A Sprout Social Instagram carousel that explains their social media moment of the week
Posted: Thu Feb 13, 2025 8:26 am
“2025 brings the creator world a step closer to being more professionalized. Especially given the impact creators have had on politics, citizen journalism and videography—we are no longer looked down on as interlopers in historically gatekept spaces. We’re now on a path toward being treated as equals and experts alongside more traditional paths to success,” said V Spehar, Creator and Founder of Under the Desk News.
This shift is preceded by consumer trust in influencers already taking hold. Nearly half as many consumers trust influencers just as much as they did last year, while 30% trust them more. Millennials and Gen Z are most trusting—in part usa student data because they grew up with influencer and creator marketing.
A call-out card from the 2024 Influencer Marketing Report that reads 30% of consumers trust influencers more than they did six months ago
3. Video and images will continue to be crowd favorites
When survey respondents were asked which content format these marketers and creators planned to focus on in 2025, short-form video (60 seconds or less) won by a landslide with 47%. Rounding out the top three were videos less than 10 minutes long (17%), followed by photos and Carousels (14%).
Carousels made something of a comeback this year. Even before Instagram increased the amount of images and videos you could post to 20, brands were taking advantage of the swipe-through storytelling format.
Adam Mosseri, head of Instagram, pointed to two main reasons for the format’s success: Multiple slides mean more interactions and the algorithm gives your Carousel a second chance after it’s posted, resurfacing it to followers who previously swiped by.
Even TikTok, which had previously only championed short-form videos, promoted photo Carousels this year, promising to “help you reach even more people.”
This shift is preceded by consumer trust in influencers already taking hold. Nearly half as many consumers trust influencers just as much as they did last year, while 30% trust them more. Millennials and Gen Z are most trusting—in part usa student data because they grew up with influencer and creator marketing.
A call-out card from the 2024 Influencer Marketing Report that reads 30% of consumers trust influencers more than they did six months ago
3. Video and images will continue to be crowd favorites
When survey respondents were asked which content format these marketers and creators planned to focus on in 2025, short-form video (60 seconds or less) won by a landslide with 47%. Rounding out the top three were videos less than 10 minutes long (17%), followed by photos and Carousels (14%).
Carousels made something of a comeback this year. Even before Instagram increased the amount of images and videos you could post to 20, brands were taking advantage of the swipe-through storytelling format.
Adam Mosseri, head of Instagram, pointed to two main reasons for the format’s success: Multiple slides mean more interactions and the algorithm gives your Carousel a second chance after it’s posted, resurfacing it to followers who previously swiped by.
Even TikTok, which had previously only championed short-form videos, promoted photo Carousels this year, promising to “help you reach even more people.”