The Future of Influencer Marketing

Influencer marketing is everywhere and is arguably one of the most relevant and entertaining forms of marketing today. In fact, our research shows that 40% of Danes react positively to the sponsored products that influencers recommend, which is remarkable in a time where audiences are increasingly becoming more and more annoyed with ads. In an overcrowded and noisy advertising landscape, influencer marketing offers a powerful way to connect with audiences – yet most brands aren’t utilizing its full potential. While influencer campaigns are common, they often lack a strategic foundation. They’re treated as independent efforts rather than integrated parts of the whole marketing strategy. The focus tends to be on surface-level metrics instead of real data, and many miss out on opportunities to amplify their reach and truly understand campaign performance. 

The problem is the approach to influencer marketing. Shifting to a data-driven, integrated strategy unlocks the true power of influencers and delivers measurable results. Here’s how to elevate your influencer marketing in 2025. 

Advertising’s Challenge (and the Influencer Opportunity) 

It’s no secret that consumers increasingly tune out traditional advertising. Effective influencer marketing, however, cuts through the noise. Influencer marketing – when done correctly – can offer trackable, targeted, and scalable results extending beyond fashion and beauty categories. Think of influencer marketing not as a standalone tactic, but as a holistic and integrated part of your overall marketing strategy – and allocate appropriate paid spend accordingly. 

Selecting the Right Influencers 

Follower count is a misleading metric. Audience demographics also have a lot of limitations. Cost metrics like CPE and CPM, along with actual campaign performance data, must be part of the influencer selection process. This enables us to track if an influencer is e.g. better at driving awareness or driving conversion – and further broken down by industry. A unique insight into the influencer’s performance metrics that often the influencer is not even aware of themselves.  

Our analysis of hundreds of influencers across TikTok and Instagram revealed these key insights: 

• Micro-influencers can be inefficient investments. Macro-influencers on Instagram and mega-influencers on TikTok often provide greater value.  

• Engagement rate doesn’t always correlate with pricing. Move beyond superficial metrics and delve into the data: follower demographics, interests, CPE, CPM, and actual campaign performance.  

• A human-centric approach remains crucial. Ensure the influencer’s brand aligns with yours. 

Maximizing Influencer Advantage 

Creating compelling content is just the beginning. Amplifying its reach with paid promotion is essential. Incorporating influencer content into paid media expands visibility beyond their existing followers. Our research demonstrates that this is cost-effective and significantly increases impressions without excessive spending. In fact, this can result in a 77% decrease in CPM while still accounting for the influencer fee. Retargeting engaged influencer audiences generates substantially higher click-through rates, with CTR increasing by up to 63% compared to general retargeting. 

Integrating Influencer Marketing for Maximum Impact 

Influencer marketing isn’t a standalone tactic; it’s a valuable component of a comprehensive marketing strategy. Integrate it with other marketing efforts for optimal results; 

• Amplify content: Paid media extends the reach of influencer messages. Put paid spend behind your influencer campaigns to maximize their impact. 

• Engage deeper: Retargeting audiences who interact with influencer content is highly effective. 

• Data-driven optimization: Track performance metrics and continuously optimize campaigns. 

The Future of Influencers: Strategic, Scalable, and Data-Driven 

Influencer marketing is constantly evolving. Data-driven decisions, strategic paid amplification, and seamless integration are essential for success in 2025. Discard outdated approaches and embrace a more strategic, data-informed methodology. Influencer marketing isn’t merely a tactic; it’s a powerful growth engine. 

Interested in learning more? Contact Christine Matthesen, Social & Influencer Director at Goat, at [email protected] and Mette Frølich, Head of Operations & Team Lead at Goat, at [email protected].