The Friday Five: 50% of marketers not hitting goals, UK brands to invest in influencers in 2025, and Online Safety Act shows its teeth

Hello and welcome back to The Friday Five.

Every week we break down the most interesting digital marketing stories you need to know about.

Today we look at the rise in influencer marketing, why marketers are struggling to meet their goals, Ofcom's new social media regulations, how brands are adapting to the rise in empowered consumers and the 'safer phone bill', which could ban under 16s access to a smartphone.

So much to get through. Let's get started!

1. UK brands use of influencers to surge in 2025

As hard as it may be to believe, given its popularity, a new report predicts influencer marketing is going to get more popular among brands in 2025.

Kolsquare’s recent report into the European influencer marketing scene found that over a third of UK brands are hoping to work with 100% more influencers next year and over half of them are going to increase their influencer marketing budgets. 

The report also confirmed that brands mainly use Instagram and Facebook for influencer marketing campaigns; 89% of European brands use Instagram regularly and 72% of UK brands use Facebook. 

Findings showed that diversity was not a high priority for European brands; 18% of UK brands consider it a high priority but only 12% of European brands did.

UK brands also have to comply with regulations. 76% require influencers to follow industry regulations and 50% of brands do not partner with influencers that are linked to controversial products, despite prioritising compliance. 

In terms of influencer preference, the report showed that brands want to work with micro-influencers (those with 10,000 - 100,000 followers).

To discover more about this story visit Marketing Beat . 

2. Half of marketers are struggling to hit goals and targets, 2024 report finds

Pipeline360’s ‘State of B2B Pipeline Growth’ report has found that half of marketers are facing challenges and are thus unable to meet their goals.

These challenges include economic slowdown and sales-marketing misalignment. 

The report states that alignment between sales and marketing boosts success significantly, with 80% of marketers achieving targets and a 60% improvement rate when the two are aligned and a branded demand approach is used.

For teams aligned on sales and marketing, outcomes improve: 91% reach buying groups, 86% are satisfied with lead quality and quantity, and 76% meet lead generation goals.

However, those not employing content syndication and display advertising see significantly lower performance, with only 42% reaching goals compared to 53% overall. 

The report finds that another challenge marketers face when it comes to reaching their goals is budget and resource limitations; 48% of marketers experience this.

To combat this 62% of marketers are consolidating roles, 39% are utilising AI and 39% are outsourcing. 

Tony Uphoff, the president of Pipeline360 concludes that B2B marketing success requires “a closer alignment with sales, the need to create memorable brand experiences that generate demand and foster long-lasting customer relationships, and embracing new solutions and technologies such as genAI.”

Read more at MarketingTech .

3. Ofcom to impose strict new social media regulations in 2025 

Early next year, the UK’s Online Safety Act will come into force. The law will require social media companies like Instagram, Facebook, and WhatsApp to meet strict online safety requirements. The aim of this is to put the responsibility of online protection on companies rather than parents or children.

Once it is law, Ofcom will be able to enforce the regulations and companies, that do not comply, could face fines of up to 10% of global revenue or bans. 

In the next three months, social media companies are required to conduct risk assessments and make any necessary changes once the guidelines have been finalised.

These changes include allowing users to exit toxic group chats without notifying others.

Companies are expected to be honest in the risk assessments and Dame Melanie (CEO of Ofcom) warned that failure to assess risks and take preventative measures adequately could lead to enforcement actions.

She also stated, “We know that some of them are preparing but we are expecting very significant changes.”

Once imposed, the new law will mark a significant shift in the regulation of online platforms and safety. 

To learn more about this story visit BBC News .

4. Resilient consumers demand more from brands in times of crisis

Havas’ 2024 Meaningful Brands report highlights that despite consumer uncertainty and negativity, largely associated with the turbulent state of the world, 69% of consumers refuse to feel deafted and 59% feel a sense of optimism about the future. 

The study, conducted with YouGov and encompassing over 156,500 respondents across 24 markets and 2,600 brands reported that consumer’s sense of positivity about the future comes from a newfound sense of personal agency.

During tough times, it was found that consumers expect more from brands. Over three-quarters of consumers want brands to support social and environmental causes while showing humanity and responsibility.

Consumers were also found to want brands to help them take control of their own lives; 68% of consumers want brands to help with save money and 63% want support making their day-to-day lives easier. 

The report concluded that to engage this empowered audience, brands must embrace a proactive, human-centric approach, prioritising community support and holistic well-being. By doing this, brands can build ‘loyal, lasting relationships with them’.

Read more on Campaign UK .

5. New safer phones bill aims to minimise negative impact of social media

Introduced by Labour MP Josh MacAlister, the Safter Phones Bill, will review the sale of mobile phones to anyone under the age of 16 and consider enforcing technological safeguards.

The bill, aiming to protect young people from the addictive nature of social media by banning algorithms that promote "doom-scrolling", has been supported by MPs across the political spectrum. 

Key parts of the bill include raising the age of internet adulthood from 13 to 16, making parental consent mandatory for data usage, and enforcing bans on phone usage in schools.

Although Prime Minister Kier Starmer is against the complete banning of smartphones for young people, he has expressed the need for consideration of content access.

The bill aims to establish stronger protections for children in the digital landscape, amid growing concerns about the mental health impact of smartphones on youth.

Discover more at The Guardian .

And there you have it!

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We hope you have a great Friday and an even better weekend. We will be here next week with another jam-packed Friday Five.

See you then!