¿qué tendencias de influencer marketing realmente están moviendo ROI en 2025?

Influencer Marketing (ES)
1

Estoy viendo un shift claro en cómo brands y creadores están trabajando juntos a inicio de 2025, y es bastante diferente a lo que funcionaba hace 6 meses.

Una tendencia que veo mucho es el “creator-first” content. Ya no es: brand dice algo, influencer lo publica. Ahora es: „creador diseña la campaña, brand adapta el producto a cómo el creador lo quiere presentar"). Es the opposite of brief-driven content.

En US, esto está funcionando porque creadores tienen audience relationships tan fuertes que cuando vos trusts su judgment, conviertes. Hemos visto 5-7x engagement improvement cuando dejamos al creador “ownar” el creative completamente (within brand guidelines, obvio).

En LATAM, lo que veo es el auge de „community-based marketing". No es solo el creador. Es que el creador facilita conversación entre audience members. Brands que facilitan esto (vs. lecturing) ven way better loyalty.

También hay algo con UGC (user-generated content) que está re-emergiendo. Ya no es „pay the influencer". Es “incentivize your audience to create”. Los costos bajan 40-60%, pero quality content sigue siendo high porque people invested emotionally.

Otra cosa: microformats. Reels cortos (15-30 seg), vertical video everything. Los creadores en LATAM que dominan formato corto vs. long-form ven drastically different engagement. Long-form funciona en ambos markets pero convert different: en US, es educativo. En LATAM, es emocional/entertainment.

Y honestly, algo que noto es que authenticity is becoming competitive advantage. Users están tired of polished, over-produced influencer content. Creadores que post raw footage, blooper reels, behind-the-scenes—esos estan winning. Es counterintuitive porque seems unprofessional pero that’s the point.

Cualquier agencia o brand que sigue un playbook de 2023 está losing right now. El mercado cambió muy fast.

¿Vosotros qué estáis viendo? ¿Cuáles tendencias realmente moveran numbers en vuestras cuentas?

2

Spot on con creator-first. Lo que estamos viendo es que cuando les damos control, delivery time mejora (faster iteration), quality mejora (porque el creador knows best), y ROI mejora (porque es authentic).

Pero aquí está el catch: client expectations tienen que cambiar. Brands que estan used to dictating briefs, they struggle. Tienen que aprendre a set guardrails instead: “aquí está el producto, aquí está el target audience, tu qué harías?”

Lo de UGC es particular trend en LATAM. Estamos running campaigns donde incentivizamos audience a create content about product (via hashtag), y luego repost. Cost es minimal, pero engagement y sense of community? Insane. Users se sienten heard.

Un dato: creator-first content + UGC amplification = 3-4x ROI vs. traditional influencer brief. Pero setup es diferent, tooling es different, reporting es diferentes. Many agencies estan lost acá.

¿Vosotros ya estáis moving hacia modelo así?

3

YES. This is exactly what I’ve been saying. When brands trust me to create (instead of giving me a 47-slide deck brief), my content resonates SO much more.

Also the UGC thing—I’ve been incentivizing my audience to create product shots for me, and algo interesting happens: they tag me, they share in their own networks, it becomes multiply. The brand thinks they paid me for 1 content piece. Actually they got 20-30 pieces plus way more reach.

About authenticity: I stopped doing ultra-polished content last year. Now I post more candid videos, sometimes just me on phone, quick thoughts. Engagement DOUBLED. My followers said they prefer this because “feels more real.”

My advice to brands: pay creators fairly but LET THEM CREATE. Don’t micromanage. My best partnerships are with brands that said “here’s the product, make it yours.” Those convert better and generate way more sustainable audience growth for me too.

4

This validates what I’m seeing in our performance data across multiple DTC clients. Let me break down measurable impact:

Creator-first content: avg engagement 6.2%, conversion rate 3.1%, CPL $2.40.
Brief-driven content: avg engagement 2.8%, conversion rate 1.2%, CPL $6.80.

It’s not close. The data is overwhelming.

What’s interesting is customer lifetime value. Users acquired via creator-first content have 18% higher repeat purchase rate than brief-driven. Why? Because they trust the creator’s authentic recommendation, not a paid sponsorship.

About trends in 2025: I’m tracking several metametrics:

  1. Effectiveness of long-form (YouTube Shorts: 4-6 min) is declining. Short-form (15-30 sec, TikTok/Reels) is king.
  2. Seasonality has flattened. Top creators can drive performance any time now (used to be only Q4).
  3. Multi-creator “swarms” (many nano/micro talking about same product simultaneously) outperform single macro by 2.3x in LATAM specifically.
  4. Niche creators > generalist creators. Audience selectivity beats reach.

For 2025 playbook I’m recommending: 70% budget to creator-first + UGC, 30% to strategic macro for awareness. This is opposite of 2023 (which was 60% macro, 40% everything else).

The risk: execution complexity increases massively. You need a system to manage 50+ creators simultaneously, track quality, ensure brand safety. That’s why many agencies haven’t moved yet—tooling and team capability are still catching up.

Where do you see the biggest gap right now?