The Favikon engagement benchmark report for 2025 highlights significant growth in the influencer marketing industry, projected to reach $32.55 billion. It discusses the challenges posed by AI-generated content and synthetic engagement, emphasizing the importance of authentic measurement and the rising dominance of nano-influencers across various social media platforms.

Effective influencer marketing campaigns leverage nano- and micro-influencers to create authentic connections through micro-moments, which are context-rich interactions that resonate with audiences. By focusing on smaller creators, brands can achieve higher engagement rates and build trust, ultimately resulting in better ROI compared to traditional macro-influencer strategies. A tactical playbook outlines steps for brands to scout relevant influencers, encourage creative content, and maintain compliance while optimizing campaign performance.