Brands are seeing that social commerce brings more sales to their bottom line. And influencers play a major role in that because their entertaining content makes shopping on social media more fun. Social commerce is here to stay, and it\u2019s becoming the new way to shop online.<\/p>\n\n\n\n
2. People are discovering products on social media more than Google.<\/h3>\n\n\n\n
Because social commerce has become more popular, social media users are relying on it more and more. Gen Z consumers actually rely on social media more than Google<\/a> to discover new products! This is a huge opportunity for brands to boost brand awareness. <\/p>\n\n\n\n Since so many people are using social media to discover products, influencers are more vital than ever. To get people to buy from you when they\u2019ve never heard of your brand, you have to build trust. The great thing about influencers is that they already have audiences that trust them.<\/p>\n\n\n\n Another effect of social commerce becoming more popular is that social media platforms keep trying to enhance the experience. This is also happening with online shopping as a whole. Online shopping platforms and social media platforms are focusing more on personalization and customization.<\/p>\n\n\n\n As social commerce becomes more personalized, creative, and interactive, these customized pages are something you\u2019re going to see a lot more of from all kinds of brands.<\/p>\n\n\n\n Running an influencer campaign is challenging because there are so many moving parts. There\u2019s also the pressure of figuring out how to make the campaign hit certain goals. The good news is, AI tools can make these challenges easier, which is why there\u2019s a growing trend of people in the influencer marketing industry using AI.<\/a><\/p>\n\n\n\n There isn\u2019t just one method for using AI in influencer campaigns. AI can be used for content ideas and strategy, campaign planning, content creation, analyzing campaign data, and more. The key is to try different tools and prompts to find out which methods save your brand the most time and effort and maximize results.<\/p>\n\n\n See AI-powered creator marketing in action.<\/strong> One of the most time-saving ways to use AI is to implement chatbots on your social media and website. Brands and influencers alike are making use of chatbots to save time with engagement and customer service.<\/p>\n\n\n\n Manually responding to messages is a massive time drain, but if you don\u2019t respond to everyone or you respond too slowly, people feel frustrated and ignored. Chatbots have become a trend on social media because they can instantly give people helpful info, guide them sign up for email lists, give them discount codes, and so much more. The bigger trend here is to work smarter, not harder.<\/p>\n\n\n\n In this age of AI, social media audiences are craving authenticity. That means people want content that doesn\u2019t come across as fake, exaggerated, or manipulative. A Rakuten<\/a> study found that 60% of social media users place a high value on trust in an influencer\u2019s authenticity, and 85% will unfollow influencers who seem fake.<\/p>\n\n\n\n It\u2019s okay for content to be imperfect. Content creators still get plenty of engagement on content that doesn\u2019t have fancy equipment, is unscripted and unpolished, and features the creator sharing their struggles and failures. So when you\u2019re planning influencer campaigns, remember that influencer content doesn\u2019t have to be glamorous and flawless \u2013 it just has to be human.<\/p>\n\n\n\n With transparency and authentic human content being so well-loved, it\u2019s no surprise that UGC is becoming a key part of brands\u2019 marketing strategies<\/a>. What makes it great for brands is the authenticity of the content. Authenticity helps audiences trust the brand more, meaning they\u2019re more likely to buy.<\/p>\n\n\n\n UGC is also great for influencers, not just brands. It\u2019s a way for them to earn money, and it\u2019s something they can do even if they don\u2019t have an audience. UGC creators may or may not have a lot of followers. It doesn\u2019t matter as long as they create content that a brand can use on its social channel or website. For this reason, brands have plenty of choices when it comes to UGC creators.<\/p>\n\n\n\n Facebook has the highest number of monthly active users<\/a> of any social media platform, with 3.05 billion monthly active users in January 2025. The second most used platform is YouTube, and it has 2.49 billion monthly active users. The platform in third place is Instagram, with 2 billion monthly active users.<\/p>\n\n\n\n That said, different brands can succeed on different platforms. Every brand has to find which platforms bring the highest ROI. It\u2019s smart to work with influencers on multiple platforms and compare results. But if you don\u2019t know where to start, it doesn\u2019t hurt to try one of the three most used platforms.<\/p>\n\n\n\n Short-form video continues to be a mega trend on all social platforms. TikTok is the best-known platform for it, but Instagram, YouTube, Facebook, and even LinkedIn are giving short-form videos a large part of their algorithms. This is why short-form videos can go viral and rack up hundreds of thousands of views.<\/p>\n\n\n\n The problem with short-form videos is that viewers have short attention spans. So if you\u2019re going to take advantage of the short-form trend, remember to use words and visuals that hook the audience from the very beginning, and delete any unnecessary pauses to keep things fast-paced.<\/p>\n\n\n\n Short-form video is huge right now, but that doesn\u2019t mean long-form content has gone out of style. Long-form content continues to be a powerful way to reach audiences, and podcasting in particular is on the rise. Content creators are continuing to make social media content, but many also create podcasts for more in-depth content.