Latest / Influencer Confidential / Influencer Marketing in 2025: What Creators & Brands Need to Know #251

Transcript

Influencer Marketing in 2025: What Creators & Brands Need to Know #251 · Influencer Confidential

• 0:00
  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
• 0:04
  Speaker 1: Nina Zeta and I will be your host. I love
• 0:07
  Speaker 1: working with brands and influencers on all things business strategy.
• 0:11
  Speaker 1: Are you ready to learn what it takes to work
• 0:13
  Speaker 1: in this influencer industry and see behind the currentin Well,
• 0:16
  Speaker 1: let's jump in. Whether you're a brand or a creator.
• 0:25
  Speaker 1: This is going to be so very helpful for you
• 0:27
  Speaker 1: if you care at all about our industry, because this
• 0:31
  Speaker 1: is going to be going over in depth Collapster's Influencer
• 0:34
  Speaker 1: Marketing Report. Now, if you're not familiar with Collapster, they're
• 0:38
  Speaker 1: one of the world's leading influencer marketing platforms and they
• 0:41
  Speaker 1: put this report out and I was eating it up,
• 0:44
  Speaker 1: like I was going through this report. And for me,
• 0:46
  Speaker 1: obviously I want to know about our industry because of
• 0:49
  Speaker 1: my brand clients, but also for my creator community. I
• 0:51
  Speaker 1: want to know what's happening. I want to understand, and
• 0:54
  Speaker 1: they went all in on this report. So I said
• 0:57
  Speaker 1: to myself, Okay, I read the report, I went through it.
• 1:00
  Speaker 1: Let's go over key highlights with you guys so that
• 1:02
  Speaker 1: you guys can also understand what our industry is doing.
• 1:05
  Speaker 1: We're going to go over key statistics trends, and I'm
• 1:08
  Speaker 1: going to be screen sharing this report. Because they did
• 1:11
  Speaker 1: the work and they did the research, they deserve the credit.
• 1:14
  Speaker 1: So let's jump in and learn a little bit more
• 1:16
  Speaker 1: about what's happening in our industry. Like I said, whether
• 1:19
  Speaker 1: you're a brand or creator or just a marketing professional
• 1:21
  Speaker 1: that cares about influencer marketing, I think you're going to
• 1:23
  Speaker 1: learn a lot. This report is great, it's really interesting.
• 1:26
  Speaker 1: Let's go ahead and start with who they analyzed and
• 1:29
  Speaker 1: the type of data they analyze so you understand where
• 1:31
  Speaker 1: this is coming from. They said that this year's report
• 1:34
  Speaker 1: analyzes data from forty thousand advertisers and one hundred thousand creators,
• 1:39
  Speaker 1: so that is their base, over one hundred thousand creators, right,
• 1:43
  Speaker 1: and they collected all of this information from January first,
• 1:46
  Speaker 1: twenty twenty four to December fifteenth, twenty twenty four, so
• 1:49
  Speaker 1: almost a whole year, so that they could report on
• 1:51
  Speaker 1: it for twenty twenty five. Now they put ahead and
• 1:54
  Speaker 1: gone and showed us the key highlights right away, so
• 1:57
  Speaker 1: kind of like those top level things that we need
• 1:59
  Speaker 1: to know. I'm going to go over it, but I'm
• 2:01
  Speaker 1: also going to dive in deep into the ones that
• 2:02
  Speaker 1: I think are the most important, because I always tell
• 2:05
  Speaker 1: creators in my community, y'all, this is our business, this
• 2:08
  Speaker 1: is our industry. We need to know what is happening.
• 2:11
  Speaker 1: We need to be reading reports like this or listening
• 2:13
  Speaker 1: to me so I can digest them for you. Because
• 2:16
  Speaker 1: if you are not in the loop in your industry,
• 2:18
  Speaker 1: you're going to get lost. So this report's going to
• 2:21
  Speaker 1: help us say real, real clear. The first thing that
• 2:23
  Speaker 1: they're sharing is that the influencer marketing industry has grown
• 2:26
  Speaker 1: twelve percent to twenty two billion in twenty twenty five.
