Melis Ertem, CEO of MMA MEAThe role of influencers in marketing has evolved dramatically over the past decade, but in 2025, one factor is set to dominate the industry: Trust.
Against the backdrop of Mark Zuckerberg’s latest decision to remove fact-checkers across Meta-owned platforms, the conversation around authenticity, misinformation, and brand credibility has never been more critical.
For brands and influencers alike, cutting through the noise in this new era means prioritizing transparency, ethical storytelling, and genuine connections with audiences.
The shifting landscape of influencer marketing
With digital platforms constantly evolving, the influencer space is more crowded than ever. Influencers range from ‘mega-stars’ with millions of followers to highly engaged micro-communities. As social media channels expand, so do concerns around misinformation and trustworthiness.
Meta’s removal of fact-checkers has sparked fresh concerns about how audiences will navigate this environment. Without third-party verification, the onus will now fall on individual influencers and brands to uphold credibility. In this context, trust won’t just be a ‘nice-to-have’, it will be the currency of influencer marketing.
Afşın Avcı, Founder of Inflow Network and Head of the MMA MENA Influencer Marketing Committee, underscores this point, when he said, “In 2025, trust won’t just be important—it will be the foundation of influencer marketing. Audiences crave real, honest voices, and only brands and influencers who lead with authenticity will truly stand out.”
Authenticity before algorithms
With increasing skepticism surrounding social media content, influencers must prioritize authenticity overreach. Consumers today are more discerning than ever, and research consistently shows that they trust real people over polished ads.
Avcı also said, “People trust people, not ads. In 2025, the most successful influencers will be those who stay true to their values, build genuine connections, and put authenticity before algorithms.”
This shift is already evident in influencer campaigns that focus on unfiltered storytelling, real-life experiences, and value-driven collaborations. In a region where word-of-mouth and personal recommendations play a significant role in purchasing decisions, influencers who foster deep, meaningful engagement will be the ones who thrive.
A 2024 report by Weber Shandwick MENAT found that 66 per cent of influencers in MENA attend brand events to develop a deeper connection with the brand, reinforcing the importance of long-term relationships over one-off collaborations.
Additionally, 63 per cent of influencers have increased content about causes they personally care about, demonstrating the rising demand for values-driven content.
Navigating the trust deficit in 2025
Given the shift, how can influencers and brands build and maintain trust in a digital world where misinformation is increasingly prevalent?
Radical transparency: Influencers should be open about paid partnerships, product sponsorships, and affiliations. Full disclosure strengthens credibility and fosters deeper audience trust.
Community-driven engagement: The influencers who will stand out in 2025 are those who actively engage with their communities. Responding to comments, hosting Q&As, and involving followers in content creation will help reinforce authenticity.
Values-driven content: More than ever, consumers are choosing to engage with influencers whose values align with their own. Whether it’s sustainability, diversity, or ethical business practices, audiences expect influencers to take a stand on issues that matter.
The path forward
As social media enters a new phase, one where traditional fact-checking mechanisms are no longer in place, the responsibility to uphold authenticity and trust falls to brands and influencers themselves.
For marketers, it is increasingly important to work with influencers who prioritize trust, champion transparency and put their audiences first. The future of influencer marketing isn’t about algorithms or reach, it’s about authenticity and trust. Those who embrace this shift will be the ones shaping the industry in 2025 and beyond.
By Melis Ertem, CEO, MMA MENA
