Introduction

Social Media Marketing Statistics: Social media marketing is a key part of any digital marketing plan today. With over 50% of the world’s population using social media, brands need to be active on these platforms. But it’s not just about making profiles and posting content. Effective social media marketing involves keeping up with changing algorithms and trends and understanding the behaviors of your target audience. Social media’s interactive and engaging nature helps businesses connect with their audience in ways they couldn’t before.

This opens up new opportunities for engaging with people, building the brand, and doing direct marketing. We shall shed more light on Social Media Marketing Statistics through this article.

In the fourth quarter of 2024, the volume of social media ad impressions was ** percent higher than in the first quarter of 2024. In the last presented quarter, the volume was ***** percent lower than during the first quarter of 2024.

Global ad spend were expected to reach over $134 billion in 2022. This means that it has increased by over 17% yearly.

It was estimated that the costs related to digital advertising fraud worldwide would increase within the five years between 2023 and 2028, from ** billion to *** billion U.S. dollars. That means that the figure will grow roughly ** percent annually and nearly double in the presented period. However the source projected that the share of losses in digital advertising spending will remain approximately flat. With the growing digitization of processes, including those in advertising, comes a growing risk of fraud. Today when more and more ads are traded programmatically, fraud detection processes are not yet fully developed, and so the bulk of advertising ends up being served to bots instead of potential customers. Fraud in advertising – costs and concerns On the one hand, programmatic advertising is very convenient, owing to the automation of buying and selling processes of online ads. However, such systems can increase the likelihood of scams. In 2021, close to ** percent of ad impressions served programmatically in the United States were fraudulent. Unsurprisingly, nearly one fifth of U.S. marketers consider ad fraud a challange. Until effective tracking tools and stricter regulations on online ad publishing are put in place, ad fraud will remain a significant problem for advertisers and media buyers.

The global social advertising and social media marketing market is experiencing robust growth, driven by the increasing penetration of smartphones and internet access worldwide, coupled with the escalating adoption of social media platforms. The market, currently valued at approximately $450 billion in 2025 (estimated based on typical market size for this sector), is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033. This growth is fueled by several key factors. Firstly, businesses are increasingly recognizing the effectiveness of targeted advertising on social media platforms like Facebook, Instagram, and TikTok to reach specific demographics and achieve higher conversion rates compared to traditional marketing strategies. Secondly, the continuous evolution of social media algorithms and advertising tools provides businesses with more sophisticated targeting capabilities and performance measurement metrics. Thirdly, the rising popularity of influencer marketing, where brands collaborate with social media personalities to promote their products or services, further contributes to the market's expansion. Finally, the integration of e-commerce functionalities within social media platforms simplifies the purchase process for consumers, boosting sales and strengthening the overall market. However, the market faces certain challenges. Data privacy concerns and regulatory changes are forcing companies to adopt more transparent and user-centric data handling practices. Furthermore, the increasing sophistication of ad-blocking technologies and the rising cost of advertising on premium social media platforms present hurdles for businesses. Despite these challenges, the market is expected to maintain its strong growth trajectory, driven by innovation in advertising formats (e.g., short-form video ads, augmented reality experiences), and the continuous expansion of social media user bases globally, particularly in emerging markets. Segmentation within the market reflects this, with Social Advertising continuing to dominate, but Social Media Marketing growing significantly due to its more nuanced and relationship-building approach. Leading companies like Facebook, Google, and Microsoft are continuously innovating and investing in their respective platforms to maintain their competitive edge in this dynamic and lucrative market.

The social media advertising market, valued at $117.28 billion in 2025, is projected to experience robust growth, driven by increasing internet and smartphone penetration, the expanding reach of social media platforms, and the growing sophistication of targeting and measurement tools. Key drivers include the rise of e-commerce and the need for brands to connect with consumers directly on platforms they frequently use. The market's expansion is fueled by the ongoing development of innovative ad formats, such as influencer marketing, short-form video ads, and interactive content, which enhances engagement and return on investment for advertisers. Competition among major players like Alphabet (Google), Facebook (Meta), and others drives innovation and keeps costs relatively competitive for advertisers, further fueling market growth. However, factors like data privacy concerns, increasing ad blocking, and the potential for algorithm changes on social media platforms could pose challenges to future growth. The forecast period (2025-2033) anticipates a compound annual growth rate (CAGR) of 14.4%, projecting substantial market expansion. This growth will likely be unevenly distributed across regions, with North America and Asia-Pacific expected to be major contributors. Segmentation within the market will continue to evolve, with increased focus on mobile advertising, video advertising, and the integration of social media advertising with other digital marketing strategies. The continued evolution of user behavior and technological advancements will necessitate ongoing adaptation from both advertisers and platform providers to maintain market share and capitalize on emerging opportunities. This dynamic environment makes strategic planning and adaptability crucial for success in this competitive landscape.

