Remember the days when influencers were just beauty vloggers showing off makeup tutorials on YouTube? Yeah, we’ve come a long way since then.
But now? Influencers are literally everywhere—whether it’s TikTok, Instagram, Twitch, or even LinkedIn. They’re teaming up with brands, creating content that feels real and relatable, making genuine connections with people. And here’s the thing: the influencer game is changing fast, and if you want to stay in the loop for 2025, you’ve got to keep up with the trends.
In this guide, we’ll cover the top 25 influencer marketing trends you need to know for 2025. These aren’t just predictions—they’re based on current shifts in the industry, expert insights, and emerging technologies that are reshaping how brands connect with audiences.
Ready to dive in? Let’s get started.
1. Micro-Influencers Will Continue to Dominate
The phrase “bigger is better” doesn’t always apply in influencer marketing, and if there’s anything the past few years have shown us, it’s that micro-influencers—those with follower counts between 10,000 and 100,000—often deliver more impactful results than their celebrity counterparts. In 2025, micro-influencers will continue to gain momentum because they offer something that macro and celebrity influencers struggle to achieve: a genuine, close-knit connection with their audience.
The power of micro-influencers lies in their relatability. With smaller, niche-focused audiences, they often come across as more approachable, less scripted, and more passionate about the products they promote.
Unlike influencers with millions of followers, who may feel distant or out of touch, micro-influencers tend to engage directly with their followers in a way that feels personal and authentic. Their audiences trust them not just for their opinions, but for their consistency and relatability.
Rather than casting a wide net with a celebrity endorsement, that wellness brand can leverage the micro-influencer’s dedicated following of fitness enthusiasts who are genuinely interested in health and wellness products. The result? Higher engagement, stronger trust, and often, better conversions.
Takeaway for Brands: Focus on building strong, long-term relationships with micro-influencers who closely align with your niche and values. Their deep engagement with their communities will yield more authentic promotion and better results than a large, disconnected audience.
2. Long-Term Partnerships Will Replace One-Off Deals
In the past, it wasn’t uncommon to see influencers engage in one-off sponsorship deals that felt transactional and, quite frankly, disingenuous. However, as consumers grow more marketing-savvy, they can easily spot a quick paid post that doesn’t reflect genuine interest or commitment from the influencer.
By 2025, brands will realize that successful influencer marketing relies on consistency, trust, and authenticity—things that can only be built over time. Long-term partnerships between brands and influencers are becoming the norm, and they offer more benefits than you might think.
For one, long-term collaborations allow influencers to truly integrate the brand into their lives and content, making the promotion feel more organic. An influencer who promotes your product in multiple posts over several months sends a clear message to their audience: they really believe in what they’re endorsing. This authenticity leads to stronger brand credibility and higher consumer trust.
Takeaway for Brands: Instead of hopping from one influencer to another for single campaigns, invest in long-term relationships. These collaborations are more likely to resonate with the audience and create a sense of loyalty.
3. The Rise of B2B Influencers
While most people associate influencer marketing with beauty bloggers and lifestyle gurus, business-to-business (B2B) influencer marketing is quietly gaining traction—and it’s not just a fad. B2B influencers, typically thought leaders, industry experts, or niche professionals, have started playing a significant role in shaping marketing strategies in industries that are traditionally less flashy.
Imagine you’re a software-as-a-service (SaaS) company trying to sell a new product. Partnering with a LinkedIn influencer who has a strong following among tech professionals or a well-known blogger in the cybersecurity space could open up new avenues to reach decision-makers in those industries. These B2B influencers may not have millions of followers, but their audiences are highly targeted and engaged, making their endorsements incredibly valuable.
The value that B2B influencers bring is different from traditional consumer-facing influencers. Instead of creating aspirational content, B2B influencers often focus on education, insights, and expertise.
Takeaway for Brands: If you’re a B2B brand, now is the time to start looking at influencer partnerships that go beyond consumer products. Thought leaders in your field can lend your brand credibility and authority.
4. Video Content Will Dominate (Even More)
The dominance of video content is hardly a surprise. Video has long been one of the most engaging forms of content on the internet, and in 2025, it’s expected to continue dominating across all platforms. Video allows influencers to tell richer, more immersive stories than static images or text ever could. Whether it’s a 15-second TikTok challenge or a deep-dive product review on YouTube, video content grabs attention and keeps audiences engaged.