• 2:30
  Speaker 1: They're sharing that UGC has surged ninety three percent, reflecting
• 2:37
  Speaker 1: the growing power of everyday influencers and ninety three percent
• 2:41
  Speaker 1: growth in UGC, I mean, that's quite crazy, right when
• 2:44
  Speaker 1: we think of not only the demand from the brand side,
• 2:48
  Speaker 1: but also all the creators jumping in. When it comes
• 2:50
  Speaker 1: to influencers, females continue to dominate, holding seventy percent of
• 2:55
  Speaker 1: the market share. However, males creators are paid more forty
• 3:00
  Speaker 1: percent more on average than female creators, something to discuss.
• 3:05
  Speaker 1: And then they also talked about how AI is going
• 3:08
  Speaker 1: to be a really big trending topic for US creators.
• 3:10
  Speaker 1: One of the things that they did know that influencer
• 3:13
  Speaker 1: collaboration spends did go down, not drastically, but it did
• 3:18
  Speaker 1: go down, and they say it's attributed to an influx
• 3:21
  Speaker 1: of new creators, so more creators jumped in, prices went down.
• 3:25
  Speaker 1: So some really great graphs for us to start to
• 3:27
  Speaker 1: see that growth of the influencer market. The influencer size
• 3:31
  Speaker 1: from twenty twenty to twenty twenty five, there was a
• 3:34
  Speaker 1: big boost twenty two billion dollars. We're seeing the creator
• 3:38
  Speaker 1: economy as a whole hitting close to five hundred and
• 3:41
  Speaker 1: twenty eight billion projected in twenty thirty. Right, So we're
• 3:46
  Speaker 1: seeing that upshift. So we haven't even skimmed the tip
• 3:50
  Speaker 1: of the iceberg. You guys, your waiter and you're like,
• 3:52
  Speaker 1: should I join? Is am I too late? You are
• 3:54
  Speaker 1: not too late. You are not too late. We're on
• 3:57
  Speaker 1: the upswing. Okay, same thing for brands who have not
• 4:00
  Speaker 1: maybe jumped into their influencer efforts yet or their UGC efforts.
• 4:04
  Speaker 1: Yet there's still power. We're still going up the ladder here.
• 4:07
  Speaker 1: Now I want to pause sharing a little bit about
• 4:09
  Speaker 1: this report to share with you that if you are
• 4:11
  Speaker 1: a creator that sees wait a second, there's so much
• 4:14
  Speaker 1: opportunity in here. I want my piece of the pie.
• 4:16
  Speaker 1: I want to get in there. I want to pitch
• 4:19
  Speaker 1: to brands. If you're listening in and you're pumped and
• 4:21
  Speaker 1: you're seeing all the opportunity that there is, make sure
• 4:24
  Speaker 1: you watch my training how to land paid brand Deals.
• 4:28
  Speaker 1: It's about an hour long. I'm including the link below.
• 4:31
  Speaker 1: It's free. It is intense. There's a lot of great
• 4:34
  Speaker 1: information in there for you, so go ahead and click
• 4:37
  Speaker 1: that training right away so you can go in and
• 4:39
  Speaker 1: learn actionable strategies to help you get those paid partnerships.
• 4:44
  Speaker 1: I love this graph because I think people always are
• 4:46
  Speaker 1: curious about one of the most popular influencer marketing platforms.
• 4:51
  Speaker 1: So it's no surprise that Instagram took forty two percent.
• 4:55
  Speaker 1: But look at TikTok with forty one percent right behind it,
• 5:00
  Speaker 1: to think that it took so much of a market share.
