Influencer marketing is no longer a B2C playground. In 2025, it’s become a powerful lever for B2B brands looking to build credibility, expand reach, and drive measurable business outcomes. But this isn’t the influencer marketing of a few years ago — flashy follower counts and sponsored selfies won’t cut it.

Today’s strategies are grounded in authenticity, intelligence, and performance. And increasingly, they’re being executed on platforms like LinkedIn, where professional creators and niche communities drive real impact. Below, we unpack five shifts redefining the landscape — and what they mean for brands who want to lead, not follow.

TLDR: Think influencer marketing isn’t for B2B? Think again. This month, we’re breaking down how creators (especially the micro and the mighty) are helping brands build trust, boost engagement, and actually drive results. Spoiler: LinkedIn is where it’s all going down.

Trend 1: Authenticity > Audience Size

Bigger isn’t better — at least not anymore. Brands are turning to micro- and nano-influencers (those with fewer than 100,000 followers) who bring deep subject matter expertise and loyal, engaged followings. These creators deliver content that feels personal, not promotional — and the ROI proves it.

Strategic Takeaway: Partner with creators who align with your values and speak directly to your audience’s interests — even if their reach is niche.

Trend 2: LinkedIn Is The New Launchpad

Long known as the B2B networking platform, LinkedIn has cemented its role in the influencer economy. With native tools that support creators and increasing investments in original programming and video, the platform is helping brands generate visibility, leads, and even revenue — all within a professional context.

Strategic Takeaway: LinkedIn influencers can connect your brand with decision-makers where they’re already in a business mindset.

Trend 3: AI Is Powering Smarter Partnerships

The rise of AI in influencer marketing has reshaped how brands identify, vet, and collaborate with creators. Machine learning tools now scan engagement data, audience demographics, and past performance to help marketers choose the right influencers — and optimize campaigns in real time.

Strategic Takeaway: Embrace AI platforms to find creators who truly move the needle, not just the algorithm.

Trend 4: Video Is King (Yes, Even on LinkedIn)

Video viewership on LinkedIn is up 36% year-over-year, driven by a hunger for educational, behind-the-scenes, and thought leadership content. Influencers who can deliver this in short-form video formats are driving outsized engagement and shares — especially among time-strapped professionals.

Strategic Takeaway: Prioritize video-first influencer partnerships — and consider how your brand can co-create compelling visual content.

Trend 5: From Awareness to Attribution

The most sophisticated influencer strategies now go beyond reach or impressions — they’re judged by conversions, click-throughs, and revenue impact. In short: brands want proof. And today’s tools (including UTMs, affiliate links, and platform-native analytics) can deliver it.

Strategic Takeaway: Set clear performance KPIs from the start — and make sure your influencer partners are aligned on business goals, not just content calendars.

So, What Now?

Influencer marketing isn’t a trend — it’s a strategic capability. And for B2B brands willing to invest smartly, the payoff is real. If you’re wondering where your influencer strategy goes next — or how to get one off the ground — we’re ready to help.

Let’s talk.

STRIKING STATS

• Over 26% of marketing agencies and brands allocate more than 40% of their marketing budgets to influencer partnerships, indicating a significant investment in this channel. (Sprout Social) 
• Nano and micro-influencers account for 70% of brand collaborations, emphasizing the shift towards more authentic and niche engagements. (Keeve)
• Brands are earning an average of $5.78 in value for every $1 spent on influencer marketing. (Keeve)

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LIGHTNING ROUND

• Jonathan Hayes, Chief Creative Officer, Sean Brown, Head of Production, Andrew McBride, Colorist/CG Generalist, and Ryan Vera, Video Director and Editor, all celebrated their 2nd Ammoversaries. 
• Jeanna Welday, Vice President of Client Partnerships, and her family welcomed a healthy baby girl, Lyla Jean Welday, to the family on Saturday, May 17th. 

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