects of a product, respond to fan comments, and create content series. Brands in Poland have already seen the potential of this approach — for example, many influencers become permanent ambassadors for fashion or beauty brands, resulting in a more consistent image and engaged community. What’s more, long-term relationships give creators room for creativity and storytelling. Instead of force-fitting into a one-off campaign brief, the influencer can develop the product story together with the brand, which comes across more naturally. In practice, it’s worth starting with a small test campaign, and if the influencer’s values and work style match the brand’s — plan the next stages of collaboration. This evolution from a one-time action to an ongoing partnership builds authenticity: audiences see that the influencer truly trusts the product if they promote it consistently over time and not disappear after the first paycheck.
Micro over mega – the power of niche communities
Micro-influencers (typically 1–10k followers) and even nano-influencers (under 1k) are the real heroes of influencer marketing in 2025. The data speaks for itself: according to an IAB Polska report, in 2023 over 70% of marketers working with influencers chose nano- and micro-creators (up to 10k followers), and as many as 76% employed influencers with no more than 100k followers. Why? Audiences perceive smaller creators as more credible sources of recommendations, while internet celebrities more often trigger dissonance — an idealized world and instantly recognizable commercial intent. In short, the smaller the influencer, the closer the bond with followers.
Micro-influencers often operate in narrow thematic niches, making their communication more targeted and authentic. Their communities, while smaller, show high levels of engagement and trust. For brands, this means the ability to reach very specific target groups — for example, fans of healthy snacks, climbing enthusiasts, or young moms — with tailored messaging. Importantly, micro-influencers are also more budget-friendly. Collaborating with several small creators often costs less than a contract with a single star and can yield better results, generating a series of authentic recommendations. For brands with limited resources, this is the perfect direction to efficiently leverage the potential of influencer marketing.
Of course, this doesn’t mean macro-influencers or celebrities are going away — they can still generate massive buzz. But Polish brands are increasingly shifting their mindset: from chasing reach to targeting precision. Instead of boasting “a million views,” they prefer a smaller but genuinely interested audience who will actually use the offer. This reflects a broader shift: with social media oversaturated with ads, only content that is tailored to the audience and delivered authentically can break through the noise. As a result, micro- and nano-influencers in 2025 play an even bigger role as trust bridges to specific communities.
Effectiveness and ROI – Impact Marketing with Results
In 2025, B2C marketing departments are increasingly asking: what tangible results does influencer collaboration bring? Reach and likes are no longer enough — there’s growing pressure to measure influencer ROI. Marketers want to know how many customers came from an influencer’s discount code, how much sales their recommendation generated, and whether the campaign increased website traffic. As a result, we’re seeing a rise in performance-based collaborations, where at least part of the influencer’s compensation depends on achieved results (sales, clicks, leads). This kind of performance marketing in the influencer space motivates both parties to maximize engagement.
Moreover, studies confirm that smaller creators can deliver better return on investment. A new study in the Journal of Marketing (based on e-commerce data) showed that nano-influencers are more cost-effective at generating revenue than their bigger counterparts — a closer bond with fans translates into more effective recommendations and conversions. In other words, less can mean more — an intimate community is more likely to act on their creator’s suggestions, while mega-celebrity posts often get lost in the scroll. Already, 80% of U.S. companies use influencers in marketing, but their biggest challenge remains identifying who truly drives sales. In Poland, it’s the same — hard data is becoming more important than just image-based “wow” effects.
Brands are increasingly using analytics tools dedicated to influencer marketing. Platforms that monitor affiliate link clicks, unique discount codes, or even advanced attribution models help determine which creator delivers the best return. Some go further and amplify influencer-created content with paid media — for example, boosting the best posts as ads to increase their reach and extend the campaign’s “lifespan.” This symbiosis of organic content and paid media helps scale results and reach users who might have missed the influencer’s original content. The agency Friends&Brands notes this trend: adding media support to influencer communications complements reach and improves campaign effectiveness.
Let’s not forget about the qualitative side of ROI. Influencer marketing generates not only immediate sales but also brand capital — awareness, positioning, and a loyal customer community. That’s why ROI should be assessed both in short-term metrics (e.g. cost per acquisition) and long-term (customer lifetime value generated via the influencer, brand sentiment growth, etc.). The key is a balanced approach: influencers should deliver results, but without losing authenticity. If we impose rigid KPIs, the creator’s message might lose its natural tone — and ROI will drop. The art lies in choosing the right partners and cooperation formats so that “sales” outcomes go hand-in-hand with genuine fan engagement.
Technology and the future: AI, virtual Influencers, and new content formats
Looking globally (and in Poland too), technology is having a growing impact on influencer marketing. Artificial Intelligence (AI) is a key tool supporting both brands and creators in 2025. AI helps analyze massive datasets from campaigns, personalize messages for different audience segments, and automate processes (e.g., selecting the best-fit influencers for a brand’s target group). There are already platforms that match brands with influencers based on profile analysis, audience demographics, and even tone of voice. In the future, algorithms will likely be even more effective — perhaps recommending the ideal creator whose style delivers maximum conversion for a given budget.
A fascinating phenomenon is virtual influencers — digitally created avatars powered by generative AI that run social media profiles. Although it sounds futuristic, such “artificial” influencers (e.g., Lil Miquela globally) are gaining popularity, especially among younger audiences. For brands, it’s a chance to create fully controlled ambassadors, although in Poland this is still more of a novelty than mainstream. Still, it’s worth keeping an eye on this trend — we might soon see a native Polish virtual influencer working with a major brand.
