What if we did influencer marketing differently in 2025?

5 influencer marketing resolutions you'll probably want to make this year

Welcome to Return on Influence #32! The weekly newsletter where I, Eleni Zoe from Modash, share tactics and ideas to strengthen your influencer campaigns and improve ROI.

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And…I’m back with the first issue of 2025.

I’m not going to lie. I was thisclose to committing to 75 Hard, the trending mind-body-soul challenge of the year. Then I remembered that, historically, I don’t do well with challenges that start in January. So, I put down my phone and went for a walk.

But it got me thinking about what I would like to do differently this year.

For this first issue, I thought it might be fun to ask you the same question: What if we did influencer marketing differently this year? What would we change?

I also asked Andreea Moise and Juliane Kilder, both with over 10 years of experience in influencer marketing and are now consulting.

Here are 5 resolutions you might consider making this year to improve your influencer program, career, or knowledge. 

Resolution #1 Won’t only rely on follower size when choosing influencers

If you’ve been here a while, you’ve probably heard me say this before. I’ll keep banging on about it until the end of time. Sure, big numbers are hypnotic. But you have to be strategic with how you use them.

You can absolutely use influencers with 500K+ followers in the same way you can use those with less than 5K. They both have a place. 

This year, let's look at the whole picture: engagement patterns, average views, comment quality, audience demographics, and our business goals. Then, make decisions based on that.

Don’t just go with the most popular mega-influencers because you think that’s what will launch your brand into the big time.  

Resolution #2 Build relationships, not transactions 

Repeat after me. Creators aren’t vending machines. Influencers aren’t vending machines. There are NO vending machines. 

No, Lorelai. No vending machines.

Stop treating your partners like you insert money and get content. (Yes, I know my analogy breaks down if we consider paid UGC creators, let’s ignore them for now.)

My point is that if you want your influencer campaigns to be memorable and make a mark, you need to take the time to understand creators' content vision, engage with them before pitching, and treat them like actual business partners. 

Resolution #3 Understand the difference between influencers and creators

This isn't just semantics. Understanding what makes creators or influencers tick will change how you approach partnerships, budgets, and expectations. On a very basic level, creators make stuff —art, music, content, and communities. Influencers influence purchasing decisions. 

All influencers are creators. 

But not all creators influence. Understanding this difference will change how you approach partnerships, budgets, and expectations.

Both have their place in your mix. Creators (without influence) are great at building awareness, creating community, and building associations with your brand. Creators (with influence) are great at getting people to “Add to cart.” 

You need both to become a brand worth talking about. 

You can call these people whatever you want, but make sure you understand what kind of people you’re partnering with and what you expect of them. 

Resolution #4 More gut checks, less number chasing

Andreea Moise from Hypemaven, who has over 10 years of experience in influence marketing, wants us to check in with our gut more often.

Get back to listening to your gut and natural human instincts when building relationships and doing the work. No amount of knowledge, strategy, tools, AI, and stacked systems will replace kindness, curiosity, and the innate passion for hyping up people that we all have within ourselves but sometimes forget to cultivate.

Sometimes, as marketers, we’re either tempted or constrained to chase numbers and outcomes on paper, forgetting that the funnel starts with the spark of an idea, a feeling. What I’ve come to realize for myself is that returning to that tiny spark ignites, sometimes colossal impact.

So here’s to less numbers and more sparks ✨

Resolution #5 Don’t ignore your mental & financial health

Julianne Kiider, who spent 10+ years managing influencer & affiliate programs at brands like Made In Cookware, Under Armour, and others, wants to finally respect the timer.

To stop hitting ‘ignore’ on my phone’s social media timer. I tell myself it’s research, but somehow it always ends with me on TikTok buying another 'must-have’ sweater I’ll wear once.

Let's be honest—working in social media means being on social media a lot. This year, let's set some boundaries. Schedule your "research" time and stick to it. Set a budget for "testing the product.”

Your mental health (and your credit card) will thank you.

Handpicked job openings

If you'd like us to plug your next job opening, reply to any newsletter with a link to the listing! Or email me at [email protected]

Is there a habit or change you want to make this year regarding your career in marketing? Reply to this email and tell me. I read every response.

See you in the next issue of ROI!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.