<\/p>\n\n\n\n Since podcasts are listened to by audiences who want in-depth content, podcasts create loyal, trusting fans \u2013 which is awesome for brands promoted on the show. That\u2019s why brands are happy to sponsor podcasts. The amount of revenue generated by US podcasters<\/a> increased from $0.59 billion in 2023 to $0.74 billion in 2024, and it\u2019s projected to reach $1.33 billion in 2027.<\/p>\n\n\n\n When it comes to long-form content, livestreams are popping up all over the place. That\u2019s because when you can watch something happening live, it comes across as more authentic than a prerecorded, edited video. A 2024 survey<\/a> from Billion Dollar Boy found that livestreams are the #1 type of long-form content business owners plan to invest into in 2025.<\/p>\n\n\n\n Live shopping is another rising trend. Marketing expert Kevin P. Giang Barrera explains what makes live shopping so appealing:<\/a> \u201cTraditional online buying can be tricky, especially when you don\u2019t know who is behind the screen. That uncertainty can make us second-guess a purchase.\u201d Influencers using live shopping platforms like Whatnot<\/a> can give viewers an immersive, trustworthy social shopping experience.<\/p>\n\n\n\n With the massive amounts of content posted online each day, getting people to see your content can be an uphill battle. Sub-niching makes it easier to get noticed. Having a niche is nice, but when your content focuses on a subcategory of that niche, that\u2019s even better.<\/p>\n\n\n\n More brands and content creators, especially new ones with small audiences, are creating sub-niche content so their content will be seen by a narrow but enthusiastic audience. That audience will be highly engaged with the content, helping the creator eventually grow and broaden their audience. That\u2019s why sub-niching works.<\/p>\n\n\n Find creators in any niche \u2014 no matter how specific.<\/strong> There are always new trends that pop up in social content, from songs to dances to jokes and more. Some people go viral when they make content based on a trend. But since authenticity and sub-niche content are what audiences want to see, jumping onto every random trend isn\u2019t a winning strategy. Doing good happens to be a good social media strategy. Today\u2019s social media users, especially Gen Z, want to support brands that have strong ethics. This can mean things like being environmentally conscious, promoting diversity equity, and inclusion, and creating uplifting, inspiring content. If people want positivity, communities are the answer<\/a>. People are eager to make connections with others who love the same hobbies or are in the same professional field, and this isn\u2019t just in person. Online communities are extremely popular.<\/p>\n\n\n\n Today\u2019s influencers aren\u2019t just trying to get comments; they\u2019re trying to build communities. That means people in the comments are replying to each other and giving each other tips and encouragement, which creates a sense of belonging. It also creates more loyalty to the influencer themselves. If you think influencer marketing is just B2C, think again. Business owners and executives can be influenced by content too. A growing number of B2B influencers<\/a> are creating content on LinkedIn<\/a> and other platforms, promoting products and services for business owners.<\/p>\n\n\n\n With LinkedIn getting into short-form video, and the enormous growth of the influencer marketing industry (more on that soon), it\u2019s no surprise that influencer marketing now includes more B2B content. However, B2B influencer content may go beyond short-form video and typical social posts. It can also include whitepapers, case studies, webinars, and as mentioned earlier\u2026 podcasts.<\/p>\n\n\n\n Influencers with huge audiences aren\u2019t the only game in town. Micro influencers (10,000-99,999 followers) and nano influencers (1,000-9,999 followers) continue to be highly valued by brands. Their rates tend to be more affordable than those of influencers with hundreds of thousands of followers, and they\u2019re also more likely to have devoted, engaged followers. A growing number of brands and influencers are partnering long-term instead of only doing one-off deals. Long-term partnerships benefit brands because when an influencer promotes the same brand multiple times, their audience starts to know, like, and trust that brand. And it\u2019s nice to have a consistent, reliable partner who\u2019s easy to work with. As the online space becomes more crowded and competitive, brands are looking for ways to step up their social listening game. Social listening isn\u2019t just about responding to comments on your posts. It\u2019s about knowing how social media users feel about your brand, your competitors\u2019 brands, and your industry as a whole.<\/p>\n\n\n\n To create influencer marketing strategies that will give an ROI, you have to deeply understand how your audience feels, what kinds of content they\u2019re most interested in, and what they aren\u2019t<\/em> interested in. The more you listen, the better results you\u2019ll get. That\u2019s why brands that use social listening tools have an advantage over brands that don\u2019t<\/a>.<\/p>\n\n\n\n Our favorite social media trend? The growth of the influencer marketing industry. The industry has grown every year since 2015, according to Statista<\/a>. 2025 looks to be its biggest year of growth yet, going from $24 billion in 2024 to an estimated $32.55 billion in 2025. All right, you\u2019ve just learned 20 trends. Now what? Don\u2019t worry \u2013 you don\u2019t have to memorize all of them.<\/p>\n\n\n\n Think about the goals your brand has this year and focus only on the trends that can help you reach those goals. <\/p>\n\n\n We’ll help you stay on top of the constant changes in social media so you can use influencer marketing to reach your goals. Ready to put these trends to work? 3. Online shopping is becoming more personalized.<\/h3>\n\n\n\n
4. Influencer marketing pros are using AI to make things easier.<\/h3>\n\n\n\n
GRIN uses AI to help brands discover creators, automate outreach, and optimize campaigns \u2014 so you can focus on strategy, not busywork.
