How to unlock the power of influencer marketing

Influencer marketing has become a major part of digital marketing, transforming how brands connect with consumers.

It’s a topic I became increasingly passionate about while studying Marketing at Newcastle University. Having recently completed my dissertation on the influence of celebrity endorsers on Gen Z’s purchase intentions in the UK apparel fashion industry, I’ve seen first-hand how powerful influencers can be.

What is influencer marketing?

Influencer marketing is a strategy where brands partner with individuals who have a strong online presence to promote their products or services. Whether they’re TikTok creators, Instagram personalities or YouTube vloggers, these influencers share content that feels authentic and relatable, making it far more engaging than traditional advertising.

It works because people trust people. Instead of being sold to by a brand, audiences hear about products through someone they follow and admire, making it a powerful tool for building reach, credibility and customer loyalty.

And what started as a trend has now grown into a multi-billion-dollar industry, growing from just $1.7 billion in 2015 to an estimated $33 billion in 2025. With the global market more than tripling since 2020, it’s clear that brands are rapidly embracing the power of influencers. If you’ve been hesitant up to this point, now is the time to get on board.

The influencer effect

Influencer marketing has moved beyond novelty and hype. It’s now a powerful, results-driven strategy for brands across industries. As consumers increasingly value authenticity and peer-driven recommendations, influencers have become a key part of the path to purchase.

Here are some insights from the industry in 2025:

• 86% of consumers have made purchases inspired by influencers
• 26% of brands dedicate more than 40% of their marketing budgets to influencer partnerships
• Influencer marketing campaigns deliver on average 11 times higher ROI than traditional digital ads
• 69% of consumers trust recommendations from influencers

What types of influencers are there?

Influencer marketing isn’t a ‘one-size fits all’. Different types of influencers bring unique value, reach and impact. Understanding these categories can help brands choose the right partners to connect with their audiences effectively.

Mega-influencers (1m+ followers)

These individuals, often celebrities or public figures, offer expansive reach and visibility. While their engagement rates are typically lower compared to smaller influencers, they are ideal for large-scale awareness campaign.

Macro-influencers (100k-1m followers)

These individuals are well-established in their niche and offer a strong balance of reach and engagement. Their audiences trust their expertise, making them valuable for strengthening brand positioning and reaching a highly relevant target audience.

Micro-influencers (10k-100k followers)

These individuals have highly engaged communities and often produce content with a more personal tone. They are perceived as authentic and relatable, which resonates well with niche audiences. They help to drive conversions, build trust and boost product consideration.

Nano-influencers (<10k followers)

These individuals maintain close relationships with their followers and often generate the highest engagement. They are especially effective for hyperlocal or grassroot marketing strategies.

How do you find the right influencer?

Choosing the right influencer goes beyond follower count. A successful partnership is built on alignment, relevance and strategic intent.

Here are some key factors to consider:

1. Alignment with brand values – Collaborate with influencers whose personal brand and content style align with your brand’s mission and voice. Remember, authenticity builds credibility.
2. Prioritise relevant metrics –  Focus on engagement rate, conversion rates and audience quality, rather than just reach alone. You should define success metrics based on your campaign goals (i.e. brand awareness, conversions or content creation).
3. Choose the right platform – This is key to a campaign’s success. In 2025, TikTok leads the way, with 66% of brands using it, surpassing Instagram (47%) and YouTube (33%). Select influencers based on where your target audience is most active.
4. Adopting a tiered approach: consider combining different types of influencers. Such as mega-influencers for visibility, and micro/nano-influencers for engagement and authenticity. This layered approach maximises campaign impact across the funnel (awareness, consideration, conversion). 

Need support with your digital marketing?

Influencer marketing in 2025 isn’t just a trend, it’s a strategic must-have. Whether you’re building awareness or driving conversions, success lies in choosing the right voices, platforms and goals. And that’s where AB can help!

Get in contact to find out more about how we can support your digital marketing efforts.