More Influencers, Less Ad Fatigue: 2025’s Marketing Math

Influencer marketing is having a moment—well, more like a year. According to Sprout Social’s Q1 2025 Pulse Survey, a majority 59% of marketers across the U.S., UK, and Australia plan to increase influencer partnerships this year. Only 37% are sticking with their current roster, signaling a strong shift toward tapping into digital personalities. The reason? Consumers are hopping platforms faster than you can say “algorithm update,” and influencers remain the one constant fans will follow. Layla Revis from Sprout Social nailed it: influencers are now “trusted sources of inspiration and entertainment.”

Brands aren’t exactly going all-in with mega deals, though. Seventy-seven percent of companies are working with 1–10 influencers at a time, with B2C brands skewing higher—over half are in the 6–10 influencer range, and nearly a quarter are juggling 11–19. The motivations behind these partnerships are data-backed: 66% aim to boost brand awareness, 59% want higher audience engagement, and 55% link influencers directly to credibility, trust, and revenue growth. In contrast, loyalty and co-creation are still in the minority, cited by 45% and 33% of respondents, respectively.

Platform-wise, the terrain is getting spicy. With a TikTok ban looming and Meta scrapping fact-checking in favor of “community notes,” brands are forced to diversify their channel mix. Threads and Bluesky are emerging favorites, with over half of marketers already active on each. In Australia, Bluesky is especially hot—73% of marketers there are already posting. And brands aren't just showing up—they’re strategizing early to ride the organic wave before these platforms get pay-to-play crowded.

Read more at Marketing Dive.