What Brands Keep Getting Wrong About Influencer Marketing in 2025
- 9 mins
It’s 2025, and yet some brands still approach influencer marketing like it’s stuck in 2018. Audiences act differently, platforms have evolved, and creators have more control over their content than ever. But certain missteps are still surprisingly common and they’re holding campaigns back.
Let’s break down a few of the big ones (and how to get ahead of them).
Still Focused on Follower Counts?
It’s tempting to chase big numbers, but a massive following doesn’t always equal real influence. Micro-influencers (typically 10K–100K followers) often see stronger engagement and more loyal communities than their mega counterparts. Their audiences trust them—and that trust converts.
👉 Smaller, more focused audiences can often deliver bigger results
Treating Influencers Like Ad Placements
Influencer marketing only works when it feels genuine. When creators are handed rigid scripts or overly branded content, it’s easy for followers to tune out.
👉 Give influencers room to be themselves and share your brand in a way that fits naturally with their content.
One-Off Collaborations Aren’t Enough
Trust takes time. When a creator mentions a brand once and moves on, it often doesn’t leave a lasting impression. Ongoing partnerships build familiarity and credibility with their audiences.
👉 Invest in relationships, not just campaigns.
Likes vs Comments
A high like count might look good at first glance, but comments often tell the real story. If no one’s taking the time to respond, ask questions, or tag friends, you’re likely dealing with passive interaction.
👉 Comments reflect emotional investment (chase connection, not just reaction).
Using Outdated Creator Lists
Social media moves at lightning speed – one week someone’s trending, the next they’ve gone quiet, and new faces pop up constantly. Blink, and you’re already behind. Relying on the same list of creators year after year keeps your brand out of sync. Tools like GoMarketish help you stay ahead by connecting your team with fresh talent before they hit the mainstream.
👉 Keep your lineup updated, relevant, and dynamic to match today’s pace.
Are You Treating Campaigns Like a Checklist?
A lot of brands still approach influencer marketing like it’s just another box to tick—get a few posts out, hit the deadline, and move on. But the best results don’t come from mechanical planning. They come from being present, curious, and plugged into what’s actually happening in the creator space.
That means watching how creators evolve, spotting trends as they happen (not three months later), and recognizing when something’s getting tired. It means showing up with energy, building trust, and seeing creators as culture makers, not just distribution channels.
Influencer marketing today is less about campaigns and more about momentum. And if you’re not moving with it, you’re probably missing it.
So what should we do?
Influencer marketing in 2025 is about real relationships, thoughtful strategy, and measurable results. Brands that collaborate with creators (not just use them) build stronger, more effective campaigns.
Tools like GoMarketish are designed to support that process. From streamlined discovery to smarter analytics, they help brands make influencer marketing more strategic, less stressful, and way more impactful.
Let’s keep evolving. The audience demands it.
We Make The Difference.
GoMarketish Team
