5 Influencer Marketing Trends to Watch in 2025
JANUARY 16, 2025
By: Lauren Stewart
Say the word “influencer” and people’s thoughts typically turn to Beyonce, Dwayne Johnson, Selena Gomez, or a handful of other celebrities with a gazillion social media followers.
Yet beyond the high-profile names, influencer marketing is booming — with the industry projected to generate $24 billion in 2025. For foundations and nonprofits, influencer marketing offers new avenues to expand impact, build trust, and engage diverse communities.
Why It Matters
Philanthropic organizations can benefit immensely by developing influencer marketing strategies that consider how the practice is evolving.
By leveraging influencers as collaborators, using platforms like LinkedIn, and focusing on trust-driven content, foundations and nonprofits can amplify their missions and drive meaningful change in 2025 and beyond.
Here are the five trends that will be shaping influencer marketing in 2025:
1. Creators as Strategic Advisors
Gone are the days of influencers merely promoting content. In 2025, they’re becoming consultants, advising on campaign strategies, planning events, and even directing nonprofit programming. For philanthropic organizations, this means influencers can co-develop initiatives that resonate deeply with audiences, ensuring campaigns are authentic and community-driven.
2. LinkedIn as a Influencer Marketing Powerhouse for Philanthropies
Traditionally seen as a B2B platform, LinkedIn is emerging as a game-changer for foundations and nonprofits. Its professional audience provides fertile ground for partnerships, corporate giving programs, and amplifying impact stories. Creators with dedicated LinkedIn followings can drive donations and thought leadership, all while elevating causes to reach new, engaged audiences.
3. Long-Term Partnerships Build Legacy
One-off collaborations are being replaced by enduring relationships. Nonprofits are increasingly partnering with influencers for engagements that last multiple years, integrating them into advisory boards or as ambassadors. These long-term partnerships foster trust and ensure consistent storytelling, building deeper connections with audience groups over time.
4. Embracing UGC and EGC
User-generated content (UGC) and employee-generated content (EGC) are cost-effective and authentic ways to tell your nonprofit’s story. Highlighting personal narratives from your team or volunteers offers genuine insights that resonate with audiences, building trust — a crucial factor for 81% of donors.
5. The Return of In-Person Events
Experiential marketing is back and stronger than ever. Influencers are vital to these live activations, whether co-hosting fundraising galas, curating invite lists, or sharing exclusive behind-the-scenes content. These events aren’t just about attendance—they're about community-building, with creators at the center.
Our Advice: Ready to embrace these trends? Start small by identifying creators who align with your mission and exploring opportunities to involve them in long-term campaigns or marketing advisory roles.
