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EMARKETER

UK Influencer Marketing 2025

Engagement, Trust, and Platform Strategy Are Shaping Development

Report by Bill Fisher  |  Oct 24, 2025
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Report
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Table of Contents
Executive Summary
Influencer marketing is a growth engine for brands and the economy
Changing consumer habits prompt warning signs for marketers
Social media defines influencer marketing, but the landscape is shifting
Recommendations
Sources
Media Gallery
About This Report
Influencer marketing is no longer optional—it’s a performance-driven growth engine. As consumer trust and expectations reshape engagement, brands must adapt their strategies to sustain returns in a fast-moving yet maturing channel.
Topics
Influencer Marketing
Content Marketing
Social Media Marketing
UK
Table of Contents
Executive Summary
Influencer marketing is a growth engine for brands and the economy
Changing consumer habits prompt warning signs for marketers
Social media defines influencer marketing, but the landscape is shifting
Recommendations
Sources
Media Gallery

Influencer marketing is maturing. High engagement offers opportunity. But rising scrutiny, trust gaps, and demand for stronger ROI mean brands must focus on authenticity, compliance, and strategic content to reap the rewards.

Key Question: How can brands capitalize on the maturing influencer marketing sector?

Key Stat: A large majority (62.4%) of UK social media users engage with creator or influencer content.

Influencers Are a Draw for the Majority of Social Media Users
E-Mail ChartDownload

Here’s what’s in the full report

1file

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9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Influencer marketing is a growth engine for brands and the economy
  3. Changing consumer habits prompt warning signs for marketers
  1. Social media defines influencer marketing, but the landscape is shifting
  2. Recommendations
  3. Sources
  1. Media Gallery

Charts in This Report

Influencers Are a Draw for the Majority of Social Media UsersInfluencers Are a Draw for the Majority of Social Media Users
A Majority of Marketers Are Doubling Down on Influencer MarketingShort Video Is Well Out in Front as the Most Preferred Influencer Content Type
Less Is More for Influencer Exposure When It Comes to Consumer Purchase IntentAuthenticity Is Important When Consumers Consider Influencer Recommendations
Disclosure of Advertising in Influencer Posts Has Improved, but the Rate Still Remains Below 50%Social Platforms Remain the Biggest Stage for Influencers, but YouTube Is Close Behind
YouTube Is Often the Most Significant Platform for Influencers

authors

Bill Fisher

Contributors

Donte Gibson
Senior Charts Editor
Kyndall Krist
Senior Copy Editor
Jennifer Pearson
VP, Research
Minda Smiley
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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