Just because Kendrick Lamar rocked bootcut jeans at the Superbowl half-time show doesn't mean we all need to jump on that train.

As someone who spent the entire 2000s drowning in excess denim and muttering, "I like them, but they're too long," the return of bootcut jeans is giving me…flashbacks.

Sure, they look amazing on those of a taller persuasion. But some of us thrived in the leggings and ankle-length era of the 2010s.

Which brings me to influencer marketing trends. Every few months, someone on LinkedIn boldly declares THE ONE TRUE WAY to do it.

"Influencers are dead!"

“UGC is it!”

"Long-term partnerships are the only way!"

"If you're not doing [insert latest trend], you're basically throwing money away!"

Here's what I learned in my conversations with marketers (and after I tried on a pair of bootleg jeans this week).

There isn't one perfect strategy (or style) that works for everyone. What works is actually much more interesting - and nuanced - than that.

In this issue, I'm breaking down three major shifts I've noticed in how brands are approaching partnerships. These aren't prescriptions for what you must do.

They're opportunities to consider. (Try on the jeans!) But if they don't fit? Try something else.

Trend #1: Two-thirds of marketers report influencers opening up to affiliate deals

The times they are a-changing. Creators who used to only want paid partnerships are now saying yes to affiliate opportunities.

When I joined Modash in 2022, marketers would tell me the same thing repeatedly: influencers didn't want performance-based pay.

Fast-forward to today and influencers are getting pretty comfortable with it. Why the switch? Well, there are more influencers than ever, so the market is pretty crowded - that might be pushing some to look for any deals they can get.

But there's another reason, too: influencers are seeing just how much buying power they have, and they want a piece of that pie. They're also realizing they can still be themselves and keep earning through performance-based deals.

This is good news for brands. You can now work with influencers in different ways, gaining authentic content and results you can actually measure.

When Lee Drysdale switched from full-time influencer marketing to an affiliate and partnerships role at Argento, he noticed the change immediately. Combining influencer marketing with affiliate partnerships can be “game-changing!”

Creators often post extra organic content with affiliate links to boost their earnings—so everyone wins!

How to take advantage of this trend: Chat with your current influencers about joining your affiliate program. Keep it simple and easy to join. When bringing on new partners, try offering both: a flat fee plus performance-based pay.

Trend #2: 84% of brands plan to increase long-term partnerships in 2025

Brands are shifting their budgets away from one-off posts and investing in longer partnerships. And I love to see it.

It makes sense—when followers see their favorite creators actually using products over time, their recommendations hit different.

The data backs it up: 75% of brands did more long-term partnerships in 2024, and even more are jumping on board next year.

These partnerships just work better. Influencers get the time to really understand your brand so they can weave products into their content naturally. No forced vibes, just authentic integration that their audience connects with.

How to take advantage of this trend: Look back at your one-off collaborations from last year. Which creators crushed it, whether in terms of engagement, reach, quality, or sales? Reach out to them again (especially the ones who loved your products) with a longer-term deal.

For extra points, offer them an affiliate opportunity.

Trend #3: Combining approaches for better results

You don't have to pick just one way to work with influencers. By combining different partnership models, you get the best of everything:

• Regular, planned content keeps your brand visible

• Creators can drop spontaneous posts when inspiration hits

• Performance incentives encourage extra content

• Influencers grow alongside your brand

How to take advantage of this trend: Start small. Pick your top three performing creators and test out a hybrid model: guaranteed payment for planned content plus commission for extra views or sales. Track both content quality and sales to figure out what works best.

Handpicked job openings

• Wild is looking for a Senior Influencer Marketing Executive. The role is hybrid, with 3 days in the office in London. 

• Montblanc is looking for a Senior VIP & Influencer Manager in Hamburg, Germany. 

• Fièra Cosmetics is looking for an Influencer Marketing Manager. The role is fully remote, with operations on GMT -4. (Toronto, Canada)

• Velvet Caviar is looking for a Senior Influencer Marketing Manager in New York, USA.

• Stimara is looking for an Influencer and Affiliate Marketing Manager in the USA. The role is remote.

See you next Thursday!
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.