When it comes to marketing your business, knowing which platforms to advertise on is a skill in and of itself. These are some important social media marketing statistics to keep in mind.

This fileset contains a series of screenshots taken from our facebook advertising account. A few days ago we noticed that some negative "SEO" tactics, for lack of a better term, were having a negative impact on the performance of ads and fan engagement on the facebook page that we've been building.

I developed a custom software package, which utilizes nueural networks I've developed, to identify a target demographic, and suggest advertising content for said target demographic.

After a short training period we were able to create advertisemsents on facebook that averaged a cost of 0.01 cents per like. We also had a fan page engagement of nearly 4 times that of major brands like Wal-Mart.

Shortly after we began to obtain success we started noticing problems with our page. Since we have a stalker issue, we determined that the issues with our page were likely related to him.

We assued this because we had a disproportinately high number of spammy, negative, and inapporpriate comments on our posts. Offline harassment of our staff by the stalker also increased significantly during this time.

Curiously, we believe that the incident with the stalker allowed us to ascertain some interesting observations about Facebook's algorithims, which I've outlined below.

We believe, after reseraching this issue, that Facebook's algorithims suffer from the following issues:

1. They are easily gamed. We think that Facebook's algorithims are hypersensitive to negative comments being made on a post, and conversely likely positive ones as well. If a post is hidden, the comments are negative, or if a user interacts with the post negatively in some way, then Facebook's algorithims will "punish" your page.

2. We think that a series of scripted fake bot accounts would easily cause the issues that we've been expriencing.

As you can see from the data provided, over 90% of our likes come from paid facebook advertisement, therefore we do not have a significant number of fake accounts on our page brought in by third party advertising because we didn't do any of that.

Moreover, we did not send any of our fans obtained via mailing lists, or offline contact to our facebook page, those fans participate with us via email and/or through our private Google+ community.

So it is safe to say that our problems have not been caused by purchasing a large amount of fake likes from any third party vendor.

In addition, because our likes were gained very quickly, at a rate of about 2.5k likes a day, we do not believe that we have suffered from changes in the general demographic of our Facebook fan base over time.

Yet almost immediately after we started expericing trolling issues with our page, we also noticed a dip in the number of fans our posts were shown to by Facebook, and the performance of our ads began to go down, even though the content on our page had not changed.

We attributed this to holes in Facebook's algorithims, and potentially to the excessive use of fake bot accounts by Facebook itself.

We cannot prove the latter satement, but there have been similar reports before. Reference - http://www.forbes.com/sites/davidthier/2012/08/01/facebook-investigating-claims-that-80-of-ad-clicks-come-from-bots/

This article from Forbes outlines how one startup company repoted that up to 80% of their Facebook likes were fake bot accounts even though they paid for advertising directly through Facebook.

Our reserach suggests that Facebook's advertising platform functions as follows: - An advertiser pays for likes with Facebook, and the quality of the content on their page is initially assessed by those who are liking the page, but once the page obtains a following, we believe that the quality of the content is assessed by how many people like the posts on the page directly after they are posted.

If a post gets hidden, marked as spammed, skipped over, whatever, then we beleive that Facebook kicks that post out of the newsfeeds. If this happens to a significant number of posts on the page, then we believe that Facebook places the page on an advertising black-list.

Once on this black-list ads will begin to perform poorly, and content will drop out of newsfeeds causing even the most active page to go silent.

We tested this by posting pictures of attractive blond women, which with our demographic would have normally obtained a large number of likes and we struggled to get even 10 likes at over 20k page likes when we would have previosuly obtained almost 100 likes without boosting at only 5k page likes.

Why this probably isn't seen more often: In most cases this probably takes a while to occur as pages become old and fans grow bored, but in our case, because we have a stalker trolling our page with what appears to be hundres of scripted bot accounts, the effect was seen immediately.

