Influencer marketing agency Linqia has released its Q1 2025 results, which show increased campaign volume, spending, and strategic integration across marketing channels.

The company reports a 53% increase in campaign volume in Q1 2025 compared to the same period last year, signaling broader adoption of influencer marketing as an “always-on” strategy among brands. This growth is accompanied by a 40% year-over-year increase in partner spending, indicating deeper investment in influencer partnerships.

The agency also reports receiving three times more influencer marketing requests for proposals (RFPs) in Q1 2025 versus Q1 2024, pointing to strengthened demand from brands incorporating influencers into their marketing mix.

Despite potential disruption from regulatory challenges, Linqia executed 20% more TikTok campaigns in Q1 2025 than Q1 2024, demonstrating continued platform resilience.

Cross-Channel Integration Drives Strategy

In April, Linqia launched “Creator Ads,” a solution designed to extend creator content across multiple marketing channels. The launch coincided with a demonstration campaign featuring LinkedIn influencers who created unscripted videos promoting a fictional product.

“This campaign shows what we’ve known for years — that great creator content isn’t limited to just social media,” Keith Bendes, Linqia’s Chief Strategy Officer, said in a statement. “It’s fuel for a brand’s entire marketing engine.”

The demonstration repurposed creator videos into a unified marketing campaign spanning television commercials, Times Square billboards, YouTube advertisements, and digital transit displays.

In-Person Experiences Complement Digital Strategy

Also in April, Linqia launched “IRL,” a solution enabling brands to create in-person consumer experiences while simultaneously capturing content for digital channels. The service offers three distinct activation approaches: partnering with creators at major cultural events, providing end-to-end support for standalone experiential moments, and implementing an “On-The-Street” engagement model.

“A major pitfall with experiential marketing investments historically has been the limited reach for the high cost,” Bendes told Net Influencer. “By having influencers be part of the experience, they not only attract more people to the experience itself and make the experience more valuable for attendees, they also create content around their experience and share that with the thousands, if not millions, of people following them at home.”

The company reports executing more “On-The-Street” programs in Q1 2025 than throughout all of 2024, with approximately 500,000 Instagram Reels carrying the #OnTheStreet hashtag and #OnTheStreet and #StreetInterview collectively appearing on over 250,000 TikTok videos.

For more information on Linqia’s analysis, follow this link.