You see it every day – someone on Instagram shows a new product, a TikTok video gets thousands of views in hours, and a YouTuber recommends a brand they actually like. These aren't accidents – this is influencer marketing in action.
In 2025, this type of marketing has become one of the most effective ways to reach people. The reason is simple: we trust people we follow more than ads. When a recommendation comes from someone we see as real, it feels honest – and we listen.
For businesses, influencer marketing is no longer about "celebrity ads," but about building trust through voices your audience already cares about.
This guide shows you how to succeed with influencer marketing in 2025 – with clear tips, fresh numbers, case studies, and real examples.
Turn influencer campaigns into real results
We help you find the right creators, set clear goals, and track results in real time.
Influencer marketing is when businesses work with people who have built trust and influence on social media. When an influencer shares products, services, or messages they actually believe in, it feels more real than regular ads. That's why this type of marketing works so well – it's built on real relationships.
Simply put, you let someone who already talks to your audience share your message in their own way. This could be anyone from a local creator with a few thousand Instagram followers, to a YouTuber with hundreds of thousands of subscribers.
The term influencer marketing is used worldwide. It means working with people who have influence – people who affect other people.
A good influencer campaign isn't about buying attention, but about borrowing trust from someone who already has it.
Why influencer marketing works so well in 2025
In 2025, influencer marketing isn't about "following a trend" anymore, but about using a channel that actually creates real results. People trust people, and the numbers show it.
92% of consumers say they trust recommendations from people more than from brands.
Short-form videos like Reels, TikTok and YouTube Shorts get about 5 times more engagement than regular image posts.
Businesses working with micro-influencers report up to 60% lower cost per click compared to ads through big accounts.
This shows that people want content that feels real, not fake. When a recommendation comes from someone you already follow, it feels more like a tip from a friend than an ad. That's why trust is the most important thing in 2025.
Influencer marketing has gone from being a trendy test to becoming a necessary part of modern marketing.
What influencers earn money from
Sponsored posts and partnerships
Affiliate links and discount codes
Sales commission from their own online stores
Events and brand ambassador deals
Content creation for brands
Most influencers combine several of these income sources. Some live off steady partnerships with selected brands, while others get paid per view, click, or sale they create. Affiliate links and discount codes make it possible to track results directly, which gives both the business and the influencer a clear view of what works.
Many have also started building their own brands, like clothes, makeup, or digital products, and use their own channel as the main platform for sales. This way the influencer becomes both marketer and business owner.
What they all have in common is that income comes from trust. The more real and relevant the profile feels, the more valuable the partnership becomes.
How to succeed with influencer marketing
a) Set clear goals
Decide what you want to achieve: visibility, clicks, sales, or new followers. Pick 1–2 main goals and make them measurable. Examples: "+30% more trial orders from the campaign landing page" or "CPA under $15 from discount code." Also read our guide about marketing for service businesses to learn more about setting goals.
Visibility: views (reach), view frequency
Engagement: engagement rate (interactions divided by followers or views)
Traffic: clicks, CTR, time on page
Sales/leads: conversion rate, CPA/ROAS, number of code uses
b) Pick the right influencer
Look at values, audience, and engagement – not just follower count. The right match beats big reach every time.
Audience match: age, gender, location, interests
Engagement quality: comments and shares matter more than likes
Content style: does the tone and format fit your brand?
Trust: real history, steady quality, no bought followers
c) Let the influencer be creative
Give a clear brief with goals, message, and guidelines, but let the influencer tell the story their own way. Real and personal content works better than scripted ad copy.
Share main message and "must-have" points (price, offer, deadline)
Avoid word-for-word scripts. Ask for natural language and their own examples
Agree on approval before publishing, and do one round of feedback
d) Combine channels
Use TikTok, Instagram, and YouTube together. Different formats build trust over time and reach your audience in different situations. Read more about how to measure digital marketing results.
Short-form (Reels/TikTok/Shorts) for attention and pace
Stories for closeness and direct response (swipe/link/DM)
YouTube for deeper explanation and product demos
Extend lifespan: reposting, cut into ads, create highlights
e) Measure results
Track what matters for your goal – and make tracking easy. Use a dedicated landing page, UTM parameters, and discount codes per influencer. Compare results and learn for the next round.
UTM tracking on all links and separate campaign link per profile
Discount code per influencer to tie sales to effort
Look at both "early" signals (engagement) and "late" signals (sales/leads)
Review 7–14 days after last post for a fairer picture
Analyze campaign results: reach, engagement, and sales from each influencer
The recipe is simple: clear goals, right profile, real content, multiple channels, and consistent tracking. Do this every time, and results will improve with each campaign.
Micro and nano influencers – Small accounts, big results
Micro and nano influencers often work better than big accounts because their relationship with followers is closer. The audience knows the person, trusts their recommendations, and takes time to read, comment, and actually try what's recommended. For local businesses, this can be the difference between "visibility" and actual sales.
Trust first: Small accounts build relationships over time – recommendations feel like advice from a friend.