Video’s power comes from its ability to communicate complex messages quickly and effectively. In just a few seconds, influencers can demonstrate a product’s benefits, show how it works, and build an emotional connection with viewers. Additionally, video content is incredibly versatile—it can be shared across multiple platforms, repurposed for different campaigns, and tailored to specific audience segments.
In 2025, video’s importance will only grow, particularly as platforms like Instagram and TikTok continue to prioritize video in their algorithms. Brands that want to stay competitive will need to work with influencers who are skilled at creating engaging, high-quality video content.
Takeaway for Brands: Prioritize influencers who excel at creating video content. Whether they’re posting short clips or live-streaming product demos, these influencers will help your brand stand out in a crowded market.
5. TikTok Will Continue to Shape Influencer Marketing
TikTok has revolutionized influencer marketing with its short-form, fast-paced video content. What started as a platform for viral dance trends has evolved into a powerful marketing tool for brands of all kinds. And the platform’s influence shows no signs of slowing down.
In 2025, TikTok will continue to be a game-changer for influencer marketing. The platform’s short-form content format is perfect for today’s fast-moving digital landscape, where attention spans are short, and authenticity is key. TikTok’s algorithm, which favors creative, engaging content over follower count, allows even micro-influencers to go viral, giving brands access to a wider pool of creators.
TikTok will also introduce more features that support influencer-brand collaborations, from advanced e-commerce integrations to more sophisticated analytics tools. This will make it easier for brands to track campaign performance, optimize their strategies, and drive direct sales through the platform.
Takeaway for Brands: If you haven’t already, it’s time to develop a TikTok strategy. Work with influencers who understand the platform’s culture and can create content that resonates with TikTok’s audience, which tends to be younger, creative, and highly engaged.
6. Influencers as Product Co-Creators
Influencers are no longer just the face of a brand; they’re becoming integral to the product development process. In 2025, more brands will work with influencers as co-creators, involving them in designing and developing products that will resonate with their followers.
This trend is particularly powerful because it taps into the influencer’s deep understanding of their audience. By working with influencers to co-create products—whether it’s a clothing line, a makeup collection, or a limited-edition tech gadget—brands can ensure that the product is perfectly tailored to the needs and preferences of the influencer’s audience.
Moreover, product co-creation builds authenticity. When an influencer is involved in the design process, their endorsement feels more genuine because they’re promoting something they helped create. This level of authenticity is difficult to achieve through traditional sponsorships.
Takeaway for Brands: Look for opportunities to involve influencers in your product development process. Co-creating products with influencers not only strengthens your partnership but also ensures that your product resonates with their audience.
7. AI-Powered Influencers Will Rise
This one might sound straight out of a sci-fi movie, but AI-powered influencers are very real—and their influence is growing. Virtual influencers like Lil Miquela have already made waves in the fashion world, and in 2025, expect more brands to experiment with these AI-generated personalities.
The allure of AI influencers lies in their full creative control. Brands can mold these virtual personalities to perfectly align with their image, values, and goals. AI influencers never sleep, never have scandals, and are immune to the unpredictability of human behavior. This makes them ideal for campaigns where consistency and control are paramount.
But despite their many advantages, AI influencers aren’t without their challenges. They lack the human touch, the personal stories, and the genuine connections that real influencers offer. As a result, AI influencers are best suited for highly stylized campaigns where creativity and precision take precedence over personal authenticity.
Takeaway for Brands: Consider how AI influencers might fit into your marketing mix. While they won’t replace human influencers, they could offer an intriguing alternative for certain types of campaigns that require a high level of control and creative direction.
8. Authenticity Will Be More Important Than Ever
The importance of authenticity in influencer marketing cannot be overstated. Consumers in 2025 will be more skeptical than ever of inauthentic partnerships, which means influencers need to maintain a strong, authentic voice that resonates with their audience. Gone are the days when a simple #ad would suffice—today’s consumers can see through hollow promotions and are quick to call out influencers who don’t genuinely align with the products they promote.
In 2025, influencers will need to be more selective about the brands they work with. They’ll need to choose partnerships that truly reflect their values and lifestyle, ensuring that the collaboration feels natural and not forced. Brands, in turn, will need to give influencers the creative freedom to promote products in a way that aligns with their personal brand, rather than following rigid scripts or marketing guidelines.