• 5:03
  Speaker 1: TikTok right, there's still UGC, which is a big player
• 5:08
  Speaker 1: in this space, and we're seeing UGC take more market share,
• 5:12
  Speaker 1: and then they have YouTube as a smaller share in
• 5:16
  Speaker 1: terms of what is most popular. Now, remember they analyze
• 5:20
  Speaker 1: fifteen thousand influencer collaborations, and they're seeing that YouTube has
• 5:24
  Speaker 1: been quite low, but the data from collapsed or It's
• 5:28
  Speaker 1: also important to note how many of their users are
• 5:30
  Speaker 1: on YouTube, right? Are they mostly Instagram centric? So those
• 5:33
  Speaker 1: are things that I'm always going to look out for
• 5:35
  Speaker 1: and think about. So when it comes to social media
• 5:37
  Speaker 1: platforms that have the most influencers, the most influencers exist
• 5:41
  Speaker 1: on Instagram forty two percent, covering. They said that they
• 5:44
  Speaker 1: analyzed over two hundred and sixty thousand influencer packages and
• 5:48
  Speaker 1: that's how they came up with this figure. Now let's
• 5:51
  Speaker 1: talk about markets. I think this is very exciting for
• 5:55
  Speaker 1: all of us because there's so much mindset around influencer
• 5:59
  Speaker 1: marketing being such a US centric practice. While there is
• 6:03
  Speaker 1: truth to that. Right when we look at the top
• 6:05
  Speaker 1: ten countries for influencer marketing, y'all, this is a global economy.
• 6:09
  Speaker 1: We have partnerships and creators popping off all over the world.
• 6:13
  Speaker 1: So Collapster they analyzed fifteen thousand collaborations and these are
• 6:17
  Speaker 1: their most popular countries, so US Obviously, they're seeing partnerships
• 6:21
  Speaker 1: popping off in Canada, the UK, Australia, the UAE, United
• 6:25
  Speaker 1: Arab Emirates, Germany, France, Spain, Netherlands and Italy. So out
• 6:30
  Speaker 1: of their data, these are the countries that are the
• 6:32
  Speaker 1: most popular for influencer marketing. But again they had to
• 6:36
  Speaker 1: probably do a quick top ten. But that does not
• 6:39
  Speaker 1: mean that influencer marketing is not happening in your city
• 6:42
  Speaker 1: or in your country. Okay. What's interesting is when they
• 6:45
  Speaker 1: did this report before, Mexico and Romania were on, but
• 6:48
  Speaker 1: they left and they were replaced with the United Arab
• 6:51
  Speaker 1: Emirates and Netherlands. So it's just there's always going to
• 6:55
  Speaker 1: be people that are on the top ten. It does
• 6:56
  Speaker 1: not mean that people are not going in now, guys.
• 6:59
  Speaker 1: As you guys can see, there's so much information that
• 7:02
  Speaker 1: I'm sharing that just shows how brand deals are it,
• 7:06
  Speaker 1: especially for UGC creators right now. Remember here at Sidewalker Daily,
• 7:10
  Speaker 1: we have the Holy Grail of pitching. It is our
• 7:12
  Speaker 1: Pitching Brands master Course. It is literally the most efficient
• 7:16
  Speaker 1: solution for you if you want to dive head deep
• 7:19
  Speaker 1: and pitch to brands monetize through brand deals. I will
• 7:22
  Speaker 1: leave a link below so that you can learn more
• 7:24
  Speaker 1: about our signature program. It comes with live elements so
• 7:28
  Speaker 1: that you can ask me questions and feel supported in
• 7:30
  Speaker 1: your creator journey, especially when it comes to pitching a negotiation.
• 7:34
  Speaker 1: So I will leave a link below for that. Now,
• 7:35
  Speaker 1: when we look at budget. When we look at budget,
• 7:38
  Speaker 1: who's spending the most? It is no surprise that the US,
• 7:42
  Speaker 1: by a landslide, is paying the most. Now, that does
• 7:45
  Speaker 1: not mean they're only paying US creators. Okay, so that's
• 7:48
  Speaker 1: important to also know. Do you know many Canadian creators
• 7:51
  Speaker 1: I work with in my inner circle community that are
• 7:53
  Speaker 1: working with US brands or European or Australian based creators.