Higher engagement: Fewer followers, but more real comments, shares, and saves.
Relevance: Local audience and clear niches hit the target better.
Better value: Lower cost per content and often lower CPA/CPM.
Scalability: Multiple small accounts at once give broader coverage without losing trust.
A nano-influencer's followers know them personally – that creates extreme trust.
Example/case (illustrative): A small skincare brand in Oslo increased sales by 38% by working with ten micro-influencers instead of one big account. The result came from higher engagement, more unique discount codes, and content that felt more relevant to the audience.
Small accounts, big impact: closer relationships lead to more comments, shares, and sales
Real case studies
Below are three short examples showing how different industries can succeed with influencer marketing. The numbers are illustrative, but the methods are practical and easy to test in your own business.
1. Local restaurant and TikTok creator
Starting point: New weekend menu that needed quick attention in the local area.
Action: Worked with a local TikTok creator who makes honest food reviews. Two videos, one restaurant visit, simple discount code in bio. (Read more about local SEO to reach customers in your area.)
Result: 250,000 views in three days, 40% more reservations the same week, 27% of table bookings used the discount code.
2. Clothing brand and micro-influencers
Starting point: Launch of capsule collection, limited budget.
Action: Ten micro-influencers with 5,000 to 25,000 followers each. Natural Reels and Stories, unique tracking links and codes per profile.
Result: Engagement tripled compared to earlier image posts, 34% lower CPA, steady sales over two weeks instead of one short spike.
3. Tech product and YouTube review
Starting point: Product with multiple features that needs explanation.
Action: Worked with a YouTuber who makes detailed reviews. One main video, clips to Shorts, link with UTM and coupon code.
Result: 28% higher sales during the campaign, twice as long time on landing page, lower return rate because buyers knew what they were getting.
The recipe is simple: pick the right format for your message, use clear tracking per profile, measure both engagement and sales, learn and scale the next round.
Rules and responsibility, labeling and transparency
All paid partnerships must be clearly labeled. The goal is for people to quickly understand that the content is advertising, and who paid for it. Clear labels build more trust over time, and make it easier to measure real results.
Always label: Use clear text like "Ad" or "Sponsored" at the start of the post, video, or title.
Visible everywhere: Label both in the content itself and in the caption or description. In video, say it out loud and show it on screen.
Who is the advertiser: State the brand you're working with, for example "Ad for Mementor".
Gifts and discounts: Even gifts, discounts, or commission require labeling.
Platform tools: Use "paid partnership" where the platform offers it, in addition to clear text.
Children and vulnerable groups: Be extra careful with audiences under 18. Avoid products that don't fit them.
Archive and editing: Don't remove labels in archived highlights or re-uploads. Labels should follow the content.
Contracts and reporting: Set labeling requirements in the contract, and document that it's done right.
Clear labeling creates transparency, which leads to more trusted content, better response, and more consistent results over time.
How Mementor can help
The goal is simple: get a plan in place that creates real results without making the process complicated. We help you pick the right creators, set clear goals, and measure what matters.
Find the right influencers: Match on audience, location, interests, and tone. We focus on engagement and trust over just follower count.
Strategy, contracts, and campaign structure: Clear brief, publishing plan, deliverables, approval, and labeling. Efficient handling from start to finish. See how we help businesses with marketing success.
Analysis and learning: We track reach, engagement, traffic, sales, and code usage. You get insight into CPA, ROAS, and what actually works.
Connection to other channels: Influencers create demand, SEO and ads capture it. We tie together content, landing pages, and paid distribution.
Want a quick review of your potential? We look at audience, budget, and possible profiles, and suggest a simple plan you can test.
Read these numbers in light of your niche and your audience. Micro accounts often give higher engagement, but the right mix of profiles and formats gives more consistent results over time.
Practical tip: test multiple small accounts at once, use clear tracking per profile, and optimize for both engagement and sales.
FAQ, common questions
What does influencer marketing cost?
Prices range from about $150 to $15,000, depending on follower base, reach, deliverables, and deal type. Micro accounts often give the best ROI because engagement is higher and the audience is more relevant.
Which platform works best in 2025?
TikTok and Instagram Reels work very well for short-form content and quick attention. YouTube fits longer content, product demos, and purchase-focused reviews. Choose format based on your goal: visibility, traffic, or sales.
How do I measure results?
Use UTM codes on all links, dedicated landing page per campaign, and unique discount codes per profile. Track both early signals (views and engagement) and late signals (leads and sales). Look at CPA, ROAS, and code usage to understand what actually works.
Can I give gifts without labeling?
No, all value exchange must be clearly labeled as "Ad" or "Sponsored". Also state who the partnership is for, for example "Ad for Mementor".
Summary
Influencer marketing isn't about the biggest reach, but about trust. If you pick the right creators, give room for real content, and measure results systematically, you can build both visibility and sales in a way that feels natural to your audience.
Start simple: test multiple small accounts at once, track everything, learn from the numbers, and scale what works. Contact Mementor.
