蘑菇AV

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.

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure still pales in comparison to the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

Spending on sponsored content will rise 3.5 times faster than social ad spending will this year. Social ad spending, including YouTube, still dwarfs influencer marketing spending, at $83.72 billion versus $5.14 billion in 2023, per our forecasts. But the different spending patterns are a clear indication that creators aren鈥檛 tied to social media. The trend holds true on every platform, as marketers continue to shift more budget into influencer marketing, particularly video.

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.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per 蘑菇AV鈥檚 forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here鈥檚 a breakdown of the key players in the space.

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

Experts at Publicis鈥� HealthFront event recommend partnering with influencers who have smaller followings: Brands and marketers must assess key factors such as target audience, budget, and alignment with a company鈥檚 mission.

Brands could scatter influencer marketing dollars. Despite its outsize role in the growth of the creator economy, TikTok represents somewhat of a middle ground within influencer marketing. In 2024, TikTok accounted for 17.2% of influencer marketing spending, per our forecast.

LinkedIn is scaling its BrandLink program with new creator-led shows and partnerships with publishers like BBC Studios, TED, and The Economist. Backed by sponsors including AT&T, IBM, SAP, and ServiceNow, the initiative reflects LinkedIn鈥檚 push into B2B video at scale. Since rebranding from the Wire Program in May, BrandLink revenues have grown nearly 200% quarter-over-quarter, while creator and publisher payouts more than tripled YoY. With US B2B video ad spend up nearly 18% this year, LinkedIn is positioning BrandLink as a premium marketplace balancing enterprise polish with creator authenticity at a time when audiences crave human-driven, unscripted content.

The news: Gen Z is reshaping how consumers shop, spend, and stay well鈥攚ithout ever leaving their screens. US Gen Zers record 425 digital actions a month鈥�40.3% more than Gen Xers and 141.5% more than baby boomers, per PYMNTS Intelligence. Our take: Brands should partner with carefully chosen SMEs to expand reach. High social video subscriber counts won鈥檛 bring the best ROI if creators aren鈥檛 well-versed in what they鈥檙e promoting. They should also ensure websites and checkout processes are frictionless. Gen Z wants quick, effortless experiences. Brands that provide those have the best chance to win them over, and other generations will follow their lead.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

The news: Gen Z鈥檚 media habits are changing fast鈥攁nd most brands aren鈥檛 keeping up. New data shows Gen Z spends hours on social media daily, but not passively: they鈥檙e engaging in participatory, creator-led environments where trust and relatability matter more than production polish. Fifty-two percent say they feel closer to creators than celebrities. Gaming platforms like Roblox are central, with adults 25鈥�34 averaging 100 minutes per session. Our take: legacy ad formats don鈥檛 cut it anymore. To earn Gen Z鈥檚 attention, brands need to integrate into native experiences, empower creators as collaborators, and measure more than just impressions.

LinkedIn posted 9% YoY revenue growth in its June-ending quarter, fueled by rising engagement, B2B ad demand, and AI-powered tools. Despite soft hiring trends, sessions rose 11% YoY as more creators and professionals use LinkedIn for content, networking, and branding. Microsoft CEO Satya Nadella emphasized the platform鈥檚 evolution from a resume archive to a dynamic business hub. AI continues to drive efficiency and creativity across features, benefiting both users and advertisers. With strong identity data and a trusted audience, LinkedIn is carving out a stable, differentiated space in social media鈥攑ositioning itself for long-term relevance beyond recruitment cycles.

Michael Kors owner Capri credited a sequential improvement in demand for its better-than-expected quarter and upgraded FY forecast. In an otherwise difficult quarter for luxury, Capri鈥檚 bullishness stands out. But it has a lot of work to do to revive its brands鈥攑articularly Michael Kors, which, following the sale of Versace, now accounts for nearly 70% of revenues.

The US represents TikTok鈥檚 core market, and a ban could result in the short-form pioneer losing up to 70% of its worldwide ad revenues. But beyond TikTok鈥檚 reliance on the US market, a total ban would put TikTok鈥檚 massive creator and advertiser pools at risk.

Click here to view our full forecast for US influencer marketing spending. Pay transparency can help normalize rates. That can help optimize and streamline different stages of the campaign life cycle, including:. Planning.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

The trend: Younger generations continue to prioritize wellness more than older consumers and are purchasing products across a range of health and well-being categories. Our take: Sharing practical tips and advice is helpful, but brands and marketers can further stand out on social platforms by replying to users鈥� comments and questions within a post. Building partnerships with wellness influencers is essential, and it鈥檚 important to find creators who have real-life experiences that are relatable to the targeted audience.