Influencers’ influence has changed, and much negativity has sprung up around them, even leading to an anti-influencer movement. BW Confidential analyzes the shifts in influencer marketing and looks at what comes next by Naomi Marcoulet
Influencers have been known for creating many a scandal, and stories of misfired collaborations with brands abound, but the influencer marketing industry is not about to die away soon. It is too lucrative and important for all concerned. The global influencer industry’s growth has more than tripled since 2020, and in 2025 is estimated to reach around $33bn, according to Statista. Today, the influencer market has evolved into a full-scale industry and become an integral part of companies’ marketing strategies.
But the influencer landscape is changing dramatically. “What started as a niche playground for a few bold early adopters has evolved into a highly professionalized, data-driven ecosystem. We’ve moved from passion projects filmed in bedrooms, to creators operating like full-blown media houses, with rate cards, KPIs and production crews that would make a small agency blush,” says Christoph Schabel, Lead Creative Strategist at public relations firm MSL. “In beauty especially, the bar for content quality has skyrocketed. Brands now expect not just reach, but real influence.”
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