In the rapidly evolving landscape of influencer marketing, staying ahead of trends is crucial for brands and creators alike. We asked industry experts to share their insights on the latest trends—from branded creator communities and engaging TikTok challenges to hyper-targeted niche campaigns—offering actionable strategies that brands and creators can leverage to proactively connect authentically with audiences.
Whalar
Lizzy Bilasano, VP of Strategy, Whalar
"We’re 100% going to see the rise of Creator-named communities, both closed and open. This is already happening with communities such as Chris Olson's 'Club Chris' on TikTok or Ashley Alexander's 'Matcha Mob.' It marks a long-awaited shift toward hyper-personalized relationship building. These communities go beyond typical fan followings, turning followers into active participants in a Creator's world. Think Taylor Swift’s 'Swifties,' and Beyoncé’s 'Beyhive' — but with more chances for actual interaction. By branding their communities, Creators build a deeper, more intimate connection with their audience, fostering a sense of belonging and exclusivity. It also empowers Creators to monetize these engaged fans through memberships, merchandise, or special content, creating a sustainable, community-driven ecosystem. As Creators continue to push boundaries, these niche, branded communities will be key trends to watch, offering new opportunities for both Creators and fans."
Haley Henning, Senior Talent Director, YMU
"We've heard about the strength of a dedicated, recurring series for a while now, but platforms like Instagram and TikTok continue to favor and double down on the importance of these. Emerging food creator, Tim Laielli launched his series Hometowns a few months ago and he’s seen consistent and significant growth across his channels, where new growth seems to be difficult for most. What has changed in the series narrative is that it needs to be super unique to you and the community you are cultivating. Instead of a 'Cook Dinner with Me,' Tim creates meals that capture the spirit and diversity of communities across America, bringing viewers up close to the people, traditions, and places that shape each location, while adding a little bit of humor and laughs along the way."
Emily Brown, Senior Manager of Strategy, Billion Dollar Boy
"A new trend that’s emerging on TikTok this week is the ‘Dramatic Sad Violin’ trend, involving users pretending to be someone else and talking about something they desire, then ‘accidentally’ turning the camera to reveal it’s actually them. Charli D’Amelio participated in the trend, promoting her Broadway play ‘& Juliet’ by pretending to praise herself in the clip only to expose that she was the one recording the video. The trend is perfect for creators and brands, especially now before it becomes oversaturated, as it allows for humorous and casual promotion. As the sound becomes more familiar, it will also lead to longer view-through rates since viewers will anticipate the ending and look forward to the camera flipping at the end."
"Another trend that has been taking over our TikTok feeds for weeks now and is a bit more prominent is the 'Then I Go and Spoil It All' trend. The trending sound comes from the 2015 movie Joy, where Jennifer Lawrence sings Frank Sinatra’s 'Something Stupid.' Users share moments where they awkwardly said something that may have ruined a good situation or was just funny and impulsive. The trend continues to grow, with thousands of new videos daily, with influencers, celebrities, and brands like James Charles, Kate Hudson, Alix Earle, Sabrina Carpenter, Peacock, and NBC getting involved. The popularity of the trend is fueled by its relatability; everyone has said something they wish they could take back."
Lindsey Cook, Marketing Director, The Digital Dept.
"We’re finding that honing in on niche creators, subcultures, and references is a fantastic way for brand campaigns to cut through the clutter for 2025. Social media audiences are searching for a sense of community, and the brands and creators that can provide an online space for niche interests are finding incredible success in terms of driving engagement and solidifying that community. For example, we recently worked with Crocs to activate content creators who lean into the 'dark fantasy' vertical, which has a dedicated and engaged fanbase on TikTok and Instagram. We provided creator partners an overarching brief but encouraged them to adapt the Crocs style into their own personal style and storytelling aesthetic, resulting in a campaign that excited followers and drove interest for Crocs with a specific market that may not have been aware they offer footwear and accessories that really fit their preferred style."
Taylar Barrington-Booker, Head of Talent and Partnerships, Agency Cliquish
"To maximize visibility during the busy Q4 season, aim to increase your posting frequency—around 3-5 times a week. Plan and batch content to keep a steady flow, and include brand touchpoints in each post through mentions, tags, or affiliate links. Chee Smalls (@Browngirl_chee) consistently posts lifestyle and fashion content to engage her supporters, drawing them in with her authenticity and regular updates. Her content keeps followers excited for her fall fashion choices, amplifying her social media presence by offering fresh looks to anticipate each season."
Maria Sass, Founder, Sass Marque
"A popular trend among influencers is incorporating ‘characters’—like family, friends, and partners—into their content. This strategy adds a relatable, personal layer to their storytelling, inviting followers to engage more intimately by sharing a glimpse into the influencer’s relationships and daily life. This approach resonates deeply with audiences, making them feel part of the influencer’s inner circle and creating a sense of inclusion, warmth, and added personality that traditional content often lacks. Influencers like Alix Earle and Renee Noe exemplify this approach, bringing followers into their lives and building authentic connections through these multiple perspectives, much like the Kardashian family has done."
Jess Hunichen, Founder, Shine Talent Group
"I'll Buy Only if it's Under $..." encourages people to shop in-store, stay within budgets, and share good deals. This hyper-focused approach appeals to budget-conscious shoppers and increases engagement, especially in stores like TJX."
Ashley Powell, Founder, FROST
"More influencers, both micro and macro, are treating their weddings and other key milestones as curated PR moments, planning content that tells their love story while enhancing their brand. With professional branding and content strategies, they’re creating lasting connections with their followers, making weddings and other key life moments a pivotal point in their personal and professional lives. There is a need for joy and optimism in zeitgeist. We will see influencers to celebrate and broadcast milestones by leaning into creative freedom and pushing individual style, maybe even some maximalism!"
