Influencer Trend + RAD Milestones

As we approach the end of this year, it seems like the perfect time to reflect on the seismic shifts in influencer marketing and the milestones Lickly has achieved along the way. In 2025, the industry saw unprecedented growth, driven by AI adoption, the rise of micro-influencers and a renewed focus on authenticity.  Influencer marketing evolved into a critical channel for brands seeking to build meaningful connections in an unbelievably fragmented landscape. 

For RAD’s marketing AI division, 2025 was a banner year marked by groundbreaking innovations, strategic campaign milestones and truly impactful partnerships. We not only expanded our AI-powered platform capabilities but also deepened our bench of seasoned experts, underscoring our commitment to empowering brands and agencies with tools that drive measurable ROI. From the launch of State-by-state functionality to the successful AI Buyout Strategy, we’ve helped redefine how businesses harness the power of the creator economy.  

This year has been one of growth, brand transformation, and laying the groundwork for building bigger and better solutions that will shape the future of our industry. As we reflect on these achievements, here are some of the key trends and milestones that defined 2025 for Lickly and the influencer marketing industry.

📊 Top Trends in Influencer Marketing

• 1. AI-Driven Personalization Takes Center Stage: AI has transformed influencer marketing, with nearly 55% of marketers leveraging it to enhance efficiency and personalization in some capacity. Tools like AI-generated avatars, dubbing, analytics, and even Lickly’s own Audience Insights are now integral to identifying the right influencers, crafting tailored campaigns, and analyzing engagement patterns, enabling brands to deliver impactful, data-driven results.

• 2. The Nano and Micro-Influencer Revolution: Brands are increasingly turning to nano (1K–10K followers) and micro-influencers (10K–100K followers) for more  authentic connections and higher engagement rates. In fact, 43% of marketers reported increased use of these influencers this year, capitalizing on their ability to resonate with niche audiences.

• 3. Long-Term Partnerships Over One-Off Deals: Building deeper relationships with influencers has become a priority, as brands seek consistent messaging and stronger collaboration. With 34.6% of marketers emphasizing regular communication, this shift reflects a move toward enduring partnerships that create meaningful impact.

• 4. Diverse Video Content Is King: Short-form videos continued to dominate, but 2024 saw an increase in demand for diverse formats. From educational long-form content to shoppable live-streaming, brands are finding creative ways to engage audiences across platforms.

• 5. Authenticity and Transparency Win: If we’ve said it once, we’ve said it a million times—consumers are increasingly demanding genuine product experiences and partnerships. Transparent influencer collaborations have been key in building trust.

• 6. Social Commerce and Shoppable Live Streaming Soared: Platforms like TikTok Shop have upended how consumers discover and purchase products, transforming live-streaming into a dynamic, real-time shopping experience. By empowering influencers to showcase and sell products seamlessly during live broadcasts, these platforms have blurred the lines between entertainment and e-commerce, setting the stage for the next wave of digital consumer behavior. 

Lickly’s 2025 Milestones

In 2025, we built the foundation for Lickly’s next chapter and proved the demand for an audience-first system that helps teams make better calls before spend.

1. Brand and structure evolution: RAD Intel formalized its portfolio direction and set Lickly up as a standalone SaaS business built on the shared intelligence layer. The outcome was simple - clearer positioning, cleaner product focus, faster execution.

2. Team Lickly execution: Across 2025, we set to work customizing our proprietary AI-driven platform for the mid-market – digging deep into the workflow automations most demanded across agencies and brand makreters.  The result?  Likely, our self-serve SaaS Model delivering end-to-end creator and content programs with operator-level discipline. Strategy, creator selection, creative direction, and measurement ran as one workflow, reducing friction and improving repeatability. 

3. Audience intelligence upgrades: We expanded our ability to map micro-communities across the web and build actionable personas that reflect real interests and intent. That unlocked sharper targeting and more regional nuance for brands that need local relevance without losing national consistency.

4. AIBO progress: We advanced our acquisition strategy and integration playbook, focused on partnering with high-traction operators and connecting them through shared intelligence and operating discipline. The goal is consistent execution, faster onboarding, and stronger outcomes across the portfolio.

 Looking Ahead

As influencer marketing continues to evolve, the demand for authenticity, precision and innovation becomes even more critical. Consumers are seeking genuine connections, and brands must adapt by leveraging data-driven insights and cutting-edge tools to meet their expectations.

At Lickly, we’re proud to play a role in shaping this dynamic landscape, equipping brands with the tools they need to thrive. Ready to future-proof your marketing strategies? Let’s connect and explore how Lickly can help you achieve your 2026 goals.

Here’s to an impactful year ahead!