Sponsored Spending Slowdown: YoY Social Media Growth Down Slightly (New Forecast)

The $8.14 billion that brands will spend this year on social media sponsored content will grow to $9.29 billion next year, according to a recent EMARKETER forecast. 

However, that 14.2% YoY growth will be down from the 16% growth seen from 2023-2024 (and from the 17.4% growth seen from 2022-2023).

(Source: EMARKETER)

“Brands are increasingly opting for recurring, ‘always-on’ partnerships with trusted creators rather than one-off campaigns,” writes EMARKETER’s Meaghan Yuen. “This shift has reduced both the number of creators brands work with and the number of new deals. The deals that are formed, however, are bigger, often designed to extend outside of social media to other platforms like TV.”

Earlier this year, the Magazine Manager blog looked at a study that found social media spending in general likely to be impacted negatively by eroding consumer trust and engagement saturation. 

All the more reason to ensure your marketing software can analyze and report across all channels and enable you to see what best resonates with audiences as well as boosts your ROI.