Prospects for influencer marketing types (statistics from the ARIR 2024 trend book):
Micro-influencers (10,000–100,000 followers) will become key players in the market. Their audiences are more engaged, and integration costs remain affordable for mid-sized businesses. These bloggers often operate in narrow niches, allowing brands to more accurately target segments. Thirty-eight percent of companies choose micro-influencers as the most promising collaboration format.
Nanobloggers (with up to 10,000 subscribers) also remain relevant. 28% of advertisers note their high potential due to their authenticity and minimal advertising overhead. Their audience perceives their recommendations as personal advice, which increases trust in the product.
The Russian Influencer Marketing Market in 2024: What's Changed and What's Awaiting the Industry in 2025Major influencers (with over 100,000 followers) remain an important tool for brands looking to scale successful campaigns. 21% of advertisers continue to partner with them, but are opting for more in-depth placement formats, such as ambassador programs. These programs help brands not only reduce integration costs but also build strong connections with influencers' audiences. Regular product placement in a single influencer's content builds trust, increases recall, and positively impacts sales.
Celebrities (with millions of followers) are in demand in national advertising campaigns, where brand prestige plays a key role. However, only 14% of companies still see them as a strategically important promotional tool.
The Russian Influencer Marketing Market in 2024: What's Changed and What's Awaiting the Industry in 2025
Current content formats
In 2025, influencer marketing is about more than just reach, it's about engagement and building trust. Content format plays a vital role in facilitating this process.
Video is the primary influencer marketing tool. 60% of experts consider it the most effective, but preferences are divided: 58% believe short vertical videos (Reels, Shorts, and VK clips) will show the greatest growth, while 42% expect increased interest in long videos – they are better suited for expert content and storytelling (ARIR 2024 Trend Book statistics).
It's important to note that brands continue to rely on proven integration formats, such as embedded advertising within bloggers' posts and alt-rolls. However, the market demands new solutions. Consumers expect bloggers to provide honest recommendations, exclusive content, and personalization, and standard advertising integrations are losing audience trust.