Trends in influencer marketing and content creators for 2025
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By Judit Hernán
Knowing the main trends in influencer marketing and content creators for 2025 is key to being able to take full advantage of the great benefits that this type of strategy brings. It is a very volatile and rapidly changing market, but one that is generating impressive results. Precisely for this reason, last year, 41% of Spanish brands increased their investment in influencer marketing campaigns (according to Kolsquare and Newton X), making this one of the most important marketing trends in general.
Do you want to know hr directors database the 165 digital marketing trends and predictions that will change the landscape of our sector by 2025 ? Click here and download the free interactive ebook that we have prepared for you with all the information.
Trends in influencer marketing and content creators for 2025
Below, we will show you what's new in influencer marketing and content creators for 2025.
Virtual influencers created with generative AI
A “virtual influencer” is a digital entity that has the appearance and simulates the behavior of a human being within social networks such as Instagram or TikTok. To better understand this concept, let’s look at the example of the influencer “Aitana Lopez”:
Virtual influencer
Instagram profile of virtual influencer Aitana Lopez ( @fit_aitana ).
The image of this character is created entirely with generative artificial intelligence (we recommend you read our article on The 6 most important trends in AI for 2025 ). As you can see, her appearance is quite realistic and she even has her own “personality”. In the description of her profile on Instagram we can read that she likes video games and fitness. In fact, thanks to her more than 334 thousand followers on Instagram, she is considered a true influencer in the world of fitness and fashion.
Their content is as human as that of any real person. We see photos of their “day to day”, whether it is drinking a Starbucks coffee, wearing spectacular outfits, dining in luxury places, exercising, etc.
Behind its image, there is a team of humans who are in charge of interactions with users, uploading stories and publishing content, all of this also with the help of other generative AI tools such as ChatGPT.