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In November, Moore launched the 2025 M.Cast™ Trends Report, offering a detailed analysis of seven key trends expected to shape the business landscape — with artificial intelligence as the “mega trend” transforming business, industries and society. Today, we delve into the trend: Long-term partnerships are the future of influencer marketing.

Influencer marketing has evolved far beyond its origins as a short-term strategy for quick visibility. Our latest insights reveal a profound shift toward partnerships between brands and influencers that emphasize authenticity and long-term engagement, often across various media channels and activities.

The data speaks volumes: According to a recent survey by Statista, marketers are increasingly dedicating significant portions of their budgets to influencer collaborations, with over 26% investing more than 40% of their marketing funds in these initiatives. This trend underscores a fundamental change in how brands perceive influencers — not just as conduits for messaging, but as integral partners in shaping brand narratives and fostering consumer trust.

We are seeing this expansion play out across a variety of industries, from retail to fitness and financial services.

Here’s how leading companies are embracing this evolution:

• Bealls: Bealls features influencers in paid television commercials, showcasing them shopping in-store and highlighting real customer experiences.
• Lululemon: Locally, the brand partners with gyms, yoga studios and fitness centers, fostering deep community engagement with micro and nano influencers – those with smaller but highly loyal followings – who are trusted voices in their fitness communities. On a broader scale, Lululemon features macro influencers and elite athletes in brand newsletters, corporate campaigns and major product launches.
• American Express: Beyond digital content, the brand collaborates with business influencers and entrepreneurs, often featuring them in speaking engagements, industry conferences and exclusive cardholder events.

At Moore, we’re seeing this trend manifest in our client engagements, particularly with Florida Prepaid. Our influencers aren’t just endorsing a brand; they’re fully immersed in its mission. They join us not only in crafting compelling social media content but also in representing the brand at live events, participating in educational webinars and even contributing to strategic initiatives.

So, are you ready to launch or expand an influencer marketing campaign? Here are five actionable tips.

1. Identify authentic advocates. Seek influencers who are already passionate about what you do. Florida Prepaid, for instance, collaborates with parent influencers who are most often plan holders themselves. This authenticity translates into more credible and compelling messaging.
2. Engage at multiple levels. Instead of focusing solely on macro influencers, brands should build a tiered network that includes nano and micro influencers who offer niche, highly engaged audiences. On the other hand, celebrity and macro influencers provide broader reach and aspirational appeal. These groups play different yet complementary roles.
3. Think beyond social media. Brands that maximize influencer impact are incorporating them into multiple touchpoints. Consider integrating influencers into traditional advertising, live events, media appearances and brand-led initiatives.
4. Measure impact beyond immediate sales. Long-term influencer relationships drive more than direct conversions; they enhance brand sentiment, increase loyalty and build cultural relevance. Brands should track metrics such as audience sentiment, earned media value and brand lift alongside traditional performance indicators.
5. Foster two-way collaboration. Influencers should feel like genuine brand partners rather than contracted promoters. Involve them in meaningful experiences and brainstorming sessions. At Moore, we continuously ask our influencers for feedback and encourage them to contribute to brand storytelling – leading to stronger relationships and more authentic, impactful content.

Brands that embrace influencer relations as a strategic imperative stand to gain substantial advantages in an increasingly competitive landscape. As we continue to navigate these evolving dynamics, Moore remains committed to pioneering innovative approaches that harness the full potential of influencer partnerships to drive sustainable growth and foster enduring consumer connections.

The shift towards long-term partnerships in influencer marketing is not just a trend; it’s a fundamental evolution in how we engage with our audience. By fostering genuine relationships with influencers, we can create authentic and impactful content that truly connects with our consumers. This approach enhances brand visibility and builds trust and credibility, which are essential in today’s competitive landscape.

Meredith Westheimer, Senior Director

Moore’s Meredith Westheimer and influencer Brie Mazin, @floridayogamama, collaborating on behalf of client Florida Prepaid.