Influencer marketing 2015 vs 2025 - Episode 81
If you were creating content in 2015, the landscape looked very different from what we see today.
Think DSLR cameras, curated flatlays, perfectly edited latte shots, and the early days of fashion blogging.
Fast-forward to 2025, and influencer marketing is a powerhouse industry driven by short-form video, UGC creators (whatever that means), paid usage, and more competition than ever.
In this episode, I’m breaking down exactly how much the industry has transformed in the last decade — and what creators today need to know to keep up.
Create & consume:
What Austen is creating this week: gift guides for everyone on your list!
What Austen is consuming this week: First Time Caller by B.K. Borrison
What influencer marketing looked like in 2015
1. Blogging at its peak
Most creators had blogs or used them as their main platform
Pinterest was a massive traffic driver for blogs
Digital-first publications dominated: Man Repeller, The Coveteur, Refinery29, Byrdie, Into The Gloss
It was the era where blogs were the resume—if you wanted to be taken seriously, you needed one.
2. Instagram’s curated, aesthetic era
Still photo feed posts reigned supreme
Flatlays, latte art, and travel sunsets were among popular posts
VSCO and Lightroom presets everywhere
Consistency > frequency
You needed 10K followers for swipe-up links, creating a real barrier to entry for those who wanted to “influence”
Your feed was your brand identity, and it had to look perfect.
3. Less competition in the creator space
Fewer influencers overall
Being an “influencer” wasn’t mainstream yet
Easier to grow organically simply by showing up consistently
There was more white space and you didn’t need a niche to stand out.
4. Brand deal platforms were actually useful
Platforms like Fohr, Aspire, and Collectively were huge sources of paid work
Brands used these tools to find creators and the deals had lower expectations
Rates were significantly lower, but so were deliverable demands and instructions from the brands
It was a great time to be a micro-influencer.
5. Authenticity felt more natural
Fewer scripted talking points
Sponsored content felt organic and recommendation-based
More “here’s what I love,” less “here’s my conversion-oriented CTA.”
6. Algorithms were more creator-friendly
Chronological feeds meant more access to your actual audience
Predictable performance patterns
Clear differentiation between platforms
Growth was slower but steadier and not dependent on a single viral video.
What influencer marketing looks like in 2025
1. Short-form video dominance
TikTok, Reels, and Shorts are where discovery happens
Less aesthetic perfection; more thumb-stopping hooks
Every campaign is now video-first
TikTok democratized creation (more on that in Episode 77!)
2. Saturation: more creators than ever
Every platform now has built-in creation tools
“Everyone is a creator” is the norm
Niching down is practically required
Short-form content looks similar across all platforms
The line between influencers, UGC creators, and everyday users is blurrier than ever.
3. Follower count doesn’t matter as much
Brands care more about conversions than follower count
Engagement quality > engagement quantity
Long-term partnerships outperform one-offs
4. UGC + scripted content dominance
Brands rely heavily on UGC deliverables (user-generated content, which is a term I think is not used properly)
Briefs are detailed, specific, and structured
“TikTok-style ads” are now the standard
Creators are expected to deliver plug-and-play assets for a fraction of the cost of brand deals
5. Rise of paid usage & boosting
Brands boost creator content because it outperforms traditional ads
Usage rights are a major income stream
Influencers function as talent in broader marketing campaigns
6. More ways to monetize than ever
Ads, affiliates, digital products, courses, UGC, subscriptions
Multi-platform strategies are more accessible
Business education is more widespread in the creator space
7. Content creation is now legitimized
The creator economy is a respected industry
High-earning creators now operate like small businesses
Systems, strategy, and scaling matter as much as creativity
8. The rise of AI
AI creators, AI-assisted editing, AI-driven strategy
Brands experiment with synthetic talent
Creators learn to work with AI instead of competing against it
The biggest shifts from 2015 to 2025
Platform behavior: specific content type → homogeneous user experience
Creators: hobbyists → businesses
Brand expectations: vibes → measurable performance
Content style: still photos → short-form video with attention-grabbing hooks
Value: follower count → conversion
Audience behavior: public engagement → private sharing
Tips for creators navigating 2025
Lean into short-form video without losing your personality
Track performance metrics and understand what moves your audience
Diversify income streams (ads, affiliates, UGC, digital products, brand deals)
Invest in long-term partnerships
Protect your creativity so everything doesn’t feel like a brief
Stay adaptable — trends and formats evolve quickly
Summary
Influencer marketing today looks nothing like it did in 2015 — and that’s a good thing.
We’ve moved from curated perfection to dynamic, conversational storytelling; from hobby bloggers to full-blown creative entrepreneurs.
Whether you’ve been creating for a decade or are just getting started, understanding how the industry has evolved can help you make smarter decisions, build sustainable systems, and grow with the platforms instead of chasing them.
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