Influencer marketing is no longer just a trend; it's a major player in the digital marketing landscape. Influencer marketing spend grew more than three times faster than social ad spending in 2023 in the United States, and it will remain ahead through 2025, according to an eMarketer forecast. 

This shift in budget allocation reflects the growing power of creators. Consumers trust influencers they connect with, and savvy brands are leveraging this trust to build brand loyalty and drive conversions. The report cites the rise of short-form video platforms like TikTok as a key driver. This aligns with the overall trend towards more creative, authentic content resonating with audiences. 

At Odney, we’ve worked with influencers from the nano level like local human interest stories reminding drivers to buckle up on North Dakota roadways, and up and coming micro-influencers like Tom Hoge at the Waste Management Phoenix Open highlighting North Dakota’s phenomenal golf courses. We’ve also worked with macro-influencers including Carson Wenz promoting a top financial institution in the region, and Tigirlily Gold encouraging loved ones to drive sober or find a sober ride. We’ve even worked with the highest level of influencers, mega, with Josh Duhamel promoting North Dakota as a legendary travel destination.  

We look forward to continuing helping clients grow their brands with the rise of influencer marketing locally, regionally, and nationally.  

What's Next for Influencer Marketing? 

The future of influencer marketing looks bright, with a few key trends emerging: 

• Increased Scrutiny and Regulation: With rising influencer marketing spend, expect to see more regulations and stricter guidelines around brand partnerships and disclosure. 

• AI on the Rise: Many brands are planning to utilize AI and machine learning to identify the most effective influencer partnerships for their target audience. 

• Micro-Influencers: While mega-influencers still hold sway, brands are increasingly recognizing the value of partnering with micro-influencers (those with smaller, highly engaged followings) to reach niche audiences. 

The Bottom Line 

Influencer marketing isn't going anywhere. As the creator economy continues to boom, brands will need to adapt their strategies to leverage the power of authentic content and community building.