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Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.

Influencer marketing once referred to an Instagram power user featuring products in posts resulting in native promotional content. It was a cheaper and more authentic-feeling alternative to celebrity endorsements and paid social ads.

US Influencer marketing spending will pass $2 billion on Instagram in 2024, while spending on TikTok, YouTube, and Facebook will each pass $1 billion, per our forecast.

33% of US Gen Z consumers have purchased a product from an influencer-founded brand in the past year, followed by millennials (29%), according to Morning Consult.

Influencer marketing is getting more expensive. While rates vary based on factors such as the platform, the content type, and creator follower counts, the overall trend for pricing is up.

While influencers bring authenticity and engaged audiences to partnerships,to create the best campaigns, brands need to uphold their side of influencer marketing relationships. 鈥淎ffiliate creators want and desire deeper or more lasting, sustainable partnerships with brands,鈥� Mike Balducci, general manager of affiliate, ecommerce, and payment solutions at CreatorIQ, said during a CreatorIQ and Ipsos webinar last week. 鈥淭hat鈥檚 actually really great news for brands because long-term partnerships, as we know, deliver a much better result over time.鈥�

Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.

A TikTok ban would put influencer payment policies to the test: YouTube and Instagram are eyed as alternative platforms as the TikTok debate heats up.

On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.

On today鈥檚 episode, we discuss what a looming Netflix and TikTok rivalry might look like, the potential consequences of monetizing influencer marketing on the social landscape, how the rise of retail media will affect social platforms, and more. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

On today's episode, we discuss Snapchat's new AI chatbot, Meta's generative AI plans, and what's new about GPT-4. "In Other News," we talk about whether VR influencers can save the metaverse and how drone delivery company Wing is looking to make last-mile delivery more efficient. Tune in to the discussion with our analysts Jacob Bourne and Jasmine Enberg.

Use this chart: Marketers can use this chart to consider the role of retail media in their strategies, and how reaching consumers at the point of purchase can benefit other channels like influencer marketing and CTV. Related 蘑菇AV reports:. Retail Media Forecast Report Update: Diversification Drives a New Phase of Growth (蘑菇AV subscription required).

On today's podcast episode, we discuss the likelihood that news influencers will replace traditional media, whether in-store sampling can make a comeback, how many ads are enough ads, what the science says about social media being addictive, why more brands don't encourage consumers to recycle, where daylight savings time actually comes from, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Bill Fisher and Carina Perkins.

Incorporate user-generated content, influencer collaborations, and personal storytelling into your Mother鈥檚 Day campaigns to create a relatable and memorable brand experience. Aligning brand values with Mother鈥檚 Day campaigns. 鈥婭n 2024, successful Mother鈥檚 Day campaigns transcended traditional sales pitches by emphasizing brand values and societal contributions.

Likewise, Old Navy was able to deliver some of its highest annual net sales in brand history and gain share due to a product assortment that offered both innovation and style, and strong social and influencer engagement.

What percentage of consumers have made a purchase as a result of an influencer endorsement of a product or service? A) 38% B) 48% C) 58% D) 68%. Over half (58%) have made a purchase because of an influencer endorsement and over a third (35%) have made 4-6 purchases based on influencer endorsements, according to a recent report from BBB National Programs鈥� National Advertising Division. June 27, 2025.

The catch: Measurement challenges hinder influencer marketing adoption as marketers face pressure from leadership to show business results. 鈥淟agging measurement is the single biggest threat to influencer marketing budgets,鈥� said Enberg, who estimates that 20% of US marketers are being held back from influencer marketing due to measurement issues.

Facebook鈥檚 plight: A feed for friends-only content has become more relevant as social media feeds have filled with influencer posts and political content, though Facebook rivals caught on to that issue earlier: TikTok replaced its Discover tab with a Friends one in 2022.