Published On: January 2, 2025
Campaigns this holiday season are getting more focused, with fewer influential sources driving stronger results. We’ve tracked global spending trends and benchmarks to help you assess if your holiday campaigns meet, exceed, or fall short of industry standards.
The fragrance industry has seen strong growth, with TikTok’s reach up 230% and a 70% increase in beauty trend searches. However, audience engagement hasn’t kept pace, creators are experiencing a 54% decline in average engagement per piece of content. While the beauty sector thrives and fragrance brands are seeing strong returns on TikTok, this highlights the importance of partnering with influential sources who can create stand-out content to build authentic connections with audiences.
“While viral moments are key to growing brand relevance, they are not enough, today campaigns need to to successfully grow brand resonance and drive positive associations.”
Dupes have surged in popularity over the past 18 months, with beauty driving 40% of the conversation. Gen Z embraces affordable beauty alternatives, contributing to $568M in EMV, prompting beauty brands to capitalise on this trend to engage the Gen Z market. The rivalry between Milk Hydro Grip and e.l.f. Power Grip primers highlights this shift. Milk Makeup’s inclusive branding and ethical commitment fueled its rebound, generating $307M EMV and 1B engagements. Meanwhile, e.l.f.’s viral momentum stumbled after a skin breakout debacle, shaking trust despite its strong social presence and lower price point. While viral moments are key to growing brand relevance, they are not enough, today campaigns need to to successfully grow brand resonance and drive positive associations.
Join us in January as we delve into the must-know trends of 2025 to keep your strategies sharp and your brand ahead of the curve.
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
This year promises exciting shifts in the influencer marketing landscape, with trends that will redefine how brands connect with audiences. At WeArisma we leverage our seven years of historical data and over 20 billion pieces of content to predict the key trends you need to know about.
Here are the key trends we have identified for 2025 – from cross-niche creators to the rise of experiential luxury – we provide you with deeper insights into how influencer marketing is evolving and how audiences are feeling about these changes.
Stay up to date with the latest industry trends and topics
Discover how WeArisma can help you harness the power in influence, grow your brand’s presence, and achieve measurable success.
WeArisma’s mission is to give brands the power to turn influential voices into revenue— by combining critical intelligence from social listening and efficient workflow tools to drive strategic, impactful decision-making at speed and execution at scale.
