What Top Lifestyle Influencers Did Differently in 2025 (And My Top Follow-Up Recommendations)

What lifestyle influencers did differently in 2025

Let’s be specific. What’s changed in 2025, as we close out another big bang year in influencer marketing? Here’s my take, as a heavily influenced lifestyle publisher, on the big steps forward. And the little changes that we weren’t even aware of, but which have changed Allfor good.

1. Authenticity and community rather than polished ads

Ads will still be there – and they should be. This is how this whole world works, and there needs to be mutual respect around it, between a successful lifestyle influencer and their audience.

But in 2025, influencers have moved away hyper-produced content and towards a real and relevant narration. Authenticity has become a key differentiator, and audiences prefer creators who share real lifestyles, imperfect moments, and honest recommendations.

Microphone And nano-influencers (smaller followers but tight engagement) have quietly gained superiority over mega-celebrities because they feel more “everyday”. And brands have adopted them to community-focused campaigns.

2. Long-term partnerships, not one-off promotions

Instead of one-off sponsored posts, lifestyle influencers and brands were created ongoing content relationships. And I really feel it now. It took about two to three years for one of my favorite influencers to patiently and successfully influence me into purchasing Fussy deodorant through their long-standing partnership. But here I am now, and who knew, they were right.

From serial campaigns and ambassador roles to co-created product lines making trust and continuity key, the key has been to own partnership and advertising. Being bold and saying yes, it’s a collaboration. And I use it every day, because it makes my life better. I think it might improve yours too.

However, I have not signed up for a Hello Fresh subscription yet. Who knows, maybe this is our year.

3. Metrics that matter: performance over vanity

In 2025, more than ever, influencers (and brands) have moved away from number of likes and followers as measures to use.

As we approach the second half of the decade, quality of engagement, conversions, clicks, affiliate income And measurable return on investment are the measures worth getting excited about. Consult our return on investment calculator on the Collective of influencers – our brand new brand/creator connections startup platform – for tangible support in the latter case.

4. AI Integration and Technology Content

To be honest, we can still detect it from a mile away. If I get another Kat and Leo Titanic secret ending, I will deactivate my account. But the proliferation of AI use has been unprecedented in 2025 and – whether for better or worse – it is not always visible.

How do influencers use it?

• Optimize content and subtitles for search
• Post personalization and targeting
• Matching the right brands

But what is crucial is human creativity which always dictates what resonates. Gen Z consumers want authenticitybeyond many other things, especially when it comes to a purchasing decision.

5. Dominance of video – particularly short form

In 2025, TikTok, reels and short films weren’t just trends, they were the main format.

Short, snappy, narrative video content has outperformed still articles or long blogs. Live Engagement And interactive content (live Q&A, behind-the-scenes streams) have also increased. I love this report on trends and forecasts Social Insiderif you are looking for more.

6. Targeted, Value-Driven Content

Again, addressing this question of authenticity. If you know your influencer’s values ​​(and you should – or they should have expressed them clearly, if they do it correctly), you expect to see them reflected in their brand offers and campaigns.

Subscribers were searching for content related to values this year – whether it’s sustainability, conscious living, wellness travel, mental health, minimalism – and not just aspirational aesthetics.