The Year Ahead 2025: Brands get better at measuring the impact of influencer partnerships
With brands predicted to have spent £870m on influencer tie-ups in 2024 alone, accurately measuring their impact will become even more important in 2025.
Influencers are becoming a vital component of marketing plans as brands look to reach broader demographics, with UK companies predicted to spend £870m on influencer tie-ups in 2024 alone.
Whether as long-standing brand ambassadors or one-off partners, influencers drive traffic to products by showcasing them to their own audiences, cohorts brands often find hard to reach.
The results can be significant. Creator of the Candy Crush Saga, King’s All Stars series based on collaborations with influencers delivered 50 million impressions, nearly 700,000 engagements and 48 million views.
