The global influencer marketing market size has more than tripled since 2020. In 2025, the market was estimated to reach a record of approximately 33 billion U.S. dollars. What is influencer marketing? Influencer marketing is a form of social media marketing that involves product placements and endorsements from online creators. In today’s competitive marketing landscape, brands are collaborating with influencers more firmly than ever, as partnerships with well-known creators can open the door to large potential audiences. In 2024, influencer marketing spending in the United States was forecast to reach an all-time high of 7.1 billion U.S. dollars. Seeing that internet stars can boost brand visibility, drive engagement, and impact purchasing decisions for millions of users, it comes as no surprise that spending on influencer cooperation is expected to pick up even more speed in the future. Top influencer marketing platforms Marketers can choose from an ever-expanding list of social media platforms to bridge the gap between brands and consumers. According to a recent survey, Instagram remains the most popular platform for influencer marketing in the United States, and in 2025, the global Instagram influencer market size was estimated to surpass 22 billion dollars for the first time. Apart from the photo-sharing app, video-based platforms such as TikTok have become popular among brands and marketers. In the first half of 2024, the most successful brands earned over half a billion U.S. dollars in earned media value (EMV) with their TikTok influencer marketing campaigns.

In 2024, approximately nine billion U.S. dollars were spent on influencer marketing in the United States. This figure increased from the previous year, when spending reached seven billion dollars. Further growth is anticipated to reach over 10 billion by the end of 2025. Benefits of influencer marketing Influencer marketing has become one of the most popular and effective forms of social media marketing. By partnering up with well-known internet personalities, brands can leverage their massive audience reach and promote products and services to a wealth of potential customers. Apart from increasing visibility and driving engagement, influencer cooperation can also boost revenues for companies of all sizes, as recommendations from social media stars have come to impact shopping behavior for millions of online users worldwide. In line with overall spending growth on this channel, the global market size of influencer marketing platforms is also growing by double digits. What is the most popular platform for influencer marketing? Influencers bridge the gap between brands and consumers in terms of engagement and interaction, but which platform is best suited for collaboration? According to a recent survey, Instagram remains the most popular platform for influencer marketing worldwide. Content creators have long embraced the app for its various photo- and video-sharing features. Seeing that the platform now also has an inherent shopping tab, it comes as no surprise that marketers are planning to increase influencer endorsement on Instagram in the future. Video-based platforms such as TikTok are also becoming increasingly relevant because of their massive reach, particularly among Gen Z internet users.

The annual expenditure of businesses on influencer marketing in Japan was projected to amount to ** billion Japanese yen in 2024. It was expected that the market would grow further and reach a value of more than *** billion yen by 2029. Advertising and social media in Japan Japan is home to a large advertising market, which is considered to be one of the most creative worldwide. In recent years, online advertising has become more and more important, while many traditional media increasingly struggle to generate advertising revenues. This shift from traditional to digital media was accelerated by the COVID-19 pandemic, which led people to spend more time inside their own homes and increased the demand for digital entertainment. Social media plays an increasingly important role for advertising not only because social media platforms offer an opportunity to connect with other people, but also because they are frequently used to look up information. Among social advertising expenditures, regular social networking services as well as video sharing platforms constitute the largest ad categories. Social media marketing Unlike advertising, which refers to the process of making a product or service known to potential customers, marketing usually involves further aspects that are directly related to the dissemination of advertisements, such as the research and analysis necessary for the design and creation of ads. Influencer marketing is part of the larger social media marketing market, which is expected to exhibit strong growth in the coming years. As a breakdown of this market shows, it consists of social media advertising, influencer marketing, support for the operation of social media accounts, expenses for analytics tools, as well as campaign planning and consulting. While analytics tools and campaign planning and consulting make up comparatively small shares of the market, they are indispensable aspects with regard to choosing the right platform and advertising strategy. Within the Japanese influencer market, YouTube, Instagram, X (previously known as Twitter), and Tiktok represent the major segments.

Virtual Idol Market size was valued at USD 1.09 Billion in 2023 and is projected to reach USD 12.27 Billion by 2031, growing at a CAGR of 35.8% during the forecast period 2024-2031.

Global Virtual Idol Market Drivers

The market drivers for the Virtual Idol Market can be influenced by various factors. These may include:

Celebrity Influence: The rise of social media and online platforms has made it easier for virtual idols to gain popularity, often modeled after real-life celebrities. These digital personas frequently collaborate with famous artists and influencers, enhancing their market visibility and appeal.

Advances in Technology: Technological advancements, particularly in artificial intelligence, augmented reality, and 3D modeling, have significantly impacted the development and performance of virtual idols. AI-driven algorithms enable more lifelike interactions, while AR provides immersive experiences for fans, enhancing the overall engagement level.

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US Personalized Gifts Market Size 2025-2029

The US personalized gifts market size is forecast to increase by USD 5.27 billion, at a CAGR of 9.9% between 2024 and 2029.