Takeaway for Brands: Focus on working with influencers who align with your brand’s values and who have built a reputation for authenticity. Allow influencers the creative freedom to promote your product in a way that feels natural to them. The more authentic the partnership, the more likely it is to resonate with their audience.
9. Data-Driven Influencer Marketing Will Be Essential
Influencer marketing is no longer about choosing someone with a large follower count and hoping for the best. In 2025, brands will leverage data more than ever to ensure that every influencer partnership is strategic and effective. Advanced analytics will allow brands to track key metrics such as engagement rates, audience demographics, conversions, and even long-term brand sentiment.
Brands will move beyond vanity metrics like likes and follower counts to more meaningful data points. For example, analyzing the quality of an influencer’s engagement (i.e., are they sparking meaningful conversations?), the actual influence on purchase behavior, and even how influencer content aligns with brand messaging.
Expect to see tools that provide real-time data on influencer performance, predictive analytics to forecast the impact of campaigns, and AI-powered recommendations for optimizing collaborations.
Takeaway for Brands: Invest in influencer marketing tools that provide deep insights into campaign performance. Use data to refine your strategies and select influencers who truly align with your brand goals.
10. Niche Platforms Will Gain Prominence
While Instagram, TikTok, and YouTube continue to dominate the influencer landscape, niche platforms are quietly gaining traction. In 2025, platforms like Twitch, Discord, and Pinterest will play an even larger role in influencer marketing, especially for brands looking to reach specific audiences with highly targeted content.
Twitch, for example, is a haven for gaming influencers and tech enthusiasts, making it an ideal platform for brands in the gaming, tech, and entertainment industries. Discord, a communication platform originally created for gamers, has expanded into a broader social network, offering opportunities for community-building and direct engagement. Pinterest, known for its DIY and creative inspiration, remains a powerful platform for lifestyle, fashion, and home decor brands.
Takeaway for Brands: Don’t just stick to the big platforms. Explore niche platforms where your target audience is active and engaged. Partnering with influencers on these platforms can give you direct access to highly motivated, passionate communities.
11. The Emergence of NFT Collaborations
Non-Fungible Tokens (NFTs) are reshaping the digital landscape, and influencer marketing is no exception. In 2025, expect more influencers to collaborate with brands on NFT projects, creating exclusive digital content, experiences, and collectibles that their followers can buy, trade, or own. This trend opens up new possibilities for influencer marketing, adding a layer of exclusivity and ownership that appeals to digitally savvy consumers.
NFT collaborations could take many forms. An influencer might create limited-edition digital art, an exclusive video, or a unique virtual experience tied to a brand’s product. These NFTs could be auctioned off to the influencer’s followers, giving them a sense of ownership and access to something truly one-of-a-kind.
The rise of NFTs also offers a new revenue stream for influencers, allowing them to monetize their content in a way that feels more personal and engaging than traditional sponsorships. For brands, NFTs offer a way to create buzz and build deeper relationships with their audience through digital ownership.
Takeaway for Brands: Consider using NFTs as part of your influencer marketing strategy. Whether it’s through exclusive content or product launches, NFTs offer a unique way to engage audiences and create hype.
12. Live Shopping Will Explode
Live shopping is already a major trend in China, and it’s set to take off in the U.S. and Europe by 2025. Platforms like Instagram, YouTube, and TikTok are rolling out live shopping features that allow influencers to host real-time shopping events where they showcase products, answer questions from viewers, and even sell items directly through the platform.
Live shopping offers a unique blend of entertainment, education, and commerce, creating a highly engaging experience for viewers. Influencers can demonstrate products, explain their features, and build a sense of urgency through limited-time offers or exclusive deals. For brands, live shopping events are an effective way to turn influencer collaborations into direct sales.
The key to successful live shopping events lies in the interaction between the influencer and their audience. Influencers who excel at engaging their followers in real-time can create a fun, dynamic shopping experience that feels more personal and immersive than traditional e-commerce.
Takeaway for Brands: Incorporate live shopping events into your strategy. Partner with influencers who excel at live interaction, and create events that engage, educate, and drive purchases in real-time.
