A Year in Data 2024: A Look Back and 2025 Trends Revealed

Discover the key insights from Lefty’s "A Year in Data 2024" report as we delve into the strategies, trends, and innovations that defined influencer marketing across industries this year. Join us as we explore the breakthroughs of 2024 and uncover what lies ahead for 2025 influencer marketing trends.

1. Beauty: The Fastest Growing Industry on Social Media

The beauty industry solidified its position as the influencer marketing powerhouse:

• Fragrance saw a 69% increase in Earned Media Value (EMV), driven by male celebrity partnerships like Jo Malone’s collaboration with Christian McCaffrey.
• Skincare brands like La Roche-Posay boosted EMV by 50% with micro-influencers and athlete endorsements, showcasing authenticity and credibility.
• Makeup leader Rare Beauty generated $282M EMV, while L’Oréal’s “Walk Your Worth” campaign redefined star-studded marketing with $58.5M EMV.

Takeaway: Invest in inclusive campaigns and diverse partnerships to build emotional connections, aligning with 2025’s top influencer marketing trends for the beauty industry.

2. Fashion: The Power of APAC Influence

Dior’s SS25 shows dominated the scene, generating over $61M in EMV. By leveraging K-pop stars like TXT and Thai actor Nattawin Wattanagitiphat, Dior captured 86% of its Menswear EMV from top APAC influencers.

Takeaway: Tap into regional star power to amplify global reach, an essential focus for 2025 trends.

3. The Paris 2024 Olympics: A Game-Changer for Influencer Marketing

The Paris Olympics broke records with:

• 12 billion social media interactions
• $163.3M in EMV driven by partnerships with 70+ brands and athletes.

Stars like Simone Biles led the charge, with gymnastics generating $113M EMV, the highest among all sports.

Takeaway: Align with major cultural moments for unparalleled visibility and to stay ahead in 2025 influencer marketing trends.

4. Sportswear: Athletes Prove Essential to Influencer Marketing

Mega-influencers have significantly increased the visibility of the sportswear industry, generating 79% of its total EMV. Athletes played a key role, contributing 56% of the industry's overall EMV, with football and cricket stars driving the most value.

Takeaway: Expand reach and amplify brand visibility with cross-industry partnerships, setting the stage for 2025 influencer marketing trends.

5. Hospitality: Investing in Cross-Industry Collaborations

Hotels implemented beach pop-ups, takeovers, and influencer campaigns to boost visibility and engagement. Cross-industry partnerships with fashion and beauty expanded opportunities while blending innovation with luxury.

Takeaway: Expand reach and amplify brand visibility with cross-industry partnerships to add an innovative edge.

6. Emerging Trends: Entertainment Meets Luxury

2024 marked a deeper convergence of entertainment and luxury:

• Mercedes-Benz’s Electric G-Class launch blended automotive innovation with celebrity endorsements like Kendall Jenner, achieving a 53% EMV boost.
• Tommy Hilfiger’s NYFW show, featuring the Wu-Tang Clan, delivered a staggering 302% season-on-season EMV growth.

Takeaway: Integrate cultural storytelling into your campaigns to captivate audiences, a key pillar of 2025 trends.

7. Influencer of the Year: Nara Smith

Nara Smith captivated global audiences with her unique approach—cooking videos paired with luxury fashion. Her campaigns with Chanel and Aston Martin saw a 784% follower growth, cementing her as a marketing powerhouse.

Takeaway: Authenticity and niche storytelling drive impactful influencer marketing.

The Road Ahead

The 2024 data underscores the evolving dynamics of influencer marketing—authenticity, cultural relevance, and cross-industry collaborations are key to success. As we gear up for 2025, brands must stay agile and data-driven to capitalize on these trends and align with 2025 influencer marketing trends.