Chicago: The Pulse of Influencer Marketing

Chicago: The Pulse of Influencer Marketing

In the vibrant city of Chicago, the world of influencer marketing is buzzing with energy, expecting an exciting evolution as we march toward 2025. With a staggering $24 billion industry at its core, influencer marketing shows no signs of slowing down, even amid economic challenges. According to recent findings from Edelman’s State of Influencer Marketing report, an impressive 40% of marketers are putting a significant chunk—about a quarter—of their marketing budgets into influencer campaigns, reflecting a notable increase from previous years. So, what can we expect as we head into this new era?

1. Creators in Product Development

One trend gaining momentum is how brands are turning to influencers for product development input. Koosha Nouri, a beauty creator and social media strategist, points out that skincare companies like Kate Somerville and Youth to the People are already sending products to creators before their official launch. For example, Kate Somerville is getting valuable feedback on its Vitamin C serum from creators, helping craft a product that truly resonates. Similarly, Youth to the People has formed a panel of creators to share insights during the development of their Superfruit Exfoliating Cleanser. The ultimate win-win? Brands gain confidence, while creators feel a sense of ownership as they pre-test products for their communities.

2. LinkedIn’s Emerging Role

Gone are the days when LinkedIn was solely about B2B marketing! As more brands see its potential, creator partnerships on LinkedIn are predicted to emerge strongly in 2025. Brands like Away have already started utilizing LinkedIn creators to promote corporate gifting programs. Nathan Poekert, Chief Marketing Officer at General Idea, mentions that brands are beginning to realize the massive untapped potential of LinkedIn. The numbers are promising, too—creators with 40,000 followers on LinkedIn can expect double the engagement compared to their Instagram counterparts. This shift widens the net of possibilities for creators aiming to diversify their platform presence as TikTok’s future remains a bit of a question mark.

3. Long-Term Partnerships

As we look at the waves of 2025, there’s a notable shift toward long-term creator partnerships. Brands are increasingly seeing creators as vital strategic allies rather than just tools for short-term promotions. According to Bryan Gold, co-founder and CEO of #paid, many top creators are now stepping into advisory roles, even earning equity in the companies they support. This new dynamic offers creators like Alix Earle, who partnered with the Texas-based soda brand Poppi, a chance at more meaningful involvement in the brands they love.

4. Authenticity with Content Generation

With rising influencer fees and tightening marketing budgets, brands are turning towards user-generated content (UGC) and employee-generated content (EGC) as authentic pathways to build trust with consumers. After all, a staggering 81% of consumers highlight trust as pivotal in their purchasing decisions! Take Craftmix, a cocktail brand that captured TikTok attention after their social media manager went viral for replying to an influencer’s critique of their product. By showcasing their behind-the-scenes insights, Craftmix successfully fostered a loyal following while maintaining transparency and connecting with their audience.

5. The Comeback of In-Person Events

Finally, it’s time to mark your calendars! In-person events are making a strong comeback in 2025 as consumers crave live experiences. According to PQ Media, experiential marketing already exceeds pre-pandemic levels, and brands are increasingly drawing on influencers to promote and host these activations. For instance, Universal recently invited creators like Natalie Marshall and Avery Woods to the premiere of Wicked, a clear indication of how essential influencers have become in elevating such events. Creators now have a pivotal role, assisting in event curation and building community around brands.

In summary, as we approach 2025, it’s clear that influencer marketing isn’t just about flashy posts anymore; it’s about collaboration, authenticity, and connection. Creators are stepping into deeper roles that shape brand strategies, paving the way for a fresh chapter in how brands and consumers interact. Chicago, with its vibrant culture and creativity, is the perfect backdrop for this transformation.

As we witness this evolution, let’s keep the conversation going! Jump into our community to share your thoughts and insights—one space, many voices.