Influencer marketing platform Lefty has released its A Year in Data 2024 report, which delved into the strategies, trends, and innovations that defined influencer marketing across industries in 2024. The report also highlights the 2025 influencer marketing trends.

Beauty: The fastest-growing industry on social media

• Fragrance saw a 69% increase in Earned Media Value (EMV), driven by male celebrity partnerships.
• Skincare brands like La Roche-Posay boosted EMV by 50% with micro-influencers and athlete endorsements.
• Makeup leader Rare Beauty generated $282M EMV, while L’Oréal’s “Walk Your Worth” campaign redefined star-studded marketing with $58.5M EMV.

Takeaway: Invest in inclusive campaigns and diverse partnerships to build emotional connections, aligning with 2025’s top influencer marketing trends for the beauty industry.

Fashion: The power of APAC (Asia-Pacific countries) influence

• Dior’s SS25 shows dominated the scene, generating over $61M in EMV. By leveraging K-pop stars, Dior captured 86% of its menswear EMV from top APAC influencers.

Takeaway: Tap into regional star power to amplify global reach, an essential focus for 2025 trends.

The Paris 2024 Olympics: A game-changer for influencer marketing

• 12 billion social media interactions.
• $163.3M in EMV, driven by partnerships with 70+ brands and athletes.

Takeaway: Align with major cultural moments for unparalleled visibility and to stay ahead in 2025 influencer marketing trends.

Athletes prove essential to sportswear brands’ influencer marketing programs

• Mega-influencers have significantly increased the visibility of the sportswear industry, generating 79% of its total EMV.

Takeaway: Build authentic messaging and highlight product performance through strong athlete partnerships to stay relevant in 2025.

Hospitality invests in cross-industry partnerships

• Hotels implemented beach pop-ups, takeovers, and influencer campaigns to boost visibility and engagement.
• Cross-industry partnerships with fashion and beauty expanded opportunities while blending innovation with luxury.

Takeaway: Expand reach and amplify brand visibility with cross-industry partnerships, setting the stage for 2025 influencer marketing trends.

Emerging Trends: Entertainment meets luxury

• 2024 marked a deeper convergence of entertainment and luxury.

Takeaway: Integrate cultural storytelling into your campaigns to captivate audiences, a key pillar of 2025 trends.

Influencer of the year: Nara Smith

• Nara Smith captivated global audiences with her unique approach—cooking videos paired with luxury fashion.

Takeaway: Authenticity and niche storytelling drive impactful influencer marketing and will be a hallmark of 2025 influencer marketing trends.

The road ahead

• The 2024 data underscores the evolving dynamics of influencer marketing—authenticity, cultural relevance, and cross-industry collaborations are key to success.
• In 2025, brands must stay agile and data-driven to capitalize on these trends and align with 2025 influencer marketing trends.

Visit Lefty's website at Lefty.io

The full A Year in Data 2024 report is available at lefty.io/year-in-data/2024

To contact Lefty's team, email here.