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84.8% of brands that use influencers say it’s an effective marketing strategy.

So why do only half of brands work with them?

My guess is many believe the cost is out of reach. But, according to Shopify, nano-influencers charge as little as $25 per post. Small, niche creators also happen to have the most loyal audiences and the highest engagement rates. Food for thought 👀

In today's newsletter:

• 7 Influencer trends brands need to know about in 2025 (here’s how you should be thinking about partnerships this year)

• How to use influencers to create personalised shopping experiences (find out how to replicate Amazon’s super successful strategy)

• Trend plug - Let's make fun of the girl who took a risk

• Ask the Editor - How do I write content that doesn’t sound stuffy?

- Charlotte, Editor ♡

In a world where influencers sell everything from lip gloss to lawnmowers, what does 2025 have in store for the creators who rule our feeds?

Influencer marketing has been steadily evolving over the last few years. And the brands that keep up will be the ones that thrive.

So on that note, let’s break down the trends shaping the influencer landscape—and how marketers can ride these waves without wiping out.

1. The hyper-localised influencer boom

Move over, mega and micro influencers.

The future belongs to the nano and hyper-local creators who cater to niche communities. In 2025, it’s less about massive follower counts and more about intimate, highly engaged audiences.

Think a food blogger who knows the best dim sum spots in San Francisco or a DIY enthusiast specialising in upcycled furniture in London.

Brands are leaning on these creators to build authentic connections.

Why?

[Keep reading to find out what these 7 influencer trends mean for brands]

-Sophie, Writer

The smarter way for DTC brands to drive repeat revenue

What if you could drive 15% more repeat purchases, without the headache of building customized flows?

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Black Crow is so confident you’ll get results that they’re offering a $100 gift card to Shopify brands with $2M+ in GMV to get a demo.

Book a demo

How to Use Influencers to Create Personalised Shopping Experiences

Ok, I hate to admit this, but Amazons’ storefront strategy is a stroke of genius.

Now y’all know I’m not the “promote tech giants” type.

Don’t think I’ve gone switching sides.

However, I am the “give credit where credit’s due” type. And I firmly believe this strategy is something we should be replicating.

They say to be great, you must study the greats. SO, on that note, let me cook.

We know Amazon is like, the everything store. But it’s also everyone’s favourite influencer hangout.

Amazon has rewritten the e-commerce playbook. How? By integrating influencer culture into its storefront strategy.

Now, influencers have moved from mere product promotion to curating digital storefronts with everything from skincare essentials to home organisation hacks.

It’s personal. It’s profitable. And, for brands, it’s a goldmine of lessons.

So why do Amazon’s storefronts work so well? And, more importantly, how can your brand adopt the same mentality?

[Keep reading to learn how to use influencers in your buyer’s journey]

-Sophie, Writer

Trend Plug - Let's Make Fun of the Girl Who Took a Risk

Today's viral sound comes from Girls (HBO) and it also happens to be your chance to reveal one of your cringiest moments.

In the clip, Marnie Michaels, played by Allison Williams, says, “Oh, let’s make fun of the girl who took a risk and put herself out there creatively.” 

For context, this is her way of clapping back at people who mocked her. And now, TikTokers are using the line to laugh at their own awkward or cringy moments when they took a shot and missed.

My fave ones are "When I try to pronounce things correctly at the Mexican restaurant" and "When someone mentions the way I used to dress in 2020."

How you can jump on this trend:

Using the sound, defensively lip sync the line "Oh let's make fun of the girl who took a risk and put herself out there creatively." Use onscreen text to highlight a time you did something that, looking back, you're not proud of.

A few ideas to get you started:

• Me when my newsletter numbers fluctuate

• That time we launched a bold rebrand and everyone hated it

• When I post a pic on insta and immediately lose 5 followers

-Abdel, Social Media Coordinator

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I'm getting stuck writing my LinkedIn posts. I know I shouldn't be so stuffy and professional but I don't know how else to write. - Matt

Hey Matt!

If you're used to writing in an academic or professional style, it can be hard to break that habit.

Here are 2 things that may help.

First, write like you speak. You're posting on social media, not writing a dissertation. It will take some time to unlearn that stiff way of writing, so a good trick is to read your writing out loud and see what sounds unnatural. Starting sentences with "but," "and," or "so" can make your writing flow better.

My second tip is to pretend you are writing to one person, and a friend at that. If you're picturing writing to the masses, your writing will come off as impersonal. So imagine you're writing to one person instead. This will make your posts easier for your audience to read.

When it comes to writing, the more you do it, the easier it will get!

- Charlotte, Editor ♡

For the group chat

😲WTF: Humanity’s BIGGEST gathering ever?!
✨Daily inspo: Oprah’s life lesson
🎧Soooo tingly: Wax candy honey jelly ASMR
🍝What you should make for dinner tonight: Braised soy chicken sauce

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