Our data suggests that it became a tug of war between our stalker's army of fake bot accounts (making spammy comments, hiding our posts from newsfeeds, etc) and the real fans that actually like our page (who were voting our conent up - i.e. liking it, etc).

If you look at the graph of page likes in the figures provided - you can see that the darker purple are the fans we obtained via facebook advertising, well over 90%. We believe that the light purple (the "organic" fans) is mostly comprised of our stalker's fake drone accounts. We have less than 20 family members and friends liking our page, when we began this experiment we asked them not to interact with our page or the content.

In conclusion: We still have a lot more work to do, but it is highly likely that many Facebook likes are either scripted bots, and/or that Facebook's "weighting" algorithims are very suceptible to gaming via negative "SEO" tactics. Conversely, they are likely sensitive to gaming via positive "SEO" tactics as well.

Of course we cannot say for certain where the Facebook accounts that like a page come from without acess to their internal systems, but the evidence does strongly suggest that Facebook might be plagued with a large quantity of bot accounts, and that their algorithim has to be sensitive to actions from live users, so that the quality of the content can be easily ascertained. Otherwise it would be pretty easy for an advertiser to game Facebook's system by paying for, and getting, a large quantity of likes for content that is not appealing to any significant group of people.

Again we have to reiterate that we have no solid proof of this, but our data strongly suggests that this is the case.

We have reported the issues to Facebook, but interestingly, after we made it clear that we were going to analyze and investigate the issues with our page, we have been suddenly and incessently plagued with a never ending stream of "technical difficulties" related to our advertising account.

If you'd like to collaborate on this project, please feel free to email me at Jamie@ITSmoleculardesign.com.

The ad spending is forecast to experience significant growth in all segments in 2028. As part of the positive trend, the indicator achieves the maximum value across all two different segments by the end of the comparison period. Notably, the segment Social Media Advertising Mobile stands out with the highest value of 212.68 billion U.S. dollars. Find further statistics on other topics such as a comparison of the ad spending in the United States and a comparison of the ad spending in Germany. The Statista Market Insights cover a broad range of additional markets.

The global social networking advertising market size was valued at USD 115.34 billion in 2022 and is projected to grow from USD 135.54 billion in 2023 to USD 311.11 billion by 2030, exhibiting a CAGR of 12.2% during the forecast period. The market growth is primarily attributed to the increasing adoption of social media platforms, rising smartphone penetration, and growing popularity of e-commerce. The market is driven by factors such as the growing popularity of social media platforms, increasing smartphone penetration, and the growing popularity of e-commerce. Additionally, the rise of influencer marketing and the increasing adoption of artificial intelligence (AI) and machine learning (ML) technologies are also contributing to the growth of the market. However, factors such as privacy concerns and data breaches may restrain the market growth to some extent. The market is segmented based on application, type, and region. Based on application, the market is segmented into photo ads, video ads, slideshow ads, carousel ads, collection ads, canvas ads, lead ads, and dynamic product ads.

People think of paid advertising as the holy grail of digital marketing. The truth is that paid ads can deliver excellent results for your business very quickly. Here are some digital marketing statistics about paid advertising to keep in mind.

Social Media Advertising Market Outlook

The global social media advertising market size is projected to experience significant growth, with a valuation of approximately $120 billion in 2023, anticipated to surge to $295 billion by 2032, reflecting a robust compound annual growth rate (CAGR) of 10.5%. This remarkable expansion is driven by various factors, including the widespread adoption of social media platforms by businesses to enhance brand visibility and customer engagement. The increasing penetration of smartphones and the internet has created a fertile ground for social media platforms to thrive, providing businesses with unprecedented access to a global audience. The shift from traditional advertising mediums to digital platforms continues to bolster the growth of the social media advertising market, making it a vital component of marketing strategies for companies worldwide.

The growing emphasis on personalized and targeted advertising is a significant growth driver for the social media advertising market. Companies are increasingly leveraging data analytics and machine learning algorithms to analyze user behavior and preferences, allowing them to create personalized ad campaigns that resonate with specific audience segments. This targeted approach not only enhances customer engagement but also improves conversion rates, providing a higher return on investment for advertisers. Additionally, the integration of advanced technologies such as artificial intelligence and augmented reality into social media platforms has opened new avenues for creative and interactive advertising, further fueling market growth. As these technologies continue to evolve, businesses are expected to invest more in social media advertising to capitalize on their potential.

