Spending on influencer marketing in the United States is predicted to grow more than three times faster than social media this year, according to an Insider Intelligence forecast that keeps it ahead through 2025. (According to a separate PQ Media forecast, the total spend this year will surpass $34 billion.)
(Photo Source: Insider Intelligence)
The change in influencer marketing spending has been “more resilient” than social ad spending, with the highest spend growth on TikTok. Insider Intelligence points to the Hollywood strikes as helping to keep “the creator economy stay healthy, as advertisers look outside of TV and creators branch into new revenue streams.”
“Social platforms are now reliant on creators, rather than the other way around,” Insider Intelligence says, “as creators’ options expand and include owned channels like blogs and newsletters.”
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