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2025 Influencer Marketing Playbook

PLUS: Big News from the ClickZ Family 🎉

Author

Zihan Lyu
January 18, 2025 • Estimated Reading Time: 8 minutes

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Hi there!

Highlights from today's newsletter:
🔹 2025’s top creative trends
🔹 The organic social media secret
🔹 Search Engine Watch returns and it’s better than ever!

EDITOR’S PICK

#INFLUENCER MARKETING

How are brands defining their influencer marketing strategies for this year?

With over 50% of brands boosting their creator collaboration budgets and U.S. influencer marketing spend set to rise 14.2% year-over-year, something big is happening in the creator economy.

Welcome to 2025, where authenticity is non-negotiable and data drives creator partnerships. As brands invest more in influencer marketing, they're getting smarter about choosing and working with creators.

Let's explore some key trends.

#EVENT INSIGHTS

141,000 tech enthusiasts, countless innovations, and one burning question — how do we measure marketing success in a privacy-first world?

At CES 2025, the answer emerged through groundbreaking announcements from Amazon, Walmart Connect, and TikTok.

❝

AI is not just a tool—it's the future of performance marketing.

The "fair value exchange of the internet" is under pressure. But with AI-powered measurement solutions emerging, marketers might just have found their silver bullet.

Ready to unlock smarter marketing decisions? Discover how Fospha's data-driven solutions can help your business measure, optimize, and grow.

*This is sponsored content. Advertise in The ClickZ Digest here.

The CES energy continues! While the halls may have quieted, the visionary conversations we had with industry titans are still buzzing in our minds. Get ready for another round of exclusive insights 👇

Transforming Ad Tech with AI

Scott Tieman, Global Managing Director at Star, shares how AI is changing ad tech, turning technology from a cost center into a profit driver.
“AI is becoming central to how agencies generate revenue and deliver value to clients.”

Listen to the full interview here: https://ces.unofficialinsights.com/p/exploring-the-future-of-ad-tech-and-ai-insights-from-scott-tieman-global-managing-director-at-star

Adam Kline on Smarter Video Advertising

At CES 2025, Adam Kline, CEO of Biddeo, explained how their platform delivers efficient, targeted video campaigns across YouTube, Instagram, and TikTok—at impressively low CPMs.
💬 “We’ve run over 3,500 campaigns without a single error.”
Univision’s success with Biddeo on a telenovela campaign led to another win: a partnership for the Latin Grammys.

Checkout Adam’s full interview here: https://ces.unofficialinsights.com/p/revolutionizing-video-advertising-adam-kline-s-vision-at-biddeo

Subscribe to our ClickZ Digital Ad Platforms newsletter for weekly insights.

WHAT WE ARE READING

As privacy regulations evolve, ad tech providers must adapt through AI integration and premium inventory access. In 2024, marketers tackled regulatory changes and shifting consumer behaviors by focusing on full-funnel strategies.

Ad tech providers like Amazon DSP now leverage customer signals and AI to reach relevant audiences at scale. These data-driven solutions and collaborations position marketers to effectively navigate advertising in 2025.

Artlist's 2025 Trend Report analyzes insights from 5,000 global content creators, revealing key shifts toward human-centered storytelling and authentic content as a countertrend to AI. In this $480 billion creator economy, brands must focus on culturally-rooted narratives to strengthen audience connections. The report highlights collective creator marketing, with 40% of creators seeking deeper brand partnerships.

Pacsun faces uncertainty with potential U.S. TikTok bans threatening their 2-million follower presence and successful social commerce strategy. The retailer has leveraged TikTok effectively, selling nearly 500,000 jeans through livestreaming. Now, they're diversifying to YouTube and Pinterest while maintaining their Gen Z focus through purpose-driven marketing and creator partnerships.

🎉 Big News from the ClickZ Family

After years of dormancy, Search Engine Watch (SEW) is back—reimagined, rebranded, and refocused to bring marketers like you the sharpest insights into the ever-changing world of SEO and search marketing.

Founded in 1997, SEW has been a cornerstone of the search industry, trusted by professionals to help navigate the dynamic search landscape. From being praised by Google’s Matt Cutts as “a must-read” to Yahoo’s Tim Mayer calling it “the most authoritative source on search,” its legacy is unmatched. And now? That legacy is being rekindled with a fresh lens on SEO in the age of AI-driven marketing.

👉 Don’t miss a beat—Subscribe to SEW now and join us in this exciting new chapter!

Read the latest newsletter edition here.

TOP VOICE

💭INSIGHTS FROM GARY VAYNERCHUK

Picture this: You're sitting on marketing's best-kept secret. No fancy budgets. No paid promotions. Just pure, organic social media magic that's transforming brand building, one authentic interaction at a time.

Small businesses are already in on it. Creators are mastering it. They're building empires through genuine engagement and storytelling that money simply can't buy. But the Fortune 500s? They haven't caught on... yet.

When they do? "Things will get interesting..." And you'll want to be ahead of the curve.

Editorial

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