Polydimethylsiloxane based magnetoactive elastomers demonstrate above the melting transition range (e.g. at room temperature) an induced uniaxial magnetic anisotropy, which grows with increasing magnetic field. By freezing a material down to 150 K, displaced iron microparticles are immobilized, so that the magnetic anisotropy can be measured. Magnetic anisotropy “constant” is a consequence of particle displacements and a characteristic of the energy of internal deformations in the polymer matrix. The maximum anisotropy constant of the filling is at least one order of magnitude larger than the shear modulus of the pure elastomer (matrix). In a magnetic field, the gain in the rigidity of the composite material is attributed to the magnetomechanical coupling, which is in turn a source of anisotropy. The concept of effective magnetic field felt by the magnetization allows one to explain the magnetization curve at room temperature from low-temperature measurements. The results can be useful for developing vibration absorbers and isolators. Display omitted •Magnetic anisotropy induced by a magnetic field is experimentally observed.•To investigate magnetic anisotropy, a sample was frozen in a magnetic field.•Magnetic anisotropy “constant” depends on the magnitude of the magnetic field.•Magnetic anisotropy is a characteristic of internal deformations of the polymer matrix.•Effect of the effective magnetic anisotropy field on the magnetization is found.