蘑菇AV

The news: Influencer marketing spending is increasing steadily in the US and worldwide, representing a key area of growth as audiences turn to the creators they trust for purchase decisions. In a conversation with EMARKTER, Arthur Leopold, head of the creator content ad platform Agentio, discussed why audiences are turning to influencers, how technology is changing the game, and where influencer marketing is heading. Our take: Influencer marketing continues to be a core focus for advertisers in a consumer landscape dominated by social media鈥攂ut as more brands invest in influencers, advertisers need to keep key considerations in mind.

Why creator monetization matters: As influencer marketing spending grows, platforms that offer consistent payouts will retain creators who provide valuable ad space.

Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, 蘑菇AV forecasts. Despite its growth, influencer marketing has maintained a core communication issue鈥攏o one knows what to call the people who are doing the work.

For brands, working with influencers was once an experimental addition to their media plans, but growth in influencer marketing spend is now outpacing its digital and social counterparts, per our forecast. While influencer partnerships still account for a significantly smaller part of the media mix, their growth is a sign that the industry is maturing鈥攁nd more legacy advertisers want in.

In this report, CMOs share how they鈥檙e transforming influencer strategies to deliver business impact鈥攁nd what solution providers can do to help.

US brands will spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion this year, according to a March 蘑菇AV forecast.

As retail spending slows down, consumers are increasingly using the same feeds that fuel impulse shopping to bond over the collective desire to curb their spending. This makes an influencer strategy embedded in value and relatability crucial.

YouTube鈥檚 Shorts push favors quick hits over deep engagement, leaving influencers to balance reach with revenue in an uncertain ad economy.

A popular influencer has recommended drastic changes in daily spending.

Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

Unilever invests big in social channels: The company plans to spend half of its media budget on a new strategy that puts influencers front and center of its marketing.

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.

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.

Consumers trust social health 颈苍蹿濒耻别苍肠别谤蝉鈥� medical advice: The influencer opportunity is one that can鈥檛 be ignored by healthcare and pharma brands.

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.

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.

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.