Another key factor contributing to the growth of the social media advertising market is the rise of influencer marketing. Social media influencers, with their large and dedicated followers, have become powerful brand advocates, enabling companies to reach niche audiences in an authentic and relatable manner. Brands are increasingly collaborating with influencers to create sponsored content that seamlessly integrates into users' social media feeds, enhancing brand credibility and trust. This trend is particularly popular among younger demographics, who are more likely to engage with content shared by influencers they follow. The effectiveness of influencer marketing in driving consumer purchasing decisions has led to a surge in demand for social media advertising, with businesses allocating a significant portion of their marketing budgets to influencer partnerships.

Furthermore, the growing demand for mobile advertising is driving the expansion of the social media advertising market. As mobile devices become the primary means of accessing social media platforms, businesses are prioritizing mobile-friendly ad formats to effectively capture the attention of mobile users. The proliferation of mobile apps and the increasing time spent by users on social media through their mobile devices are encouraging advertisers to optimize their campaigns for mobile platforms. This trend is particularly pronounced in developing regions where mobile internet access is rapidly increasing, presenting lucrative opportunities for businesses to tap into new markets. The continued emphasis on mobile-first strategies is expected to propel the growth of the social media advertising market in the coming years.

Ad Format Analysis

The ad format segment of the social media advertising market comprises various types, including image ads, video ads, carousel ads, stories ads, and others. Each format plays a unique role in engaging audiences and driving advertising success. Image ads continue to be a staple in social media advertising due to their simplicity and effectiveness. They allow brands to convey messages quickly through visually appealing graphics, making them suitable for product launches, announcements, and promotions. With advancements in graphic design tools, businesses can create high-quality image ads that capture attention instantly, contributing to their ongoing popularity among advertisers.

Video ads have gained significant traction in recent years and are expected to dominate the social media advertising landscape. The dynamic nature of video content allows brands to tell compelling stories, showcase products in action, and connect with audiences on an emotional level. Platforms like Instagram, Facebook, and YouTube have invested heavily in video capabilities, enabling businesses to create engaging and interactive video ads. The rise of bite-sized video content, su

Social Advertising & Social Media Market Outlook

The global social advertising and social media market size was valued at approximately USD 120 billion in 2023 and is projected to reach USD 350 billion by 2032, growing at a CAGR of 12.5% from 2024 to 2032. The primary growth drivers include increasing internet penetration, the proliferation of smartphones, and the rising adoption of social media platforms for marketing purposes.

One of the key growth factors of the social advertising and social media market is the exponential increase in internet users and the widespread penetration of smartphones. This digital transformation has provided businesses with unprecedented access to a wide audience base, allowing them to target potential customers more effectively through social media platforms. The convenience and reach of social media advertising are unparalleled, enabling businesses to engage with a global audience in real-time and deliver personalized content, which significantly boosts brand visibility and customer engagement.

Moreover, advancements in data analytics and artificial intelligence have further fueled the growth of this market. These technologies enable businesses to analyze consumer behavior and preferences more accurately, allowing for more targeted and personalized advertising campaigns. The ability to measure and track the effectiveness of advertising efforts in real-time provides companies with valuable insights, enabling them to optimize their marketing strategies and achieve higher conversion rates. This data-driven approach has become a cornerstone of modern advertising, contributing to the robust growth of the social advertising and social media market.

The rising popularity of social media influencers and content creators has also played a significant role in market growth. Influencer marketing has emerged as a powerful tool for brands to reach their target audience authentically and organically. Collaborations with influencers enable brands to leverage their followers and create a sense of trust and credibility. This form of advertising is particularly effective in reaching younger demographics who are more likely to engage with content from influencers than traditional advertisements.

From a regional perspective, North America currently holds the largest market share in the social advertising and social media market, driven by the high adoption rate of social media platforms and advanced digital marketing infrastructure. Europe and Asia Pacific are also witnessing significant growth, with the latter expected to demonstrate the highest CAGR during the forecast period. The rapid digitalization and increasing internet penetration in emerging economies within the Asia Pacific region, such as India and China, are major contributors to this growth.

