2024 vs. 2025: Why the best is yet to come

365 days - a wild ride at a glance

The year 2024 was a wild, exciting chapter in influencer marketing: from groundbreaking social commerce successes to missed opportunities with platforms like BeReal, there were plenty of learnings to better prepare us for the year ahead. But 2025 promises to be even bigger, more creative and more data-driven.

In this article, we take a look back at the highlights and hurdles of the past year and look ahead to the trends you should have on your radar in the new year. Which strategies will prevail? Which platforms are dominating? And how can you position yourself now so that your brand remains at the top in 2025?

You can find the answers here - and in our latest Influencer Marketing Trend Guide 2025.

2024: Highlights and hurdles in retrospect

The year 2024 was a mix of creative breakthroughs and instructive stumbling blocks:

• Social commerce is booming: Twitch and TikTok set new standards and significantly pushed conversion to websites, as almost all German supermarkets, Zalando and Otto showed with their high frequency number of advertising posts. Smaller brands such as Cookie Bros. are also using the platforms creatively and have understood that organic live content is the key not only to building a community, but also to generating more sales - without the need for large budgets for pure advertising.
• Virtual influencers as promising revenue drivers: Spanish AI influencer Aitana López, who was created in 2023, is regarded as a European breakthrough in the AI influencer marketing market and proves that this type of content creation can definitely be successful. However, the German National Tourist Board's first attempt,"Emma", was less well received and now primarily exists as a chatbot.
• BeReal as a missed opportunity: Although the platform was in the hype, many brands remained cautious - and missed the boat. Threads - the alternative to X from Meta - has also received little attention from advertisers.

The biggest learning from 2024? Authenticity beats staging. Personal stories and community proximity have become the strongest currency in digital marketing.

• Sustainability: Products that present themselves as conscious gift options perform particularly well.

• Emotional added value: Why is this gift perfect for a loved one?

• Personal stories: Influencers who share their own experiences create credibility.

The 5 most important trends for 2025

1. Micro- and nano-influencers are winning
   Less reach, more impact: brands such as Avocadostore will increasingly rely on creators with small, loyal communities in 2025. There is great potential here, particularly in niches such as sustainability and gaming.

2. Live shopping conquers Germany
   TikTok live shopping events were just the beginning. The format will become established in 2025 - with brands such as Douglas, Amazon and Otto leading the way. What counts here is fast interaction and a direct line to the target group.

3. LinkedIn as a platform for thought leadership
   Influencers like Tijen Onaran show that LinkedIn is more than just a B2B network. Brands that demonstrate industry expertise and engage in dialog will have a clear competitive advantage in 2025.

4. AI and automation
   AI tools such as ChatGPT, Jasper and MidJourney dominate content production. In 2025, the personalization of campaigns through AI in particular will increase effectiveness.

5. Purpose and values at the core
   Social impact is no longer a "nice-to-have". Creators like Louisa Dellert prove that values and attitude strengthen customer loyalty. Brands that do not take a clear position risk losing relevance.

How to stay at the top in 2025