What’s Actually Working in Influencer Marketing in 2025 (Without Bleeding Your Budget Dry)

Influencer marketing hasn’t died - it just outgrown the spray-and-pray strategy. In 2025, the brands that win aren’t the loudest or the biggest; they’re the smartest, scrappiest, and most self-aware. Gone are the days of $100K influencer trips and copy-paste captions. Today’s successful brands are betting on thoughtful storytelling, strategic seeding, and community-first activations.

Here’s what’s really working right now:

1. Influencer Trips Are Intimate, Purposeful, and Instagram-Optional

The classic “trip” still exists—but it’s no longer about drone shots over Santorini. Today’s activations are rooted in meaning, not just marketing.

• Dieux Skincare invited creators to a NYC dinner centered on ingredient transparency, sparking real conversation (and content that didn’t feel forced).

• Dip (yes, the solid shampoo brand) hosted influencers at a regenerative farm—connecting their audience to the eco-conscious mission in real life.

• Topicals turned the influencer trip model on its head by organizing a desert retreat focused on mental health and skin neutrality—less “aspirational content,” more honest connection.

The common thread? Smaller groups, deeper storytelling, and an experience that leaves creators with something real to say.

2. Triangl Didn’t Pay Kendall. Kendall Called Them.

One of the most clever influencer plays in recent years? Australian swimwear brand Triangl. They didn’t have the budget to book Kendall Jenner, so they sent bikinis to her friends. No strings, no asks—just seeding into the right social circles.

Kendall saw the swimsuits on her friends and reached out directly. No contract. Just curiosity.

That’s the power of organic influence in 2025. When you can't buy the spotlight, create the ripple effect that draws it to you.

3. Co-Creation Is the New Collab

Instead of paying creators to promote pre-packaged products, smart brands are inviting them into the process. That might mean co-developing shades, naming products, or shooting content together.

Parade has turned this into a science, launching micro-collections with creators and community members that feel like movements, not drops. The best part? Everyone wins—especially your budget.

4. Micro > Mega

It’s no longer about who has the most followers. It’s about who has the most trust. That’s why brands like Topicals, Tower 28, and Youthforia are investing in micro- and nano-influencers.

These creators might have a smaller reach, but their engagement is real. Their content hits home, and their followers buy. (I’ve been preaching this since leading a panel on the power of micro influencers at SXSW in 2018!)

5. UGC Is Still Queen—But She’s Wearing Less Makeup

User-generated content is having a low-key renaissance. The new standard is casual, clever, and believable. Brands like MERIT Beauty are building entire paid media libraries from fans who genuinely use their products—and look like it.

The best content doesn’t scream “ad.” It whispers, “I trust this.”

TL;DR: The New Rules of Influence

In 2025, the game isn’t about flash; it’s all about that feeling. It’s making creators feel seen, giving them something to say, and letting their influence unfold organically.

Whether it’s a shampoo brand on a farm, a skincare line in the desert, or a bikini company sliding into Kendall Jenner’s friend group, the best influencer marketing today isn’t always the loudest.

It’s the cleverest.