What Brands Are Really Looking for in Influencers Right Now
If you’re wondering why some creators get booked consistently while others don’t, it usually comes down to more than just follower count. Brands today are smarter, more selective, and looking for very specific things when choosing who to partner with.
Here’s what’s getting influencers booked in 2025:
Engagement over audience size. Brands care less about how many followers you have and more about how connected you are to them. A smaller but engaged audience is often more valuable than a large, passive one. They want to see real interaction — not just likes, but saves, shares, comments, and DMs.
A true connection with your audience. Brands are drawn to creators who clearly know and understand their audience. Whether it’s through community polls, stories, group chats, or a private channel, brands love when you have a direct line to your core fans.
Consistency. Posting regularly shows that you’re serious about your brand. A dead feed or sporadic content makes it harder for brands to see value.
Clean, quality content. You don’t need a professional camera, but brands are drawn to content that feels polished, thoughtful, and aligned with their own identity.
A unique voice or niche. Whether it’s your humor, aesthetic, or storytelling style, having a clear point of view makes you memorable.
Professionalism. Quick replies, organized communication, and timely deliverables go a long way. If a brand loves working with you, they’ll keep coming back.
Bottom line: brands want creators who can influence — and that starts with trust. If your audience listens to you, engages with you, and values what you say, you’re exactly what they’re looking for.
If you're a creator looking for representation and support in the growth of your career, reach out to IAMPACT MGMT. If you're a brand looking to partner with the creators we represent, contact hannah@iampactmgmt.com.
