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Celebrity endorsements fall 22% in 2025 as brands shift to influencers

Celebrity brand endorsements saw a significant 22% decline in 2025, marking the steepest drop. Companies are shifting budgets from expensive celebrities to influencers, including nano-influencers, to connect with GenZ consumers and achieve better campaign measurement. While celebrities remain important in some categories, the trend favors community-focused advertising.

29 Jan 2026 12:53 am