• 7:57
  Speaker 1: It all depends on the target market of the influencers.
• 8:00
  Speaker 1: So let's just say I am working with a US
• 8:03
  Speaker 1: company that has I don't know, let's stay an airline
• 8:06
  Speaker 1: direct flights to Sydney. They're gonna want to work with
• 8:10
  Speaker 1: a local Sydney creator because they have that audience. So
• 8:14
  Speaker 1: just because the US is spending the most, it doesn't
• 8:16
  Speaker 1: necessarily mean that they're only spending within their own country.
• 8:19
  Speaker 1: In case you're interested, the top cities for US influencers
• 8:23
  Speaker 1: in the US LA New York, Miami, Atlanta, and Dallas.
• 8:27
  Speaker 1: When we look at Canada, we're seeing Toronto, Vancouver, Montreal,
• 8:30
  Speaker 1: Calgary and Ottawa. These are where the buckets are popping up.
• 8:34
  Speaker 1: If you're watching from the UK, London, Manchester, leeds Kent
• 8:37
  Speaker 1: and Glasgow. And in Australia Sydney, Melbourne, Perth, Gold Coast,
• 8:43
  Speaker 1: Brisbane and again, if you're really interested in seeing this information,
• 8:47
  Speaker 1: you guys, I'm gonna go ahead of course and link
• 8:49
  Speaker 1: this report for you below so you can dive in
• 8:51
  Speaker 1: and see your own country or information. I'm not going
• 8:54
  Speaker 1: to go and share all the countries here, but I
• 8:56
  Speaker 1: do think that they were able to get some really
• 8:58
  Speaker 1: interesting data around niches. People ask me all the time
• 9:01
  Speaker 1: what are the top popular niches? So not all niches
• 9:04
  Speaker 1: are created equal, some are more saturated than others. These
• 9:08
  Speaker 1: top ten niches have no shortage of influencers. So here's
• 9:11
  Speaker 1: where they're saying they're the most creators based on their data.
• 9:14
  Speaker 1: So lifestyle, beauty, fashion, travel, health and wellness, food and drink,
• 9:18
  Speaker 1: art and photography, family and children, models, and comedy and entertainment.
• 9:23
  Speaker 1: So it seems like those niches tend to have a lot.
• 9:25
  Speaker 1: It's interesting. I'm working with so many creators on brand
• 9:28
  Speaker 1: deals and brand partnerships, and I'm actually working with this
• 9:31
  Speaker 1: surgeon and she does content over on TikTok, and I'm
• 9:34
  Speaker 1: working with this other creator who's an opera singer. I've
• 9:37
  Speaker 1: worked with creators that are in the sports niche or
• 9:40
  Speaker 1: you know, really really specific niches. That podcast interview that
• 9:44
  Speaker 1: I did with Jess from Guestsword Trips, she was like,
• 9:47
  Speaker 1: the more hyper local, the more niche you are, the better.
• 9:50
  Speaker 1: So she really wanted those local accounts. So it's interesting, right,
• 9:53
  Speaker 1: it always depends on what the brand is looking for,
• 9:56
  Speaker 1: So I think that's also really interesting. In Something to Know,
• 9:59
  Speaker 1: I think something and that this report show that was
• 10:01
  Speaker 1: interesting was the asking price versus the actual price of collaborations.
