Sprout Social Report: 60% of Brands Are Doubling Down on Influencer Marketing in 2025
Influencer marketing is rapidly evolving, and according to a recent report from Sprout Social, a staggering 59% of marketers globally—and 69% of those in the U.S.—are gearing up to deepen their partnerships with influencers in 2025. This enlightening data stems from a comprehensive January 2025 survey of 650 marketers in the U.S., UK, and Australia. Notably, 37% of marketers intend to maintain their current influencer partnerships, while a mere 4% plan to scale back their investments in this dynamic marketing avenue.
The Rising Tide of Influencer Collaborations
With 77% of brands partnering with one to ten influencers at any given time, it’s clear that the influencer landscape is busy and bustling. For B2B marketers, the motivations behind influencer marketing are multifaceted. The primary goals include:
- Increasing brand awareness (67%)
- Building credibility and trust (54%)
- Enhancing audience engagement and loyalty (37%)
- Co-developing products (29%)
- Driving revenue growth (24%)
To optimize these collaborations, finding the right influencers is crucial. The data reveals that 66% of brands outsource the search to influencer agencies, while 56% rely on dedicated software or databases. Interestingly, 39% stick to traditional research methods. B2B brands, however, show a reluctance to embrace technology in influencer discovery, with only 24% opting for software solutions.
Platforms Matter: Where Your Audience Engages
Beyond influencer selection, the platforms where brands establish their presence are equally important.
“The report emphasizes that brands were highly diversified across social media platforms in 2024, tailoring content messaging to suit different networks and audiences,” states Layla Revis, Vice President of Social, Content, and Brand Marketing at Sprout Social.
While 62% of marketers believe their audience remains anchored to familiar platforms like LinkedIn, Instagram, Facebook, and X, there’s a notable shift: 43% of U.S. marketers report that their audience is increasingly engaging with emerging platforms like Bluesky, Threads, Lemon8, and Mastodon. Many brands are either already active on these channels or have plans to establish their presence soon.
“Success lies in recognizing that today’s consumers prioritize authentic, community-driven engagement over mere presence,” Revis continues.
The Impact of Influencer Content: A Game-Changer
Why Brands Are Committing to Influencer Partnerships
So, why are so many brands opting to invest heavily in influencer marketing? The answer lies in its effectiveness. Sponsored influencer content significantly outperforms traditional organic content across key metrics:
Increased Reach: A remarkable 92% of marketers agree that sponsored influencer content reaches a wider audience than organic posts from brand accounts.
Higher Engagement: Similarly, 90% of marketers believe that sponsored influencer content garners more engagement compared to organic posts.
- More Conversions: An impressive 83% of marketers report higher conversion rates from influencer content compared to organic alternatives. That said, this percentage dips to 59% for B2B marketers, with 40% seeing little to no difference in conversions between influencer marketing and organic content.
Confidence in ROI
In light of these compelling performance metrics, it’s no wonder that 65% of marketers are confident in their ability to demonstrate the business impact and return on investment of influencer partnerships. Further reinforcing this positivity, 65% believe that company leadership understands the value of these collaborations, while 28% are somewhat confident, and only 6% feel otherwise.
Conclusion: The Future is Bright for Influencer Marketing
The Sprout Social report highlights a significant pivot towards influencer marketing in 2025. Brands are not just increasing their influencer partnerships; they are strategically positioning themselves on the right platforms to connect with their audiences effectively. By leveraging the power of influencer collaborations, brands can expect to experience greater reach, engagement, and conversion—all crucial elements of a successful marketing strategy.
As the landscape continues to evolve, staying attuned to these trends will be vital in navigating the dynamic world of content marketing. Are you ready to elevate your brand through strategic influencer partnerships?
For more insights on influencer marketing and its impact, check out Sprout Social and other industry resources.
