Influencer Marketing in 2025 - How to Succeed?

Pick Your Influencer Marketing Platform Wisely

Source: Smart Insights

Not every platform is going to work for your brand. Instagram might be great for fashion, skincare, or any consumer products, but if you’re in B2B, LinkedIn or even niche podcasts might be where your audience lives. It is also important to consider the age range and cultural background of your audience as these factors and alike will determine their social media usage. Don’t waste resources on a platform just because it’s popular—focus on where your potential customers actually spend their time.

Understand the Real Cost of Engagement

When it comes to budgeting, Cost Per Engagement (CPE) is your reality check. It’s easy to get seduced by high follower counts, but what you should really care about is how much it costs to get someone to actually interact with your content. If your CPE is too high, it’s time to rethink your strategy, maybe by working with micro-influencers who can deliver more bang for your buck. 

Another note on follower counts, high numbers don't always mean you are going to get the engagement and the results you want. You must look at the KOL's content peformance (i.e. likes, comments, shares) as well!

Instagram: Use It, But Don’t Overdo It

Speaking of Instagram, it is still highly relevant in 2024, but the way you use it should evolve. The rise of micro-influencers means you don’t need a big name to make a big impact. Focus on authenticity over reach. And don’t forget about Instagram’s features like Stories and Reels, they’re essential tools for engaging with your audience in a way that feels real and spontaneous.

ROI: Know What’s Working and What’s Not

Source: KennieJD

If you’re not measuring ROI, you’re shooting in the dark. But don’t get lost in vanity metrics. Instead, look at how your campaigns are driving actual business outcomes, whether that’s sales, new leads, or long-term customer engagement. For example, you can track the number of sales coming from the KOL partnership by providing a special promo code for the influencer to share with their viewers. Long-term partnerships often pay off more than one-off campaigns, so think about who you can build a lasting relationship with.

Also read:

Youtube advertising cost

Navigating Influencer Marekting in Hong Kong

Source: 8days

In Hong Kong, KOLs (Key Opinion Leaders) are often more influential than traditional influencers. More than social media stars, they’re trusted experts in their fields. If your business operates in Hong Kong, partnering with a KOL who knows the local market can give you credibility and access to an audience that’s hard to reach through other channels.

Keep It Real: Best Practices for 2024

Forget the one-size-fits-all approach. The best campaigns are those that feel authentic and aligned with your brand values. Be clear about what you want to achieve, keep a close eye on performance, and don’t be afraid to pivot if something isn’t working. Influencer marketing is all about staying flexible and responsive to trends and consumer behaviours.

Going back to the micro-influencer example, it might be tempting to work with a big-shot KOL for maximum reach. That might be true. But your product might require a close-knit community vibe to resonate. In this case, working with a smaller influencer that has less follower count but more in audience engagement and relatability might work perfectly!

Interactive Marketing: More Important Than Ever

Source: Dash Hudson

People are tired of being talked at—they want to be part of the conversation. Incorporating interactive elements like quizzes, polls, or challenges can make your campaigns stand out. As social media and online mediums become more and more "hands-on", adapting and creating content that your audience will remember and share is important!

Read about:

Instagram ads cost

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Cost of Influencer Marketing

This might be a burning question - How much does influencer marketing cost in 2024? It can vary widely depending on factors such as the influencer's follower count, engagement rate, platform, and industry. On average, here's a general breakdown based on recent research:

Pros and Cons of Influencer Marketing

Pros:

• High ROI:
  Brands can earn up to HK$40.51 (US$5.20) for every HK$7.8 (US$1) spent, making influencer marketing cost-effective.
  
  

• Trust and Credibility:
  92% of consumers trust influencer recommendations over traditional ads.
  
  

• Targeted Reach:
  Allows brands to connect with specific, engaged audiences, especially through micro-influencers.
  
  

• Content Creation:
  Influencers create authentic content that can be repurposed across marketing channels.
  
  

Cons:

• Cost:
  Influencer marketing can be expensive, especially with macro or celebrity influencers.
  
  

• Measuring ROI:
  Tracking ROI can be complex, making it hard to attribute direct results to influencer efforts.
  
  

• Mismatched Partnerships:
  Poor influencer-brand alignment can harm brand reputation.
  
  

• Authenticity Concerns:
  As influencer marketing grows, audiences may become skeptical of endorsements.
  
  

The Bottom Line

Influencer marketing in 2024 is about being smart, strategic, and a little bit scrappy. For SMEs, it’s not about who has the biggest budget, but who can make the smartest decisions. By focusing on the right platforms, understanding the true cost of engagement, and staying flexible, you can cut through the noise and make a real impact.