Influencer Marketing Trends in 2025 — What Brands Need to Know

In 2025, Influencer Marketing is more than just sponsoring content — it has become a core part of every successful digital campaign. With the rise of short-form content, live shopping, and community-driven platforms, brands need to rethink how they work with creators.

Here are the top influencer marketing trends Unime Network is observing across Vietnam and Southeast Asia.

1. Micro and Nano Influencers are Taking Over

Bigger isn’t always better.
Micro (10K–100K followers) and Nano (<10K followers) influencers are generating higher engagement rates than mega-influencers.

✔ More authentic & relatable
✔ Higher audience trust
✔ Lower cost-per-engagement (CPE)

Brands are shifting budget towards multiple small creators rather than one big name.

2. Video-First Collaborations

Video is king, especially:

• TikTok Videos
• Instagram Reels
• YouTube Shorts
• Live Shopping Streams

Short-form, entertaining, and storytelling-focused videos are outperforming static posts.

Creators who can create engaging video content are in high demand.

3. Live Shopping + Influencers = Perfect Match

In 2025, brands increasingly pair influencers with live shopping campaigns.

✔ Influencers act as live stream hosts
✔ Viewers interact directly with creators
✔ Conversion rates significantly increase during live sessions

Unime’s clients have seen 5–8% conversion rates during influencer-led live shopping campaigns, higher than typical ad benchmarks.

4. Data-Driven Influencer Selection

Brands no longer choose influencers just by follower count.
Instead, they analyze:

• Audience demographics
• Engagement quality
• Content style
• Purchase influence

At Unime, we help clients select influencers using data, ensuring brand-fit and campaign objectives are aligned.

5. Creator Economy Tools are Expanding

Platforms like TikTok Creator Marketplace, Meta Creator Marketplace, and Unime’s partner network now allow:

• Easier influencer discovery
• Transparent pricing
• Campaign performance tracking

This enables brands to manage influencer campaigns more effectively than ever.

6. Influencers as Long-Term Partners

Brands are moving away from one-off sponsored posts toward long-term partnerships.

✔ Better brand affinity
✔ More impactful storytelling
✔ Consistent messaging across multiple campaigns

Long-term collaborations create trust not only between the influencer and brand, but also with their audiences.

Unime Network’s Approach to Influencer Marketing

At Unime Network, we:

• Connect brands with suitable creators
• Support influencer onboarding and creative direction
• Integrate influencers into paid media and live shopping campaigns
• Track and analyze campaign performance

Whether it’s micro-influencers for e-commerce or KOLs for brand awareness, we design influencer strategies that drive real business results.

Final Thoughts

Influencer marketing in 2025 is no longer about vanity metrics.
It’s about:

• Data
• Storytelling
• Authenticity
• Performance

The brands who understand this will dominate in the evolving digital space.