Platform Analysis

The social advertising and social media market can be segmented by platform into Facebook, Instagram, Twitter, LinkedIn, Snapchat, TikTok, and others. Facebook remains the dominant platform, due to its extensive user base and advanced advertising tools. Businesses of all sizes utilize Facebook's robust advertising capabilities to target specific demographics with personalized content. Despite privacy concerns and regulatory scrutiny, Facebook's vast data collection and analytical capabilities make it an attractive platform for advertisers seeking to maximize their reach and engagement.

Instagram, owned by Facebook, has also seen substantial growth, particularly among younger users. The platform's focus on visual content makes it ideal for brands looking to engage with consumers through images and short videos. Instagram's Story feature and IGTV have opened new avenues for advertising, allowing brands to create more immersive and interactive content. The influence of social media influencers on Instagram is particularly noteworthy, as it provides brands with an authentic way to reach potential customers.

Twitter, known for its real-time interaction and trending topics, offers unique opportunities for brands to engage with consumers through promoted tweets and trending hashtags. The platform's concise format and emphasis on immediacy make it suitable for time-sensitive promotions and announcements. However, the challenge lies in the brief lifespan of tweets, requiring advertisers to frequently update their content to remain visible and relevant.

LinkedIn, the go-to platform for professional networking, is increasingly being leveraged for B2B advertising. The platform's

During a 2023 survey, ** percent of responding marketers from across the world stated they often or sometimes used Facebook ads in their work. According to the results of this survey, Facebook was the most used ad platform. Instagram ranked second, with ** percent of respondents saying they often or sometimes used ads on this platform.

Salutary Data is a boutique, B2B contact and company data provider that's committed to delivering high quality data for sales intelligence, lead generation, marketing, recruiting / HR, identity resolution, and ML / AI. Our database currently consists of 148MM+ highly curated B2B Contacts ( US only), along with over 4M+ companies, and is updated regularly to ensure we have the most up-to-date information.

We can enrich your in-house data ( CRM Enrichment, Lead Enrichment, etc.) and provide you with a custom dataset ( such as a lead list) tailored to your target audience specifications and data use-case. We also support large-scale data licensing to software providers and agencies that intend to redistribute our data to their customers and end-users.

What makes Salutary unique? - We offer our clients a truly unique, one-stop aggregation of the best-of-breed quality data sources. Our supplier network consists of numerous, established high quality suppliers that are rigorously vetted. - We leverage third party verification vendors to ensure phone numbers and emails are accurate and connect to the right person. Additionally, we deploy automated and manual verification techniques to ensure we have the latest job information for contacts. - We're reasonably priced and easy to work with.

Products: API Suite Web UI Full and Custom Data Feeds

Services: Data Enrichment - We assess the fill rate gaps and profile your customer file for the purpose of appending fields, updating information, and/or rendering net new “look alike” prospects for your campaigns. ABM Match & Append - Send us your domain or other company related files, and we’ll match your Account Based Marketing targets and provide you with B2B contacts to campaign. Optionally throw in your suppression file to avoid any redundant records. Verification (“Cleaning/Hygiene”) Services - Address the 2% per month aging issue on contact records! We will identify duplicate records, contacts no longer at the company, rid your email hard bounces, and update/replace titles or phones. This is right up our alley and levers our existing internal and external processes and systems.

To help you get the biggest takeaways from all of these digital marketing stats, I want to share some trends in marketing that’s working for businesses right now.

In 2023, skin care was the beauty and personal care product category with the biggest share of ads violating the code of the Advertising Standards Council of India (ASCI) at over 30 percent. Cosmetics followed with a share of 24.7 percent. As the self-regulatory body of India's advertising industry, the ASCI audits ads based on a variety of factors, including misleading and offensive content.

Snapshot img

US Digital Advertising Market Size 2025-2029

The US digital advertising market size is forecast to increase by USD 218.3 billion, at a CAGR of 15.2% between 2024 and 2029.