13. Diversity and Inclusion Will Be Non-Negotiable
In 2025, brands will no longer be able to ignore the importance of diversity and inclusion in their influencer marketing strategies. Consumers are demanding representation, and they expect the brands they support to reflect the diversity of their experiences and backgrounds. This means ensuring that your influencer campaigns feature voices from a wide range of racial, gender, and socioeconomic backgrounds.
Audiences want to see influencers who look like them, share their stories, and speak to their values. Brands that embrace diversity in their influencer marketing will not only build stronger connections with their audience, but they will also position themselves as more inclusive, forward-thinking companies.
Influencers from underrepresented communities, particularly those who have been historically overlooked by mainstream media, will have more opportunities to collaborate with brands in 2025. These influencers offer unique perspectives and connections with their audiences, making them powerful partners for brands looking to expand their reach.
Takeaway for Brands: Ensure your influencer marketing strategy is inclusive. Seek out influencers from diverse backgrounds who can authentically represent your brand and resonate with a wider audience.
14. Sustainability Will Become a Key Value in Influencer Partnerships
Sustainability is no longer just a nice-to-have—it’s becoming a core value for many consumers, particularly younger generations. In 2025, brands and influencers will need to place sustainability at the forefront of their campaigns, from promoting eco-friendly products to reducing the environmental impact of their content creation.
Brands that prioritize sustainability will attract influencers who care about the planet and want to promote ethical brands to their followers. These collaborations will feel more authentic because they’re based on shared values, not just business.
Takeaway for Brands: Align with influencers who prioritize sustainability, and ensure your campaigns reflect eco-conscious values. Be transparent about your sustainability efforts and how you’re working to reduce your environmental footprint.
15. Social Commerce Will Streamline the Buying Process
Social commerce—the seamless integration of shopping experiences directly into social media platforms—will be a dominant trend in 2025. Consumers will no longer need to leave their favorite apps to make purchases, and influencers will play a key role in driving these transactions. Platforms like Instagram, TikTok, and Pinterest are already integrating e-commerce features, making it easier than ever for users to shop with a few simple clicks.
Influencers will increasingly serve as the bridge between brands and consumers, guiding their followers through the buying journey. From unboxing videos and product reviews to styling tips and how-to tutorials, influencers will create engaging, informative content that simplifies the decision-making process for their audience. The ability to click and purchase directly from an influencer’s post or story will eliminate the friction that often leads to abandoned carts and missed sales opportunities.
What’s more, as social commerce becomes more sophisticated, influencers will be able to use live shopping, exclusive product drops, and personalized recommendations to create unique shopping experiences tailored to their followers.
Takeaway for Brands: Invest in social commerce features on platforms like Instagram and TikTok. Work with influencers to create content that makes it easy for their audience to buy your products without leaving the app.
16. User-Generated Content (UGC) Will Boost Credibility
User-generated content (UGC) is already a valuable marketing tool, but in 2025, its role in influencer marketing will expand even further. UGC refers to any content—videos, images, reviews, or social media posts—created by everyday consumers rather than brands. It’s powerful because it offers social proof: potential customers trust content created by their peers more than they trust branded content.
Influencers are in a unique position to drive UGC campaigns by encouraging their followers to share their own experiences with a brand or product. Whether through hashtag challenges, product review contests, or fan shout-outs, influencers can inspire their audience to generate a wave of organic content that promotes your brand. This type of content feels more authentic and relatable, leading to stronger brand trust.
Takeaway for Brands: Encourage influencers to drive UGC as part of your campaigns. Create incentives for their followers to share content that highlights your products and services, fostering a sense of community and trust.
17. Virtual Events Led by Influencers Will Surge
With the global shift toward digital engagement, virtual events are becoming a powerful tool in influencer marketing. In 2025, expect influencers to take the lead in hosting and participating in virtual events—from product launches and live tutorials to Q&A sessions and exclusive behind-the-scenes looks at brands. These events create immersive, real-time experiences that allow brands to engage with their audience in a way that feels personal and interactive.
Virtual events hosted by influencers also offer a unique opportunity for live feedback and audience participation. Platforms like Zoom, Instagram Live, and YouTube Live allow influencers to interact with their followers in real time, answering questions, providing demonstrations, and fostering a sense of community. This immediacy creates a deeper connection between the influencer, the brand, and the audience.
Moreover, virtual events are cost-effective and scalable. They can reach a global audience without the logistical challenges and expenses of in-person events, making them an attractive option for brands looking to maximize their reach.