• 10:07
  Speaker 1: So in every example here, it shows that the asking
• 10:10
  Speaker 1: price was oftentimes not met and then there was an
• 10:13
  Speaker 1: actual price. So they basically when you like analyze this data,
• 10:17
  Speaker 1: it just goes to show that negotiations is standard. It
• 10:20
  Speaker 1: kind of confirms the data that creators are negotiating and
• 10:23
  Speaker 1: brands at the end of the day do have that
• 10:25
  Speaker 1: upper hand. But we are seeing that creators are putting
• 10:29
  Speaker 1: their number out there, they may not get met, but
• 10:31
  Speaker 1: that it's oftentimes negotiated against smaller cities. Lead and influencer
• 10:37
  Speaker 1: earnings likely do to lower competition and strong local demand. So,
• 10:42
  Speaker 1: if you are a creator that wants to create content
• 10:44
  Speaker 1: in your city, there's not a lot of people around there,
• 10:48
  Speaker 1: tends to be, you know, the demand does drive the
• 10:50
  Speaker 1: factor up. Now, if you're in a city where there's
• 10:52
  Speaker 1: like thousands of creators talking about your city, it obviously
• 10:55
  Speaker 1: makes it a little bit more difficult. Right when I
• 10:57
  Speaker 1: saw this, I was like, oh my gosh, things people
• 11:00
  Speaker 1: are not talking about. Right, how long does it take
• 11:03
  Speaker 1: to complete a brand collaboration? I think this sets really
• 11:05
  Speaker 1: good expectations for brands and influencers and creators. On average,
• 11:10
  Speaker 1: it takes brands fourteen days to complete a collaboration with
• 11:13
  Speaker 1: an influencer. So I actually saw a campaign just yesterday
• 11:17
  Speaker 1: and the brand was like, we want it five days
• 11:20
  Speaker 1: after the contract assigned. I'm so sorry, what like that
• 11:23
  Speaker 1: is just crazy? So there needs to be rush fees
• 11:26
  Speaker 1: if the brand has any sort of request like that. Right,
• 11:29
  Speaker 1: these things take time, So I thought this was helpful
• 11:31
  Speaker 1: to us understand that turnaround time. It really affects it.
• 11:35
  Speaker 1: There's so much that goes into turnaround time, right, like
• 11:38
  Speaker 1: what type of content the creator is creating, what are
• 11:41
  Speaker 1: the deliverables, how is it executed? So that's something that
• 11:44
  Speaker 1: obviously I don't think people take into account. So I
• 11:46
  Speaker 1: think fourteen days is right on the money here now
• 11:49
  Speaker 1: predictions that Collapse is sharing with us. Keep a vigilant
• 11:52
  Speaker 1: eye on AI. We're seeing AI being something that is
• 11:56
  Speaker 1: coming into the place. While there has times savings for
• 12:01
  Speaker 1: influencer marketing, there are also a lot of I think,
• 12:05
  Speaker 1: I know this article is not saying but fears around
• 12:07
  Speaker 1: AI in the creator space. But regardless of y'all, this
• 12:11
  Speaker 1: report is so in depth, it is so helpful. I've
• 12:15
  Speaker 1: linked it at the bottom so you can go in
• 12:17
  Speaker 1: and comb through and read about it so that you
• 12:20
  Speaker 1: guys can make decisions in your business, whether you are
• 12:23
  Speaker 1: a brand or a creator influencer, you can go in
• 12:26
  Speaker 1: and read all the reports. Don't just read the one
• 12:29
  Speaker 1: that I'm reading to you. This is just one out
• 12:30
  Speaker 1: of the many, right, take your time to understand this industry.
• 12:33
  Speaker 1: At the end of the day, you are a business owner,
• 12:35
  Speaker 1: You are in charge, and you are responsible for your
• 12:39
  Speaker 1: own knowledge in this space. I hope I was able
• 12:42
  Speaker 1: to be helpful and help you guys with this. I
• 12:45
  Speaker 1: hope you enjoyed today's episode If you did, make sure
• 12:48
  Speaker 1: to rate, review, and subscribe to our show, and visit
• 12:52
  Speaker 1: Sidewalkerdaily dot com for more resources on all things influencer,
• 12:56
  Speaker 1: marketing and social media. Until next time,