The digital advertising market is experiencing significant growth, driven primarily by the increasing popularity of in-app advertising. Brands are recognizing the value of reaching consumers through mobile applications, as users spend an average of 3 hours and 15 minutes per day on mobile devices. Artificial intelligence (AI) and machine learning algorithms enable customized advertisements and recommendation systems, enhancing the user experience and driving ad effectiveness. 
However, the market faces challenges as well. The growing adoption of ad-blocker solutions poses a threat to revenue generation for digital advertisers. To navigate this challenge, advertisers must focus on delivering valuable and non-intrusive content to maintain user engagement and circumvent ad-blockers. By staying attuned to these market dynamics and adapting to consumer preferences, companies can capitalize on opportunities and effectively address challenges in the digital advertising market. Digital Advertising Services provide Campaign management, Creative design, and Optimization services to help businesses maximize their online presence and customer engagement.

What will be the size of the US Digital Advertising Market during the forecast period?

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In the dynamic digital advertising market, cross-channel marketing and omnichannel strategies are increasingly prevalent, allowing businesses to reach consumers seamlessly across various platforms. Dynamic creative optimization and marketing dashboards enable real-time content customization, enhancing personalized advertising experiences. Digital marketing trends lean towards mobile-first strategies, predictive analytics, and data-driven marketing. Brands prioritize social media strategy, sentiment analysis, and social listening for effective brand reputation management. Marketing mix modeling and marketing automation tools streamline campaign management, while PPC strategy and interactive advertising offer measurable results. Ad agency services and marketing technology stacks provide valuable insights, but privacy concerns and data security remain critical issues.
Customer journey mapping and performance reporting are essential for optimizing marketing operations and measuring success. Digital marketing ethics demand transparency and accountability, with brands focusing on ethical data collection, usage, and privacy policies.

How is this market segmented?

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

Channel

  Mobile
  Desktop/laptop
  Connected TV


Type

  Search advertising
  Social media advertising
  Banner advertising
  Others


End-user

  Retail
  Media and entertainment
  BFSI
  Healthcare and pharmaceuticals
  Others


Geography

  North America

    US

By Channel Insights

The mobile segment is estimated to witness significant growth during the forecast period. In the dynamic US digital advertising market, mobile advertising holds a substantial share due to the increasing penetration of smartphones and tablets. Mobile devices, particularly smartphones, dominate the landscape, with mobile advertising accounting for a significant portion of overall digital advertising expenditure. With over 80% smartphone penetration in the country as of 2023, mobile platforms offer advertisers access to a vast user base. This flexibility enables advertisers to engage users through targeted ad strategies based on user behavior and preferences. Consequently, mobile applications (apps) and games are integrating in-app ads, contributing to the segment's significant growth. Brand awareness is another crucial aspect of digital advertising, with businesses investing heavily to reach their audiences effectively. Digital transformation has led to the adoption of various digital advertising technologies, such as programmatic advertising, data management platforms, and ad serving.
These technologies facilitate real-time bidding, audience targeting, and conversion rate optimization. Artificial intelligence and machine learning play a pivotal role in ad optimization, enabling advertisers to analyze consumer behavior and tailor their campaigns accordingly. Behavioral targeting, contextual targeting, and audience targeting are essential strategies for maximizing user engagement and click-through rates. Brand safety and fraud detection are critical concerns for businesses, with digital advertising technology ensuring secure transactions and protecting against malicious activities. Digital signage and content marketing are also popula

In 2023, non-disclosed advertisements by influencers on social media regarding beauty and personal care in India accounted for 75 percent out of all misleading advertisements in that sector. Misleading claims in social media ads accounted for a share of 25 percent.

In 2021, global social media advertising spending stood at around *** billion U.S. dollars. The source projected that this figure would more than double and exceed an all-time high of *** billion by 2028. Where to advertise in a sea of social media platforms? While there are many regional differences when it comes to social media usage and accessibility, some platforms reign supreme among users and advertisers alike. As of 2022, Facebook, YouTube, and Instagram were the most popular social networks worldwide. Thanks to their massive audiences, these Meta-owned properties also ranked among the leading social media platforms for marketers. What makes advertising via these channels so appealing is not only the prospect of boosting brand awareness and generating leads but also the possibility to strengthen brands’ relationships with consumers via direct communication. Spotlight on influencer marketing In addition to posting photos and videos on their social media accounts and interacting with followers, companies can also enlist the help of content creators to drive visibility and potentially unlock new audiences. Over the past few years, the global influencer marketing market value has expanded rapidly and is now sized at an estimated **** billion U.S. dollars. Instagram remains the primary playground for this creator-driven form of online marketing, though apps like TikTok are also becoming more appealing to brands from around the world.