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US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.

US influencer marketing spend will reach $8.14 billion this year, according to our forecast. But an effective social media presence goes beyond influencer posts. Brands need to make sure they have an organic presence on social media, where existing customers are broadcasting their use of products, in order to encourage prospective customers to buy.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.鈥�

One in 5 (21%) US adults regularly gets their news from social media news influencers, according to a November 2024 report from the Pew Research Center.

Brands are increasing investments in influencer marketing, and placing a greater emphasis on measuring ROI as a result. Measurement remains a challenge, but there are steps marketers can take to ensure campaigns align with business goals.

Creators may be relying more on ad revenues, but US influencer marketing spending will grow faster over the next few years than ad spending, per our forecast. Use this chart:. Evaluate options for working with creators. Discover how the influencer landscape is changing. More like this:. What鈥檚 happening with TikTok Shop? The opportunity, the advantage, and the drawbacks.

More Chart of the Day:. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity.

More Chart of the Day:. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023.

More Chart of the Day:. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. Methodology: Data is from the July 2023 SurveyMonkey report titled "State of Retail Report." 2,000 US adults ages 18+ were surveyed online during May 2023.

More Chart of the Day:. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. 9/13 - Calling on mcommerce. Note: Credit card and loan accounts are excluded.

Later acquires Mavely for $250 million: The deal integrates influencer monetization tools, enhancing measurable ROI and full-funnel marketing capabilities.

LGBTQ+ influencers note drop in Pride deals: The change, attributed to pressure from the administration, could have consequences for brands.

As influencer marketing spend grows and the way users engage with social media changes, advertisers need to rethink their social media strategies. Advertising Week attendees can expect to hear about influencer marketing and authenticity on social media at the event. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

We forecast half of all US marketers will use influencer marketing on TikTok, with $989.6 million in US influencer marketing spend going to the platform this year. Here are four specifications TikTok鈥檚 own data found improves creator content. 1. Follow basic best practices. 鈥淎 good creator ad looks like a good TikTok video,鈥� said Rachael Ryan, global research and insights lead at TikTok.

US influencer marketing spend will continue its double-digit growth through 2025, according to our July 2023 forecast. The industry is outpacing paid social ad spend in growth, and a lot of that spend is also coming from boosted creator campaigns. For 2024: Pay attention to creators, especially niche ones with smaller followings who may be less expensive and have a highly targeted audience. 5.

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�

They will focus on storytelling, emotional appeal, and relatable narratives from thought leaders and influencers to forge genuine connections with their audiences. Though genAI can tailor website copy and help to answer questions via genAI-powered chatbots, the human element in B2B marketing remains irreplaceable, as it brings an authentic and intuitive understanding between buyers and sellers.

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 spend will reach $8.14 billion this year, an increase of 16.0% YoY, per our March 2024 forecast. More than half of US brands and agencies (51%) are more focused on creator and influencer ads than they were in 2024, according to the Interactive Advertising Bureau (IAB).

Companies without an overwhelming market advantage will need to join forces with rivals or complementary partners to keep boosting revenues. Partnerships have already cut across critical strategic spending areas, including the following:. Pinterest allows Amazon to sell inventory via Amazon Ads, further connecting social and retail media.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

US influencer marketing spend will grow 16.0% to reach $8.14 billion this year. But the Olympians鈥� ability to tell their own stories of the Games reinforces just how valuable working with creators can be. 3. Brand social bypassed Rule 40.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise鈥攁nd there is plenty of headroom to grow spend.

This year, US influencer marketing spend will increase by 23.4% to hit $6.16 billion, according to our forecast. We predict 63.7% of influencer marketers will use TikTok this year. 3. Focus on what people really want. For sneakers, consumers are looking for smaller brands, said Samuel, who noted 鈥減eople want something different.鈥�.