Insights from Over 1100 Global Marketers

In the evolving world of digital marketing, understanding current trends is essential. A new report, utilizing data from over 1,100 global marketers, highlights key insights into the fast-paced domain of social media. On January 18, 2025, a significant event unfolded in the U.S. when TikTok faced a brief ban, disrupting brands and influencers alike. While the ban was eventually revoked just 12 hours later, it underscored the unpredictable nature of social media platforms. Such incidents have become more frequent since the social media landscape continues to shift rapidly, compelling marketers worldwide to remain agile. This trend of unexpected shifts started back in 2020 and continues to challenge marketers everywhere.

With the latest HubSpot survey of 1,100+ social media experts, we gain valuable insights into burgeoning trends, effective strategies, and areas for investment. These insights can guide marketers on where to allocate resources efficiently.

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Harnessing the Influence of Micro-Influencers

As we navigate 2025, a key takeaway from the data collected by over 1,100 global marketers is the growing effectiveness of micro-influencers. Marketers find success partnering with these smaller influencers — those having fewer than 100,000 followers. This aligns with the findings from both the Social Media Trends and State of Marketing reports. Their relatively smaller audience sizes allow for higher engagement rates and authentic connections with followers. While larger influencers may struggle with engagement, micro-influencers retain their credibility and intimate community bonds, offering cost-effective collaborations that resonate well with audiences.

Although developments within the marketing field may occasionally seem unpredictable, key insights from over 1,100 global marketers offer a roadmap for navigating future challenges. Understanding the implications of these insights enables marketers to anticipate changes and prepare accordingly.

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