Influencer Marketing Trends 2025: What should you expect?

From Mass to Meaningful

Lately, we’ve seen a shift from targeting broad audiences to speaking directly to smaller, highly engaged groups. Whether it’s digital nomads on the hunt for sustainable travel options, Gen Z gamers championing mental health, or dog parents obsessed with eco-friendly products — these micro-communities are growing fast. They may not be huge, but the connections they share with brands run deep.

And here’s the thing: they’re not just looking for products. They want brands that understand their values, not just their demographics.

Brands like Nike have caught on, offering fitness content that’s tailored to different body types and accessibility needs. IKEA, too, has embraced localization, designing home collections that cater to regional habits and home sizes. Personalization isn’t just about inserting a first name into an email anymore. It’s about creating experiences that resonate with people’s identities.

Authenticity Beats Algorithms

But personalization isn't just about data. It’s about values. Consumers increasingly expect brands to stand for something - and to act on it. Whether it’s inclusivity, sustainability, or social justice, a brand’s voice needs to be real, consistent, and backed by action.

Take Tony’s Chocolonely, for example. This Dutch chocolate company didn’t just stop at making delicious treats; they’ve made it their mission to end child labor in the cocoa industry. They’re transparent about their impact, they refuse to use exploitative supply chains, and they don’t shy away from calling out bigger companies for their failings. Their message isn’t polished - it’s real.

Oatly takes a similar approach, mixing humor with substance. Known for its cheeky tone, the oat milk brand has built a loyal following through activism - challenging the dairy industry, promoting carbon labeling, and telling stories that matter. Yes, they've made mistakes, but their transparency and willingness to learn and improve is something their audience values. It’s a reminder that people want brands to show up, not just show off.

In 2025, brands are no longer judged by what they say, but by the receipts they can show. Campaigns backed by measurable action and a willingness to admit imperfection are building the strongest consumer relationships.

Marketing that Feels Like Self-Care

Another emerging trend is what we would call “marketing that respects your peace.” In a world where people are bombarded with notifications, autoplay ads, and pushy sales tactics, there's a growing appreciation for brands that don’t shout for attention, but instead earn it with calm, relevant, and valuable content.

This shift is especially visible on platforms like TikTok and Instagram, where users scroll for connection or inspiration - not to be sold to. Brands that thrive here don’t interrupt; they blend in while standing out. Duolingo is a perfect example: their playful, low-pressure content starring the green owl builds daily familiarity without ever feeling like a lesson. It makes people laugh, relate, and return - all without selling anything directly.

Notion, the productivity tool, has embraced this “gentle marketing” vibe too. Their tutorials and community features prioritize education and empowerment over persuasion. By focusing on helpful content - like real use cases, creator stories, and thoughtful newsletters - they’ve built a user base that advocates for them organically.

This is where modern marketing is heading: toward content that gives more than it takes. Instead of hijacking attention, it earns trust over time. In 2025, the most effective campaigns may not be the loudest, but the ones that make people feel better, not busier.

The Rise of JOMO - Missing Out is Cool

It’s hard to ignore the cultural shift happening right now. The idea of "FOMO" (Fear of Missing Out) is starting to fade, replaced by a new mindset: JOMO - Joy of Missing Out. More and more, we’re seeing people embrace slower, more intentional lives, carving out space to disconnect and prioritize what really matters.

In the age of endless scrolling and performance-driven online personas, JOMO reflects a growing desire to disconnect to reconnect - with ourselves, with nature, with people who truly matter. For marketers, this means rethinking urgency-based strategies, toning down the pressure to "keep up," and embracing moments of intentional slowness.

Some brands are already listening. Pinterest, for example, has positioned itself as a digital sanctuary. Its algorithms don’t push drama or trending outrage - they quietly recommend content aligned with personal growth, creativity, and mindfulness. Pinterest’s own messaging leans into this: less about “what’s viral,” and more about “what feels good.”

Similarly, The Ordinary, a skincare brand known for its simplicity, has gained a cult following by doing less - no overblown campaigns, no over-designed packaging, no unnecessary ingredients. In a cluttered industry, restraint became their strength. They've embraced the idea that customers want space to breathe, not more decisions to make.

Even influencer marketing is feeling this shift. Micro-creators who share calm, reflective content - from cozy book recommendations to slow cooking to quiet travel vlogs - are seeing steady growth. They don’t chase virality; they cultivate intimacy. And in 2025, that feels revolutionary.