The influencer marketing industry is beginning to mature – slowly, but it is happening. And with that slow maturity, we start finding some level of standardization, best practices, and everyone involved starts to get a little more savvy. We’ve still got a way to go, and as the industry grows and changes, so should we along with it.

I wanted to know how the industry changed in 2024, and where marketers thought influencer marketing would go in 2025.

It isn’t uncommon for companies to receive hundreds of brand pitches in their social inbox from influencers and creators. Sprout’s Influencer Marketing Report found that 93% of influencers say the quality of a brand’s existing content impacts whether they agree to collaborate.

But what separates a perfect brand pitch from a bad one? How can you identify which influencers to partner with based on their outreach?

Fashion creators over 40 and beyond are redefining the industry by proving that style and creativity only gets better with age. The fashion world has historically leaned towards youth-focused representation, often leaving out the voices and talents of those who have years of experience and confidence under their belts.

Enter the #Over40Fashion movement.

This thriving community celebrates seasoned style, showcasing creators who provide inspiration, tips, and education for individuals embracing their fashion identity in their 40s, 50s, and beyond. These creators are breaking stereotypes, highlighting timeless elegance, and proving that personal style has no timeline. 

We are pleased to announce our new State of Influence: Fashion, which covers the first eight months of 2024! In this State of Influence report, you’ll get top fashion brand strategies, creator insights, and rising trends from an analysis of data covering 2024 so far. 

A few highlights include:

• Fashion creators are posting less content in the US, UK, and FR, but video views for their content continues to climb (hint: Instagram has a big part in that)

Creators today aren’t just shaping product decisions—they are shaping lifestyle decisions. Check out our guide for the latest tips, trends, and strategies for reaching the modern consumer and integrating your brand into their daily lives.

Most people don’t get how hard it is to be an influencer marketing manager or social media manager. They think you just sit around eating snacks and posting on social media all day. If only they knew… You have too many clients to manage and not enough time in the day. You need to come up with amazing campaigns on a tight budget, and with only a small team to help you (or none at all). And you’re under the constant pressure of hoping your campaigns get good results.

TikTok creators are revolutionizing influencer marketing as we know it. For the last several years, these creators have pushed brands into virality, driving mass awareness and sales through their authentic content. To help you harness the power of TikTok and navigate the creator community on the platform, we’ve compiled internal data from our platform and external resources to bring you the complete guide to influencer marketing on TikTok.

How do influencer and social platforms affect how people consume content, research and buy products, and connect with community and brands? Find out in the 2025 Influencer Marketing IMPACT Report. We asked 1,000 Millennial and Gen Z consumers.

Where do you consume influencer content? Which social platforms are you most likely to purchase products from? What makes an influencer’s product/service recommendation trustworthy? What factors play into your purchase decisions? And more…