Takeaway for Brands: Plan virtual events with your influencer partners to showcase new products, services, or exclusive content. These events can help you engage with your audience in a more personal and dynamic way.
18. Audio Influencers Will Carve Out a New Niche
While video content reigns supreme, there’s a fast-emerging format that brands can’t afford to ignore: audio. Platforms like Clubhouse, Twitter Spaces, and podcasts have ushered in a new era of audio influencers, and by 2025, this trend will be firmly entrenched.
Unlike video, audio allows for more intimate, long-form content that feels like a conversation rather than a broadcast. Influencers in the podcasting space, for example, have deeply loyal audiences who tune in regularly for thought-provoking discussions, interviews, and even brand endorsements. These listeners are often more engaged because they’re dedicating their time to actively listen, making audio influencers a powerful tool for brands seeking genuine, long-lasting connections.
Clubhouse-style audio rooms have created new opportunities for influencer marketing. Imagine influencers hosting live conversations where they discuss your brand’s latest products, invite experts, or interact with audiences through live Q&A sessions. This creates a more personal connection, where the audience feels like they’re part of an exclusive community.
Takeaway for Brands: Don’t overlook the potential of audio influencers, especially if your brand caters to thoughtful, engaged audiences. Leverage platforms like podcasts and Clubhouse to reach audiences through in-depth, intimate conversations.
19. Influencers as Storytellers, Not Just Product Promoters
The transactional days of “Here’s a product, buy it!” are over. In 2025, influencers will need to focus more on storytelling than just endorsing products. Audiences want to connect emotionally with the content they consume, and influencers who weave a narrative around a product or brand will be the ones that capture attention.
Successful influencers won’t just say, “I love this new skincare line.” They’ll take their followers on a journey, sharing their skin struggles, their search for the perfect product, and why this brand transformed their routine. Storytelling humanizes the brand, makes it relatable, and strengthens the emotional connection between the audience and the product.
This kind of content not only fosters trust but also ensures that the audience feels like they’re a part of the influencer’s experience, rather than being sold to. As consumers become more immune to overt advertising, storytelling will become the key to successful influencer marketing.
Takeaway for Brands: When working with influencers, encourage them to craft a narrative around your product. Let them share their personal experiences, challenges, and how your product or service fits into their lives in an authentic, relatable way.
20. Nano-Influencers Will Take Centre Stage
While we’ve talked a lot about micro-influencers, it’s worth noting that nano-influencers—those with fewer than 10,000 followers—will have their moment in the spotlight by 2025. Nano-influencers often have smaller, but incredibly engaged, audiences, and their close-knit communities trust them implicitly.
What makes nano-influencers so valuable is their ability to have real, personal relationships with their followers. Unlike macro or mega-influencers, they typically interact with their audience on a more personal level, which can make their recommendations feel much more authentic and trustworthy. For smaller brands with limited budgets, nano-influencers offer a cost-effective way to reach highly engaged, niche audiences.
Nano-influencers are particularly effective for hyper-local campaigns or niche products. For example, a local coffee shop looking to attract a loyal customer base might find success working with nano-influencers who live in their city and have a strong connection with their followers in the area.
Takeaway for Brands: Don’t underestimate the power of nano-influencers, especially if you’re targeting niche or local markets. Their authentic, close relationships with followers can lead to higher engagement and more impactful campaigns.
21. Influencer Marketing Campaigns Will Be Backed by Data, Not Guesswork
By 2025, influencer marketing campaigns will no longer be built on guesswork or gut feelings. Brands will use increasingly sophisticated data tools to drive every aspect of their influencer strategies. From identifying the right influencers to optimizing content and measuring ROI, data will be at the core of decision-making.
Brands will have access to real-time analytics that track more than just likes and comments. They’ll be able to dig into audience sentiment, engagement quality, and even conversion tracking tied directly to influencer posts. Tools that offer predictive analytics will help brands forecast the potential success of campaigns before they even begin.
This trend is all about using data to make smarter decisions. Brands will be able to move away from picking influencers based on vanity metrics like follower count, and instead, focus on how well an influencer’s audience aligns with their target demographic, purchasing behavior, and engagement quality.