The Personalized Gifts Market is experiencing significant growth due to the deeply ingrained gift-giving culture and the increasing preference for seasonal decorations. This trend is driven by the desire for unique and thoughtful presents that reflect the recipient's personality. Furthermore, the growing awareness and concern for the environment have led to an increasing demand for eco-friendly personalized gifts. The increase in celebrity endorsements and the active promotion of gifts on social media has been instrumental in elevating consumer awareness and interest in the United States. However, this market faces challenges as well. The rise of homemade and DIY gifts poses a significant threat, as consumers seek affordable and personal alternatives. Companies in this market must navigate these challenges by offering competitive pricing, high-quality products, and unique value propositions to attract and retain customers.
Additionally, investing in sustainable and eco-friendly production methods can help businesses cater to the growing demand for environmentally conscious gifts. Influencer marketing platforms have emerged as key players in connecting brands with influencers, enabling targeted campaigns that enhance visibility and engagement. By leveraging these platforms, brands can effectively showcase their unique offerings to a wider audience, tapping into the trust and authenticity that influencers bring to their recommendations.

What will be the size of the US Personalized Gifts Market during the forecast period?

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The personalized gifts market is experiencing dynamic shifts as consumers seek unique and thoughtful presents. Design customization is a key trend, with personalized gifting platforms enabling customers to create one-of-a-kind gifts. The online shopping experience is crucial, with email marketing and AI-powered personalization driving engagement. Influencer marketing and content marketing are popular strategies to reach potential buyers. Personalization strategies extend to gift delivery options, return policies, subscription models, branding, and customer insights. Gift card redemption and gifting occasions are also influenced by data-driven personalization.
User experience and customer loyalty programs are essential for retaining customers, while product personalization and the customer journey are critical factors in the gifting process. Social media marketing and gift-giving etiquette continue to shape consumer behavior. Gift wrapping services and customer relationship management add value to the overall shopping experience. Personalized recommendations and data-driven insights help retailers tailor their offerings to individual customers.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Non-photo personalized gifts
  Photo personalized gifts


Distribution Channel

  Online
  Offline


End-user

  Female
  Male
  Children


Geography

  North America

    US

By Product Insights

The non-photo personalized gifts segment is estimated to witness significant growth during the forecast period. The personalized gifts market encompasses a wide range of items that can be customized with text, monograms, or unique designs, making them ideal gifts for various occasions. This segment includes personalized technology, homeware, apparel, jewelry, and stationery, among others. For instance, customized jewelry, such as engraved bracelets, necklaces, or rings, adds a personal touch and makes for a cherished keepsake. Personalized stationery, including monogrammed notepads and personalized pens, is a thoughtful gift for those who appreciate writing or have a professional need for it. Additionally, photo gifts, gift baskets, and gift sets are popular choices for special occasions like birthdays, anniversaries, and holidays.

Corporate gifts, employee rewards, and event gifts are also significant contributors to the market. The use of artificial intelligence, machine learning, and 3D printing enables the creation of unique, customized items, catering to niche markets and individual preferences. The trend towards sustainable gifting and personalized experiences continues to shape the market, with online retailers offering gift guides, gift finders, and personalized marketing to simplify the gift-giving process. The market for personalized gifts is diverse and evolving, offering a wealth of options for those seeking to add a special touch to their gift-giving.

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According to Cognitive Market Research, The Global Nail Polish market size will be USD 15.5 billion in 2023 and will expand at a compound annual growth rate (CAGR) of 7.20% from 2023 to 2030.

Nail polish is in high demand since nail art and extensions are becoming an important aspect of grooming for millennials.
Female demand is high in the Nail Polish market.
In 2023, the specialty store category had the biggest Nail Polish market revenue share.
Asia Pacific will continue to lead in Nail Polish, while the North American Nail Polish market will develop the most rapidly until 2030.

Growing Demand for Natural Nail Polish, Combined with Technical Advancements to Provide Viable Market Output

Natural cleansers and cleansing products are in high demand as the populace becomes more environmentally concerned. Companies are increasingly focusing on producing natural cleansers, including organic ingredients. For example, on November 10, 2021, Free Coat Nails launched its first range of branded, non-toxic, and vegan polish. The polishes are available with services or at free coat retail locations and come in a selection of colorful colors for everyday wear and special occasions. It also includes glossy and matte top coats and stimulating cuticle oil. The compositions of the product line are vegan, cruelty-free, non-toxic, and gluten-free, fully meeting the company's clean and green beauty criteria.

For instance, In May 2021, Clockwork, an AI-based robot manicurist, was commercially introduced by a San Francisco-based entrepreneur after several experiments and prototype testing. AI-enabled robotic nail technicians could paint nails of any size and form for clientele aged 13 and up. The AI is controlled via three-dimensional cameras. According to the business, Clockwork's AI-enabled robots can do all jobs in less than 10 minutes, saving time and increasing productivity.

Consumer Interaction on Social Media to Propel Market Growth

Social media platforms, particularly Instagram, have played a significant role in popularizing nail art and promoting unusual manicure paint patterns. On these channels, influencers and beauty bloggers continuously promote certain nail paint brands and products. To develop limited-edition collections or market their products, nail polish firms frequently cooperate with renowned influencers and social media personalities with millions of followers. Social media and influencers have altered how nail polish is sold and consumed, making nail art and nail polish trends more accessible, interactive, and influential, resulting in increased consumer demand and participation in the nail polish business.

