In the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Tusharr Kumar, CEO of Only Much Louder, 2025 marked a decisive move away from formula-led content towards storytelling that feels emotionally real, culturally alive, and genuinely memorable.
On the Influencer Marketing trends that defined 2025, in his view, Kumar notes: “Storytelling has evolved! Audiences don’t just want content; they want stories that feel real. They notice when it’s forced, and they love it when it’s authentic. That’s where creators and brands are teaming up, making content that’s emotional, memorable, and alive. It’s not about acting like a studio. It’s about holding attention and doing it in a way that actually sticks. Every brief is a chance to entertain, surprise, and cut through the noise. The real challenge? Escaping formulaic patterns. Sharper narratives, unexpected angles, genuine joy, these are what make stories connect. When we bring authenticity to the work, audiences feel it immediately. They connect. They remember. The brand doesn’t just exist; it becomes unforgettable.”
Looking ahead, Kumar believes the next phase of influencer marketing will be shaped by deeper formats, more immersive fandoms, and creators building sustainable businesses within niche communities.
“Trend 1: The Rise of long-form content
Long-form content is slowly making a comeback, and audiences are loving it. After years of quick TikToks and Insta Reels dominating our feeds, people are craving more depth, more context and honest conversations. Even short-form–first platforms are now seeing longer videos because users are actually beginning to want more depth and feel engaged.. For brands, this is a great opportunity. Long-form lets you tell real stories, share expertise and build trust in a way sometimes a 7-second clip can’t. It’s the trend that rewards substance over speed.
Trend 2: The Rise of Short-Form Sports Content
Young people are discovering sports on Instagram, and it’s changing the way the game is consumed. More fans now catch up on matches through social media, and what’s truly exciting is how teams, leagues and athletes are making their content genuinely entertaining. Short-form videos are changing how fans connect with sports, driving deeper engagement and connection. Teams like the Mumbai Indians and Leicester Tigers are pulling audiences right into the moment with big hits, crucial tries, behind-the-scenes banter and player features. With trending audio, quick cuts and genuine emotion, sports consumption is becoming more intimate, vibrant and fan-driven than ever.
Trend 3: Finding and Monetizing Online Niches
Creators today are exploring every possible niche corner of the internet. While music, comedy and beauty still dominate mainstream social feeds, the rise of niche-category creators feels refreshing and it’s only going to grow. Young audiences want content that speaks to their specific interests, micro-communities and tiny subcultures.
Interestingly, these niche creators often build the strongest and most loyal communities. Take pottery, for example. The category has had a real moment online with process videos, tutorials, studio vlogs and behind-the-scenes content. Many pottery creators now sell products, courses and even full-fledged retreats. And the best part is that none of it feels like a hard sell. It feels more like being invited into their world, one their audience has watched unfold online.”
(As told to Ruchika Jha)
