Written by Trish McGee

In 2024, influencer marketing has evolved beyond mere endorsements. It’s now a strategic tool that can significantly impact brand awareness, lead generation and direct sales. 

IMPACT recently conducted its 2024 Influencer Pulse Check – an annual survey designed to better understand the needs and wants of content creators. We undertake this research regularly to ensure we are delivering best practice in an ever-evolving influencer landscape.  

In this article, we’ll uncover a snapshot of current trends to inform campaigns and provide actionable, data-driven tips on how you can work better with influencers to see improved results in 2025.   

Trend #1: How cost of living is reshaping the industry 

The rising cost of living has inevitably impacted the ways influencers work. From rising rates to push back from audiences, this economic shift is reshaping the influencer landscape in a number of ways. 

• Hesitant to gift: Influencers are becoming more selective about sponsored content, with 46 per cent of influencers hesitant to post about gifted products.  

• Budget-friendly options required: To maintain authenticity and relevance, influencers are incorporating more budget-friendly products into their content, balancing sponsored posts with affordable options. About 20 per cent of respondents say their audience constantly reminds them of the cost-of-living issue, with 32 per cent of followers commenting on price of products. 

• Increased rates: Four out of five creators have increased their rates to compensate for rising costs, with a fifth of respondents increasing rates by more than 25 per cent. Over 80 per cent believe brands will increase their influencer marketing budgets in 2025. 

• Time pressured: The number of full-time content creators has decreased since 2023 and there are significantly more creators who are employed full-time outside of content creation. In 2024, 36 per cent of creators have a full-time job compared to just 8 per cent last year. There are also fewer creators with a manager in 2024, with just 12 per cent in 2024 compared to 35 per cent in 2023. 

• Sustainability takes a back seat: Price of goods or service inevitably takes priority over sustainability in periods of economic downturn. However, according to our survey, creators would prefer to work with a brand that prioritises sustainability or has ESG targets in place. Over half (56%) say that their audience is more concerned about a brand’s sustainability credentials compared to 12 months ago.  

Trend #2: TikTok takes over 

For the first time in the decade of conducting our survey, TikTok has been crowned as an influencer’s preferred platform. In addition to helping achieve reach and engagement (48% on TikTok compared to Instagram 44%), it reflects the platform’s growing dominance in the social media landscape.  

TikTok’s short-form video format is highly engaging (just ask any Gen Z), making it easy for creators to capture and maintain audience attention. TikTok’s algorithm also prioritises content relevance over follower count, giving smaller creators a chance to go viral. 

However, for bottom-of-funnel conversions, Instagram remains the champion – with 50 per cent of creators stating they prefer Instagram for paid partnerships, followed by TikTok (45.45%) and YouTube (4.55%). 

Trend #3: The rise of User-Generated Content (UGC) 

This year, we saw more requests for user-generated content (UGC) from influencers, up 83 per cent on last year. UGC campaigns involve brands engaging an influencer to develop content, but the influencer will not post on their own page. Instead, the brand will promote the content across its owned channels, such as social media, eDM, websites, and even out-of-home.  

In 2024, 88 per cent of creators have worked on a UGC campaign where they were required to create content solely for a brand’s owned channels. 

This is a cost-effective way to create content for your brand without needing to fork out for high-production shoots. It’s also an effective strategy to ensure your brand’s content is more relatable to audiences.  

IMPACT’s top tips for successful influencer campaigns 

Through our exclusive 2024 Influencer Pulse Check report, influencers have unveiled the key ingredients to drive successful campaigns and impactful results, including:

1. Authenticity: It is essential for brands to align with creators who genuine fit for the brand and believe in the product or service. Creators and followers alike can see right through when a partnership is inauthentic. 

2. Clear and detailed briefs: Set the stage for success with precise guidelines.

3. Open communication: Foster trust and transparency by maintaining regular communication throughout the partnership to address any questions or concerns.

4. Creative freedom: Empower influencers to bring their unique vision to life.

5. Transparent feedback: Provide clear, concise and actionable feedback.

6. Fair compensation: Offer payment for the influencer’s time and effort in line with the current rate. 

7. Realistic expectations: Set realistic and achievable deliverables and timelines.

8. Prioritising paid partnerships: Avoid gifting-only arrangements: Gifting is important for influencers to trial the product and ensure authenticity, but it’s important to prioritise paid partnerships, especially for experienced creators. 

If you would like to know more about IMPACT’s Influencer Pulse Check or how we can boost your influencer marketing, contact Trish McGee at trish@impactagency.com.au.  

*30 content creators from diverse industries across Australia were surveyed as part of this research. Influencers were aged 18 – 27 (68%), 28 – 35 (28%), 36+ (4%) with follower counts ranging from <10,000 to 500,000+. Participants were asked about personal experiences and preferences, as well as industry practices like preferred platforms, briefing requirements, gifting etiquette, pain points, and what makes a successful campaign.