🤖 AI Summary
As summer 2025 kicks off, we're seeing influencer marketing shift faster than ever — and we’re right in the middle of it. At Beatly, we've helped hundreds of brands across Scandinavia and Europe build and scale influencer-driven campaigns over the past decade. This year, the trends are clear: brands want authenticity, automation, and measurable results.Here are the key trends we’re seeing in influencer marketing this summer, based on real campaign data, daily client requests, and platform signals across the Nordics and Europe.
1. UGC Isn’t a Nice-to-Have — It’s the Content Strategy
Brands we work with are increasingly treating User-Generated Content (UGC) as their main creative asset — not a side benefit. We're powering campaigns where creators generate lo-fi, native-feel videos that outperform traditional ads, especially across TikTok and Instagram Reels.
We’ve even built UGCOnly.com to help brands scale this content with AI-powered matching and faster turnaround times.
👉 What we’re seeing: Brands are embedding UGC into product pages, ads, and even in-store QR activations in Sweden, Norway, and Germany.
Industry Insight: UGC is not just a trend; it's a proven strategy. According to recent data, 63% of shoppers say they're more likely to buy a product if it's recommended to them by a social media influencer they trust .Dash
2. Boosting Influencer Content = Non-Negotiable
Organic reach alone won’t cut it. Almost every campaign we run now includes boosting or whitelisting influencer content to increase reach and drive conversions. It’s one of the fastest ways to make great content work harder.
👉 Summer tip: Our Nordic clients are allocating up to 50% of their influencer budget to boosting and paid amplification during retail peak weeks like midsummer.
Industry Insight: This aligns with broader industry trends, where 86% of marketers agree that multichannel marketing is increasing in effectiveness, emphasizing the importance of paid amplification across various platforms. Salesgenie
3. AI Tools Are Reshaping Campaign Production
We’ve fully integrated AI-powered tools into our workflow — from brief generation and persona matching to influencer selection and content optimization. It's saving our clients days (sometimes weeks) in campaign setup.
That’s also why we launched UGCOnly.com — our AI-powered platform that simplifies UGC creation and management.
👉 What’s working: Agencies and brands managers are using our platform to plug UGC into their programmatic media mix.
Industry Insight: AI integration improves campaign outcomes for 66.4% of marketers, highlighting the transformative impact of AI in influencer marketing. Influencer Marketing Hub
4. Hyper-Local Influencers Are Taking Over
This summer, it’s not just about reach — it’s about relevance. We’re helping brands activate nano and micro influencers with hyper-local audiences. Whether it’s families with new-born in Oslo for a stroller walk event or beach-goers in Skåne, these creators deliver impact through trust and precision.
👉 What we’ve learned: Region-specific content works best when paired with local offers or store-specific promotions.
Industry Insight: Micro-influencers are gaining popularity due to higher engagement rates and closer connections with their audience. Research indicates that their content is perceived as more authentic, enhancing brand trust. CROSSNETICS
5. Multi-Channel Campaigns Are the New Standard
Single-platform campaigns are fading. We’re seeing better performance from brands that roll out content across TikTok + Instagram, then retarget or extend visibility via YouTube, CTV, DOOH, or even Display Ads.
👉 Best practice: We often start with TikTok or Reels for reach, then use our tools to amplify the best content across additional channels.
Industry Insight: 86% of marketers agree that multichannel marketing is increasing in effectiveness, underscoring the importance of a diversified platform approach .Salesgenie
6. Creators as Creative Partners
More brands are inviting influencers into the creative process. Instead of just delivering a brief, they’re asking creators to help shape concepts, test products, and co-create storytelling.
👉 What’s working: Campaigns feel more human and original when influencers are involved from day one — especially in categories like fashion, wellness, and food.
Industry Insight: Brands that embrace genuine co-creation with influencers are those that win consumer trust, and thus business results. FleishmanHillard
7. Real Values Drive Real Results
Sustainability, diversity, and transparency still matter — especially among Gen Z and Millennial audiences. We’ve seen strong performance when creators are empowered to speak authentically about what matters to them, in their own voice.
👉 Reminder: Audiences spot inauthenticity fast. Trust your creators to lead the message.
Industry Insight: Authenticity is vital for Gen Z because they are highly perceptive and value genuine interactions over polished advertising. Brands that communicate transparently, show real customer stories, and stay true to their values are more likely to gain the trust and loyalty of Gen Z consumers. Camphouse
Final Thought
Summer 2025 is about being faster, more relevant, and more creative than ever before. Whether you need on-brand UGC, influencer activations, or a fully automated cross-platform media plan, we’ve got the tools and talent to make it happen.
🎯 Ready to build your next influencer campaign?
→ Visit www.beatly.com or get in touch to book a strategy session with our team.