Imfluence’s Mike Alnaji discusses the challenges facing influencer marketing in 2025, from tackling fraud and inflated metrics to embracing AI tools and local voices. He shares insights on redefining influence, moving beyond vanity metrics, and how brands can build real connections through authentic storytelling.
What is the biggest challenge within influencer marketing that needs to be addressed in 2025?
One of the biggest challenges in influencer marketing today is influencer fraud, which costs brands an estimated $1.3 bn globally. Fake followers and inflated engagement metrics continue to mislead brands into making ineffective investments. In the MENA region, this issue persists due to brands relying on vanity metrics instead of deeper data analysis. At Imfluence, we emphasise the importance of transparency and data-driven decision-making – leveraging AI verification tools and engagement quality metrics to ensure
brands collaborate with influencers who drive real business impact. The future of influencer marketing will belong to those who move beyond surface-level numbers and prioritise authenticity.
Is the definition of ‘Influencers’ expanding beyond celebrities to also include contemporary, local icons across several relatable sectors such as sports, science, engineering aviation, arts and music among others?
Absolutely! The influencer landscape has evolved far beyond celebrities. Brands are now focusing on niche creators across finance, science, engineering, arts and other specialised fields – seeking voices that bring credibility and deeper audience engagement. This shift is redefining the creator economy, where thought leadership and expertise are becoming just as valuable as broad reach. At Imfluence, we’ve seen firsthand how brands benefit when they partner with influencers who truly understand their audience and deliver content that resonates on a more meaningful level.
How important has it become to go past mere followers, reach and engagement and begin placing local content creators that resonate brand values at the heart of brand storytelling?
With social media platforms prioritising content that resonates over raw numbers, brands can no longer afford to focus solely on follower counts. The real value lies in an influencer’s ability to craft compelling narratives that not only capture attention but also drive action. At Imfluence, we work closely with brands to shift their focus from vanity metrics to real influence – helping them identify and collaborate with local content creators who align with their values and can tell their story in a way that truly connects with audiences. Storytelling has now become a business imperative rather than just a creative choice.
Are AI influencers going to ‘influence’ the marketing landscape considerably or is this just another trend that is going to pass us by?
AI is already making waves in influencer marketing, but its biggest impact isn’t just in AI-generated influencers – it’s in how AI is enhancing real creators. We’re seeing AI tools streamline content production, optimise engagement strategies, and enable influencers to create highly personalised content at scale. At Imfluence, we believe AI isn’t here to replace human creativity but to enhance it. The brands and influencers who embrace AI-driven strategies will be the ones leading the next evolution of influencer marketing.
By Mike Alnaji, Chief Executive Officer, imfluence
