Why cybersecurity influencers should be on your radar in 2025
If your cybersecurity marketing strategy doesn’t include influencers, you might be missing one of the most effective ways to connect with your audience in 2025.
Earlier this year, Code Red hosted a panel of industry experts, including Matt Johansen (Vulnerable U), and Mike Privette (Return on Security) to explore the evolving role of influencers in cybersecurity.
Whether you’re new to influencer marketing or looking to scale your efforts, here are three of the biggest takeaways from the discussion.
1. Where influencers fit into the cybersecurity comms landscape
Influencers are a force to be reckoned with in the consumer world and are now a growing part of how B2B marketers communicate with audiences. In cybersecurity, these are the trusted subject matter experts who have built credibility through years of real-world experience.
They are deeply connected to the industry and have a vested interest in maintaining their authenticity as experts.
Many have current or previous careers on the frontlines of cybersecurity, including CISOs, red/blue teamers, and engineers. Cyber influencers operate on a variety of platforms, including Twitter, LinkedIn and YouTube, as well as their own blog sites and newsletters, enabling their audiences to engage with their practitioner-level perspectives.
So, how do influencers fit into your comms mix? Think of them as a third pillar, alongside journalists and analysts. While journalists offer investigative rigour and analysts provide industry-wide context, influencers bring personal credibility, authenticity and an ability to explain technical topics in a personal and relatable way. All three should work in concert, not in competition.
2. Finding the right influencer for you
When it comes to cybersecurity influencers, bigger isn’t always better. Nano or micro influencers with smaller but highly engaged audiences in your niche will likely bring you more value than other more general influencers with a much larger follower count. It’s not about reach, it’s about relevance.
Expertise, genuine credibility, and alignment with your message are what really matter. Your ideal influencer already has the trust of the people you’re trying to reach and knows how to explain concepts and issues in a way that resonates with them.
To find the right match, consider your audience. Who are your customers following? Which voices do they trust? Partnering with experienced agencies like Code Red and Merritt Group gives you access to a vetted pool of creators who understand the nuances of cybersecurity.
And don’t forget the medium matters too. Newsletters, videos, and podcasts are powerful tools, but email also remains a direct and effective channel. Research-backed thought leadership, customer case studies, product updates, and deep technical breakdowns tend to perform best.
3. Getting the best results with influencers
Influencers aren’t just channels, they’re collaborators. The most successful partnerships give influencers the creative freedom to speak in their own voice. Rigid scripts and legal-heavy messaging risk killing the authenticity that makes influencer content work in the first place.
Think of your influencer as a consultant, not a megaphone. If your campaign doesn’t align with their domain knowledge or values, don’t be surprised if they say no. These creators are fiercely protective of their audiences – and that’s a good thing. It’s part of what makes them so effective.
Measuring ROI can be challenging, especially when the goal is long-term brand awareness and trust. But it’s not impossible. Use UTM links, discount codes, gated assets, newsletter sign-ups, and repeat sponsorships to track engagement. Just as importantly, establish clear goals and transparent reporting from the start. The more aligned your expectations, the more value you’ll get from the partnership.
Ready to level up your marketing in 2025?
The cybersecurity influencer space is growing fast. The brands that learn how to work with this new wave of trusted voices will be the ones that stand out, gaining a new opportunity to cut through the noise with insight, relevance, and credibility.
For the full in-depth discussion and deeper insights from Robin, Michelle, Matt, and Mike, click here to watch the webinar now.