Explore GRIN’s Platform\n<\/a><\/p><\/div>\n\n\n5. Chatbots have the answers.<\/h3>\n\n\n\n
6. People want content that\u2019s authentic, transparent, and human.<\/h3>\n\n\n\n
![\"\"](\"https:\/\/grin.co\/wp-content\/uploads\/2021\/12\/TrustGraph-1024x571.jpg\")
7. UGC continues to be a major part of influencer marketing.<\/h3>\n\n\n\n
8. Facebook, YouTube, and Instagram are the most used platforms.<\/h3>\n\n\n\n
9. Short-form video is still extremely popular.<\/h3>\n\n\n\n
10. More influencers are becoming podcasters.<\/h3>\n\n\n\n
![\"\"](\"https:\/\/grin.co\/wp-content\/uploads\/2021\/12\/creatorGeneration-821x1024.jpg\"){kind=spacer}
11. Livestreaming and live shopping are hot right now.<\/h3>\n\n\n\n
![\"\"](\"https:\/\/grin.co\/wp-content\/uploads\/2021\/12\/marketersPlans-1024x339.jpg\")
12. Sub-niche content is the way to go.<\/h3>\n\n\n\n
GRIN’s creator discovery tools let you search by niche, audience demographics, engagement rate, and more to find the perfect match for your brand.
Discover Creators with GRIN\n<\/a><\/p><\/div>\n\n\n13. Brands and creators are changing the way they approach trends.<\/h3>\n\n\n\n
Brands and creators are starting to only jump onto trends that are a good fit for them<\/a>. Creating content based on random, meaningless trends looks inauthentic. People know you\u2019re just chasing views! These days, it\u2019s better to be selective about trendy content \u2013 and even start some trends of your own.<\/p>\n\n\n\n14. Positive, ethical content does well.<\/h3>\n\n\n\n
People on social media are tired of negativity, bullying, and dishonest marketing tactics. They want to see influencers and brands make a positive impact. This was highlighted in a study from Pinterest<\/a>, which has a more positive reputation compared to other platforms. The study showed that social media platforms perceived as \u201cpositive\u201d improved brand favorability by 49%.<\/p>\n\n\n\n15. Online communities are essential.<\/h3>\n\n\n\n
Influencer marketing professionals are looking for communities too. GRIN\u2019s influencer marketing community<\/a> is for people who want a go-to place to ask questions, pick up expert tips, and talk about all things influencer marketing. Communities are one of the most fun social media trends right now, so if you haven\u2019t already, you might as well join in!<\/p>\n\n\n\n16. LinkedIn and B2B content are becoming bigger parts of the influencer marketing world.<\/h3>\n\n\n\n
17. Brands love micro and nano influencers.<\/h3>\n\n\n\n
In a 2025 study from Influencer Marketing Hub<\/a>, \u201ccitizens and nano influencers\u201d got the second-highest rating when social media users were asked which influencers were most likely to influence buying decisions. (The highest rating went to \u201cindustry experts and thought leaders.\u201d) This goes to show that small influencers can have a big impact.<\/p>\n\n\n\n![\"\"](\"https:\/\/grin.co\/wp-content\/uploads\/2021\/12\/InfluencerTypes.jpg\")
18. Influencers and brands are sticking together long-term.<\/h3>\n\n\n\n
Influencers like long-term deals too, because they get predictable income from a brand they love. But that\u2019s not all. Some influencers are joining brands\u2019 advisory boards<\/a> or receiving equity from the brands they promote. When brands go the extra mile with their investments in influencers, it really pays off.<\/p>\n\n\n\n19. Social listening is more important than ever.<\/h3>\n\n\n\n
20. The influencer marketing industry keeps growing (and growing).<\/h3>\n\n\n\n
Brands keep investing more money into influencers because they see how much it\u2019s paying off. And more influencers are getting into the industry and even making it their full-time career. As a result, the influencer industry is stronger than ever. If you\u2019re wondering if you should increase your influencer marketing budget, this is your sign<\/a>.<\/p>\n\n\n\n![\"\"](\"https:\/\/grin.co\/wp-content\/uploads\/2021\/12\/worldMarketSize.jpg\")
Key takeaway: Pay attention to social media trends that will benefit your brand the most.<\/h2>\n\n\n\n
Get Started with GRIN\n<\/a><\/p><\/div>\n\n\nFrequently Asked Questions<\/h2>\n\n\n\n