Forecasts and Budgets for Influencer Marketing in 2025

Learn how influencer selection, new remuneration models, and budget forecasts can optimise your campaigns

Table of content

1. The impact of the micro-influence trend on costs

1.a The rise of micro-influence in figures

1.b. The impact of nano-influencers: Affiliation strategies for brands

2. The impact of profile choice on influencer costs

2.a. Selecting influencers: A major challenge for brands

2.b The number of followers: A less and less important criterion

2.c Revenue diversification: How are influencers adapting?

3. How are pricing structures evolving in a unique economic context?

3.a. The impact of inflation on brand marketing strategies

3.b. The economic impact on marketing budgets and the move towards targeted campaigns

4. KOL price scale: How much will Influencer Marketing cost in Europe in 2024/2025?

4.a. KOL rates by country, type of influencer and platform

4.b What are the conclusions?

4.c. What strategies are needed to optimise budget allocation?

5. A Deep Dive into UK IM Budgets

6. Conclusion

Seize the Opportunity to Maximise ROI with Smarter Budgeting

In the dynamic world of influencer marketing, staying informed is crucial. Our 2025 forecasts & budgets for influencer marketing report offers in-depth insights into the latest trends, pricing strategies, and budget forecasts that will shape the industry. As the influencer marketing sector matures, costs are stabilising, but the demand for key opinion leaders (kols) remains strong—especially with the rise of micro- and nano-influencers.

This report explores how brands are shifting their strategies to prioritise authentic, high-engagement partnerships over just follower count. You’ll learn about the evolution of influencer remuneration models, such as affiliate and commission-based structures, and their impact on the future of influencer marketing. Additionally, the report highlights how brands are selecting kols based on values and engagement rather than just follower numbers, giving you the tools to make smarter, more effective decisions.

Moreover, the report includes comprehensive pricing grids, helping you understand influencer costs across different countries, platforms, and kol types—allowing you to align your budget with real-time market data.

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