Rising Focus on Personal Grooming

Market Dynamics of the Nail Polish

Rising Skin Problem to Restrict Market Growth

Manicurists and pedicurists pay a high price in terms of health. Toxic nail paints and other nail care products can cause many health problems, from minor ones like skin irritation, allergic reactions, and nausea to more significant ones like reproductive problems. Toluene, a solvent used to create a flawless finish and one of the primary components in nail polish, harms the reproductive organs and the central nervous system. Other side effects of this chemical include headaches, numbness, eye and throat irritation, and headaches. Formaldehyde is a well-known carcinogenic chemical that is found in nail hardeners. Although dibutyl phthalate offers nail paints flexibility, it can be harmful to the reproductive system. They prevent the polished nails from splitting or becoming brittle.

Impact of COVID–19 on the Nail Polish Market

COVID-19 impacts both the positive and negative aspects of the nail polish business. Initially, the market saw a downturn as nail salons and spas were closed, resulting in less professional nail services and a drop in sales. However, as customers adapted to at-home grooming and self-care routines, the sale of nail paint for DIY manicures increased. Many nail polish firms introduced new home-use products, such as long-lasting formulations and easy-to-apply alternatives. As the epidemic raged, nail art and self-expression through nail polish gained traction, propelling the market back to life. While the professional segment saw difficulty, the retail and DIY segments experienced higher demand, resulting in a mixed influence on the Nail Polish industry. Introduction...

According to a summer 2024 survey, sponsored posts were the primary format for cooperation with influencers, as stated by responding decision makers in Europe. Affiliate marketing was the second preferred format for cooperation. France was the one exception, with 40 percent of respondents primarily preferring user-generated content (UGC) and paid advertising.

During a 2024 survey, nearly 45 percent of responding consumers from Brazil and South Africa stated they purchased products because celebrities or influencers advertised them. Among the surveyed countries, the share was lowest in Japan, at 11 percent.

The number of social media users in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total 4.7 million users (+8.92 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 57.35 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

According to a global survey conducted in February 2024, almost 40 percent of Facebook users paid attention to news from mainstram news outlets and mainstream journalists on the social network. Additionally, 39 percent reported paying attention to personalities, such as celebrities and influencers. Around one in four Facebook users paid attention to politicians and politican activists on the network.

As of January 2025, Sandra Cires Art was the most subscribed beauty content creator on the video platform, with around 16.6 million subscribers to the channel. Beauty and makeup creators Jeffree Star ranked second, with approximately 15.7 million subscribers. Fashion and beauty-related videos such as makeup and skincare tutorials, cosmetics hauls, and product recommendations are among the most popular content on YouTube. Social video platforms As of the beginning of 2024, more than nine in 10 users worldwide reported watching videos online, with music videos being the most popular category. As of July 2024, around 38 percent of the global digital population accessed YouTube, while the short-video app TikTok saw a reach of approximately 28 percent among internet users worldwide. In recent years, video content has become increasingly more popular with users, with even text-based social media platforms like Reddit planning to include this format in their libraries. Content creators and influencers marketing Video content creation has become a popular industry in the U.S. with the rise of social media and online platforms. From YouTube to TikTok, video creators produce engaging and shareable content that is gaining audience traction. Moreover, Influencer marketing is becoming increasingly popular among both genders in the US. According to a 2022 survey among adults in the United States, around 36 percent of men and 42 percent of women stated they followed influencers or content creators on social media. In addition, the market for influencer representation has witnessed significant growth, with its size increasing by more than twofold since 2019. As of 2024, the industry has reached an all-time high value of 24 billion U.S. dollars, highlighting the growing importance of digital influencer marketing.

China’s social commerce arena is led by the Instagram-like Xiaohongshu, known as rednote internationally. Integrating community, content, and commerce, the shopping recommendation app Xiaohongshu reached 225 million monthly active users in China in December 2024. What makes Xaiohongshu stand out? Started as a travel and lifestyle advice site in 2013, Xiaohongshu has grown into a prestigious e-commerce brand valued at 23 billion yuan in 2024. The app is particularly popular among young, female consumers, living in top-tier cities. What sets Xiaohongshu apart is its emphasis on authenticity and community. Users on the platform share detailed product reviews, lifestyle tips, and personal experiences, creating a trusted community for consumers to make informed purchase decisions. What does Xiaohongshu’s success reflect? Xiaohongshu’s approach aligns with the preferences of today’s Chinese consumers who value social validation and community engagement in the shopping journey. Compared to other e-commerce and content platforms, Xiaohongshu had the highest share of micro-influencers. These key opinion consumers, despite their relatively smaller follower counts, are often regarded as more authentic with their genuine passion and expertise in a niche industry. Beauty, fashion, and food were the most common industries covered by the A-list Xiaohongshu influencers.