Technology is also shaping content formats. Short video still dominates — TikTok, Instagram Reels, and YouTube Shorts attract mass audiences. Brands must think “mobile-first” and engage creators fluent in these formats. At the same time, livestreaming and long-form content (e.g., YouTube series, podcasts) are also gaining traction, proving that audiences seek depth as well — not just 15-second skits. For B2C marketers, this means one thing: diversification. In 2025, those who can combine different formats and channels while maintaining a consistent, authentic message will win.
There are also new technological challenges on the horizon — such as content ownership (who owns influencer-created materials?) or deepfakes — a potential wave of fake imagery the industry must learn to defend against. Influencers are already using AI tools for publishing automation and transcription, but we might soon see AI assistants helping create content or interact with fans. In this technological race, it’s important not to lose… authenticity. Technology should support the creator-audience relationship — not replace it.
Marketer checklist – how to collaborate effectively with influencers in 2025
To wrap up — here’s a practical checklist. These tips will help your brand build authentic and effective influencer partnerships:
- Define your campaign goal and KPIs. Decide if the focus is on brand awareness, engagement, or sales. Choose relevant metrics (reach, ER, leads, sales) and ROI tracking tools so you know from the start how to evaluate success.
- Choose the right creators. Look for influencers whose values, style, and audience match your brand. Verify their authenticity — check their content, fan comments, past collaborations. Prioritize micro- and nano-influencers if credibility and niche engagement are your priorities. Don’t be afraid to mix creator types (e.g., one larger for reach + several smaller ones to deepen the message).
- Focus on relationships, not transactions. Treat the influencer like a partner, not a “billboard.” Let them keep their voice and creativity — give them a framework (brief), but don’t script every scene. The more theirs the communication feels, the better the audience will receive it. Build long-term relationships: consider an ambassador program or recurring collaborations instead of a one-off campaign.
- Secure legal and ethical foundations. Sign a contract outlining rights to content, publication timelines, labeling rules (in line with UOKiK guidelines), and KPIs for reporting. Make sure the creator understands the importance of transparency — no hidden placements! Check their reputation before working together (e.g., past controversies). Remember, you’re choosing the face of your brand — their image affects you.
- Monitor and adapt in real time. Track campaign performance as it runs. Look at stats (views, link clicks, sales via discount codes) but also qualitative feedback — audience comments, sentiment. If something’s off, talk with the creator about possible changes (e.g., different Story format, extra fan Q&A). Flexibility can maximize results.
- Repurpose content. Great influencer content can live longer than a single post. Ask for permission to repost materials on your channels, consider boosting the best videos as ads. This type of user-generated content builds brand credibility. You can also create a post-campaign case study or infographic with results — show internally (to leadership) and externally (to clients) that influencer marketing brings real benefits.
- Learn and optimize. Every collaboration is a learning opportunity. Draw conclusions — which influencer delivered the best results? What message format did audiences like most? Maybe a live with a discount code drove more sales than 3 static posts? Analyze and improve your strategy for the next campaigns. Influencer marketing keeps evolving, so stay current on trends (e.g., follow industry reports like Neon Shake or IAB).
Influencer Marketing 2025 is an exciting long game. Brands that move beyond paid ad formulas and build real partnerships with creators will win. Authenticity, trust, and shared values are more valuable today than the highest reach bar. In Poland, this is particularly evident — audiences can smell inauthenticity from a mile away but enthusiastically support brands that communicate sincerely and engage real, passionate people. Combined with growing technological opportunities (AI, analytics, new platforms), this creates a huge playground for creative marketers.
To sum up: Collaborating with influencers in 2025 is no longer an experiment — it’s a must-have part of B2C strategy, as long as it’s done with thought and heart. Let’s build authentic relationships with creators — and they’ll reward us with authentic recommendations that money can’t buy. That kind of recommendation has the power to turn fans into customers — and customers into brand ambassadors. And that’s what future-proof influencer marketing is all about.
FAQ
How much does working with an influencer cost in 2025?
The cost of working with an influencer in 2025 depends on many factors — not just their follower count. The price often includes much more than just a post or video. Brands pay agencies for matching the right creator to the target group, creating the campaign concept, coordination, publication scheduling, performance reporting, and legal safeguards (briefs, contracts, content usage rights). The more complex the campaign and wider the scope of services, the higher the cost. Final price depends not only on the influencer but also on the strategic-operational backbone of the whole action.
Which platforms dominate influencer marketing in Poland in 2025?
In Poland, the most used platforms are: Instagram (87% of companies), TikTok (around 70%), YouTube, and increasingly LinkedIn (especially in B2B campaigns). A new trend is the growth of influencing on audio/video platforms like Spotify and podcasts.
Is it worth investing in nano-influencers?
Yes. Nano-influencers (under 1,000 followers) have lower reach but high impact on their audiences. Average engagement can be 4–5 times higher than with large creators.
How to measure the effectiveness of an influencer campaign?
The most commonly used indicators are: click count, conversions (e.g., purchases via discount code), reach, engagement (ER), customer acquisition cost (CAC), and customer lifetime value (LTV). Use tracking links (UTMs), affiliate codes, and campaign analytics.
Can an influencer promote products without a signed contract?
They can — but it’s risky for both parties. Without a formal agreement, there’s no protection regarding content rights, publication deadlines, cooperation rules, or payments. A contract should clearly define expectations, compensation, and disclosure guidelines.
