What’s Changing in Global Influencer Strategy?

Has anyone else been following the latest trends in global influencer marketing? Things are moving fast in 2025, and I’m seeing a big shift in how international campaigns are being structured. There's a noticeable lean toward working with regional creators who understand hyper-local behavior, even when representing global brands. That’s definitely changing the game compared to the “mega-influencer” approach from a few years ago.

Another interesting trend is the rise of long-form content again especially on platforms like YouTube and newer podcast-based influencer spaces. There’s also more emphasis on community engagement than ever before, not just sponsored posts. Some campaigns now include influencers in product development or customer feedback loops, which is something I didn’t see coming.

Curious if anyone here is running global or cross-market campaigns and how you're adapting. Are you still going big with reach, or are you focused more on depth and community? What trends are you noticing that others might not be talking about yet?