Lefty and Karla Otto’s industry-leading insights, Year in Data 2025 report

A Year in Data 2025: A Look Back and 2026 Trends Revealed
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2025 was the year of "parasocial" influence. Brands, talents, and audiences got closer than ever - unlocking unprecedented access and reshaping how influence is built. Powered by Lefty’s technology, data insights and Karla Otto’s industry-leading insights, our Year in Data 2025 report fuses hard metrics with creative context. Discover the strategies that shaped 2025 and gain the foresight needed to lead in 2026.

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From new casting trends to TikTok’s surge and a booming perfume market, here’s what you’ll find in the report:

• Audiences are moving away from traditional influencers, favoring standout talent with unique perspectives - curators, social commentators, multi-hyphenates profiles, film professionals, etc.
  
  
• TikTok surged in 2025, activating 50% more profiles than the year before, while Instagram remained the leading platform with a 73.5% share of voice. In China, amid slowing consumer spending, brands turned to influencers on Weibo and Red to reignite interest.
  
  
• Fandoms became the #1 EMV driver for brands, with APAC talent leading the buzz. SS26 fashion month saw Thai drama actresses Orm Kornnaphat and Lingling Kwong surpass booming K-Pop stars.

 
KATSEYE, Talent of the Year

Formed through a reality show, the newly Grammy-nominated U.S. girl group KATSEYE doubled its followers in 2025, leveraging the K-pop formula of catchy songs, synchronized choreography, and direct fan engagement.

TikTok is Fragrance’s New Playing Field

With more than 26 billion views on the hahstag, #PerfumeTok has accelerated category growth by introducing a new generation of Gen Z consumers to niche and emerging scents.

On Cultural Time: Fine Watches & Jewellery

While overall luxury demand has softened, fine jewellery and watches continue to grow as consumers seek investment pieces. Leading brands, like Rolex and Cartier,  are embedding themselves in culture to capture lasting attention.

See all the shifts driving 2026 to move faster than everyone else.

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