Discover what brands are really looking for in influencers in 2025—beyond just numbers, it’s about engagement, authenticity, and alignment.
Introduction: The Evolving Criteria for Influencer Selection in 2025
In 2025, brands are shifting away from choosing influencers based solely on follower count. While numbers were once the primary factor in influencer selection, today’s brands are looking for much more. Authenticity, engagement, and alignment with brand values are now at the forefront of influencer campaigns. As the digital landscape evolves, it’s no longer just about the size of an influencer’s audience, but how well they connect with it.
But what do brands truly look for in influencers today? Let’s dive into the key factors that are driving influencer partnerships and how influencers can stand out in this new era of marketing.
1. Engagement Rates Matter More Than Follower Count
In 2025, engagement rate has become one of the most critical metrics brands use to assess an influencer’s value. While a high follower count might seem impressive, it’s not the only indicator of success. Brands now prioritize how much interaction an influencer has with their audience—comments, likes, shares, and other forms of engagement.
Why is this important? Because engagement shows that an influencer’s audience is not only passive but actively interacting with their content. Higher engagement rates mean more trust and influence over their followers, which translates to better chances for conversions and impact.
Example:
A fashion brand looking to promote sustainable products chose an influencer with a smaller following but an engagement rate of over 8%. This influencer’s community was highly engaged and passionate about eco-friendly fashion, which perfectly aligned with the brand’s values. As a result, the campaign exceeded expectations, with higher conversion rates compared to previous influencer collaborations with larger accounts.
2. Content Quality and Creativity Over Volume
Another factor that brands value more than ever is the quality of content an influencer produces. In 2025, brands are moving away from simply counting posts and looking for high-quality, creative, and compelling content that aligns with their marketing goals.
It’s not just about the number of posts an influencer can produce; it’s about the impact of those posts. A beautifully crafted story, a well-thought-out video, or an authentically shared experience can resonate more deeply with an audience than generic, repetitive content.
For example:
A tech brand partnered with a micro-influencer who focused on product reviews and tutorials. Instead of just posting promotional content, the influencer created in-depth, educational videos that showcased how the brand’s product improved their daily life. This high-quality content not only boosted the influencer’s credibility but also led to increased product sales, proving that thoughtful content resonates with audiences.
3. Brand Alignment and Shared Values
In 2025, authenticity is key. Brands want influencers who align with their values and messaging. Consumers today are more discerning than ever and can easily spot inauthentic endorsements. If an influencer promotes products or services that don’t match their personal brand or beliefs, it can lead to backlash or distrust.
Brand alignment goes beyond just the product category. It also includes shared values, such as sustainability, diversity, and social responsibility. Brands want to partner with influencers who genuinely represent the values they stand for, not just those who fit the aesthetic.
Case Study:
A skincare brand focused on clean beauty and sustainability collaborated with an influencer who had built a loyal following by sharing eco-friendly living tips. This influencer had long been advocating for clean beauty, which made the collaboration feel natural. The result was a campaign that resonated deeply with the influencer’s audience and led to higher brand trust and conversion rates.
4. Niche Targeting and Audience Trust
In 2025, influencers are no longer just categorized by the size of their audience but by the depth of their niche and the trust they have built within it. Brands increasingly recognize that niche influencers often drive higher engagement and conversions because they have a more focused and loyal audience.
For instance, an influencer in the fitness niche who shares workout routines, health tips, and personal fitness journeys is more likely to convert followers to customers for fitness-related products than an influencer with a broad, general audience.
For Example:
A wellness brand partnered with an influencer who specialized in plant-based nutrition. While the influencer’s follower count was lower than some of their peers, their audience was highly engaged in plant-based living. The brand saw exceptional results with a targeted campaign, as the influencer’s followers trusted their recommendations on health and wellness.
5. Storytelling and Emotional Connection
Brands now value influencers who can tell stories that resonate with their audience on an emotional level. It’s not enough to simply show a product in use; influencers must craft narratives that connect with their followers’ experiences and aspirations.
This could be through storytelling in captions, detailed product reviews, or behind-the-scenes content that makes followers feel like they are part of the journey. Emotional connections help build long-lasting relationships with the audience, which is critical for ongoing brand loyalty and repeat sales.
Real-World Example:
A travel brand worked with an influencer who shared stories about their adventures and how travel had changed their life. By tying the brand’s product into these personal stories, the influencer created a more authentic and engaging narrative. The campaign not only increased product sales but also helped foster a deeper emotional connection between the brand and its audience.
Tips for Influencers: How to Appeal to Brands in 2025
1. Build and Showcase Engagement:
Instead of focusing solely on growing your follower count, work on building strong engagement with your audience. Respond to comments, ask questions in your posts, and encourage dialogue with your followers. This will increase your chances of being noticed by brands looking for meaningful engagement.
2. Focus on High-Quality Content:
Ensure your content is visually appealing, well-thought-out, and genuinely reflective of your personality. Brands are looking for influencers who produce content that stands out and adds value to their audience.
3. Align with the Right Brands:
Work with brands that align with your personal values and interests. Authenticity is key to maintaining trust with your audience, so only partner with brands you truly believe in.
4. Tell Compelling Stories:
Instead of just showcasing products, share your personal experiences with them. Craft stories that highlight how the brand fits into your life and the lives of your followers.
5. Engage in Niche Markets:
Find your niche and grow your community there. Brands often seek influencers who have deep connections with specific audience segments, as niche targeting leads to higher conversions.
Conclusion: It’s More Than Just Numbers in 2025
In 2025, brands are no longer simply choosing influencers based on follower count. Instead, they are looking for qualities such as engagement, authenticity, brand alignment, and the ability to create compelling content. By focusing on these factors, influencers can build stronger, more lasting relationships with brands and create campaigns that deliver real results.
Are you a brand looking for influencers who align with your values and goals?
Explore Influrion to find the perfect influencer partnerships for your next campaign.