Takeaway for Brands: Make data a central part of your influencer marketing strategy. Use advanced analytics tools to track performance and ensure that every influencer partnership is based on real insights, not assumptions.
22. Transparency Will Be Key in Building Trust
Transparency has been a growing concern in the world of influencer marketing, and by 2025, it will become a non-negotiable part of every campaign. With increasing awareness around fake followers, bots, and inauthentic content, consumers are demanding more honesty from influencers and brands alike.
Influencers will need to be more upfront about paid partnerships, ensuring that their audiences are fully aware of when content is sponsored. Transparency builds trust, and trust is the foundation of any successful influencer campaign. When influencers openly discuss why they’re partnering with a brand and why they genuinely believe in its products, their endorsements carry more weight.
Additionally, brands will need to be transparent about the metrics they use to choose influencers. Consumers are becoming savvier about recognizing when influencers are chosen solely for their large followings, rather than for their actual relevance to the brand.
Takeaway for Brands: Ensure your influencer partnerships are fully transparent. Work with influencers who prioritize honesty and are open about sponsored content, and be clear about why you’ve chosen specific influencers for your campaigns.
23. Cross-Platform Campaigns Will Maximize Reach
Gone are the days when influencers would stick to one platform. In 2025, cross-platform campaigns will become the norm, with influencers promoting brands across multiple channels to maximize their reach. For instance, an influencer might share a product tutorial on YouTube, tease it on Instagram, and hold a Q&A session on TikTok.
This multi-channel approach helps brands reach different segments of their target audience, as each platform caters to unique demographics and content preferences. It also allows for a more cohesive, all-encompassing marketing strategy, as audiences will encounter the brand in different contexts, reinforcing their engagement.
Takeaway for Brands: Plan cross-platform campaigns with influencers to maximize visibility. Each social media platform has its own strengths, and a well-rounded strategy that covers multiple channels will amplify your brand message.
24. Influencers Will Evolve Into Brand Ambassadors
The rise of long-term collaborations will naturally evolve into influencer brand ambassadorships. In 2025, brands will increasingly seek out influencers to serve as the long-term face of their brand, rather than for just one-off posts or campaigns.
Brand ambassadors aren’t just there to promote products—they embody the brand’s values and mission in everything they do. These partnerships create deeper, more authentic relationships between the influencer and the brand, which audiences can sense. As influencers grow their personal brands, they’ll align themselves more closely with the brands they truly believe in, making their endorsements far more meaningful.
Brand ambassadors also offer consistency, which helps build brand recognition and loyalty. When audiences see their favorite influencers consistently engaging with and promoting a brand over time, it strengthens the perception that the brand is trustworthy and reliable.
Takeaway for Brands: If you want to build a strong, consistent presence in the influencer space, consider creating brand ambassador programs. Choose influencers who genuinely align with your brand values and can represent your brand over the long term.
25. The Line Between Influencers and Celebrities Will Continue to Blur
By 2025, the distinction between influencers and traditional celebrities will be almost non-existent. Influencers are already being invited to major red carpet events, starring in national ad campaigns, and even launching their own product lines. As their influence continues to grow, influencers will play a role in shaping pop culture, just like movie stars and musicians.
For brands, this means more opportunities to work with influencers who have mainstream appeal. However, it also means navigating the challenges that come with working with influencers who have reached celebrity status. These influencers will command higher fees, but their reach and impact will be immense.
Takeaway for Brands: As the influencer space becomes more competitive, be strategic about partnering with influencers who can offer not just reach, but genuine cultural impact. The right influencer can do more than just promote your product—they can help shape how your brand is perceived by the public.
Conclusion:
So, there you have it—the 25 influencer marketing trends that will shape the landscape in 2025. But here’s the thing: these trends aren’t just predictions, they’re the new rulebook for influencer marketing success. Brands that understand these shifts—and act on them—will not only stay ahead of the competition but will also create genuine, lasting connections with their audiences.
The days of half-hearted sponsored posts are fading fast. What’s replacing them is a much more sophisticated, authentic approach where relationships, trust, and creativity are at the forefront. Whether it’s collaborating with micro-influencers who speak directly to niche communities, co-creating products with influencers to tap into their creative genius, or embracing new platforms like TikTok and Clubhouse, the opportunities are endless.
So, what’s the takeaway? Keep these 25 trends in mind, and start weaving these trends into your strategy now.
