In 2024, approximately *****billion U.S. dollars were spent on influencer marketing in the United States. This figure increased from the previous year, when spending reached ******billion dollars. Further growth is anticipated to reach over ***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.

During a global 2025 survey among marketers and industry leaders, 14.4 percent of respondents stated they invested 10 to 15 percent of their marketing budget into influencer marketing. Nearly 12 percent of respondents devoted more than 50 percent to this type of digital marketing activity. The state of influencer marketing As social platform users continue to rise in recent years, influencer marketing has become an essential format of digital campaigns. Marketers have used this channel to increase brand awareness. Influencer marketing's value worldwide was estimated at over 24 billion U.S. dollars in 2024, compared to nearly 10 billion in 2020. Furthermore, the global influencer marketing platform market size amounted to 15.2 billion dollars in 2022 and was projected to surpass 22 billion dollars in 2025. The epicenter of influencer marketing: Instagram In the spring of 2024, Instagram ranked third among the biggest social media platforms, with roughly two billion monthly active users. With such an impressive user base, the Meta-owned social network proves to be the perfect spot for creators and marketers alike.

The ad spending in the 'Influencer Advertising' segment of the advertising market in the United Kingdom was modeled to be ************ U.S. dollars in 2024. Following a continuous upward trend, the ad spending has risen by ************ U.S. dollars since 2017. Between 2024 and 2030, the ad spending will rise by ************** U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Influencer Advertising.

In 2022, influencer marketing spending in the United States equaled ***** billion U.S. dollars, which was less than global spending by close to ***** billion, which stood at around ***** billion in the given year. During 2023, global influencer marketing spending reached ***** billion, while in the U.S. it amounted to ***** billion dollars.

Influencer marketing spending is on the rise in France, and was projected to amount to *** million euros in 2025, marking an **** percent increase from the 2024 value of *** million euros. Influencer marketing spending in the country is expected to reach *** million euros by 2029.

Influencer marketing spending in the U.S. was projected to increase by nearly ** percent in 2024. However, in the following year, the growth rate was expected to slow slightly, reaching **** percent. In comparison, the digital ad spending in the U.S. was expected to decline as well.

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.

According to a forecast from July 2023, influencer marketing spending in the United States will grow more than three times faster than social ad spend in 2023, and it will continue growing gradually with around ** percent from year to year until 2025.

In 2021, TikTok accounted for **** percent of influencer marketing spending in the United States. This was the smallest share among the four platforms presented in the data set. However, TikTok was forecast to overtake Facebook already a year later and YouTube in 2023, making it second only to Instagram, whose market share is projected to remain fairly stable in the upcoming years.

Influencer marketing spending growth in France has slowed down in 2023, when it grew with **** percent, compared to its **** percent growth a year earlier. In 2024, influencer marketing spend growth is expected to reach **** percent.

In the second quarter of 2024, the influencer (or KOL) marketing spending in Hong Kong amounted to *** million Hong Kong dollars. The beauty and fashion industries were the largest drivers in KOL marketing. Beauty and cosmetics brands spent **** million Hong Kong dollars in that quarter, registering a **** percent decline compared to the same period in the previous year.

As of financial year 2023, the highest share of influencer marketing spending was made on mega influencers who the highest number of followers, accounting for ** percent. Contrariwise, nano influencers that had the smallest following of all the tiers, also accounted for the smallest portion of influencer marketing spending.

The ad spending in the 'Influencer Advertising' segment of the advertising market in Indonesia was modeled to be ************** U.S. dollars in 2024. Following a continuous upward trend, the ad spending has risen by ************** U.S. dollars since 2017. Between 2024 and 2030, the ad spending will rise by ************** U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Influencer Advertising.

Influencer marketing spending is on the rise in Italy, and added up to *** million euros in 2023, marking a ** percent increase from the 2022 value of *** million euros.

In 2024, digital influencer advertising spending in Latin America and the Caribbean will surpass an estimated **** billion U.S. dollars, up **** percent from *** million dollars a year earlier. The annual figure was projected to continue to rise in the following years, exceeding **** billion dollars by the end of the decade. As of early 2023, less than ** percent of the population of the region's largest economies – Brazil and Mexico – used social media. The Brazilian influencer ad market Over **** of the adults surveyed in Brazil at the end of 2023 included film, TV, and music among their favorite online influencer genres, with business and economy rounding up the top three, selected by nearly **** of the respondents. According to another late 2023 study, Instagram was the social media platform most brands used for influencer marketing in Brazil. TikTok and YouTube followed, mentioned by around ** and ** percent of participating companies, respectively. Influencer marketing in Mexico Meanwhile, Mexico's most popular influencer genres also included film, TV, and music, but comedy also made it to the top three – all mentioned by over **** of consumers surveyed in 2023. The North American country harbors influencers such as Kimberly Guadalupe Loaiza Martínez, better known as Kim Loaiza, and actress and singer Danna Paola, both of which had over ** million Instagram followers as of early 2023.

The ad spending in the 'Influencer Advertising' segment of the advertising market in Singapore was modeled to stand at ************** U.S. dollars in 2024. Following a continuous upward trend, the ad spending has risen by ************* U.S. dollars since 2017. Between 2024 and 2030, the ad spending will rise by ************* U.S. dollars, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Influencer Advertising.

In 2021, influencer marketing attracted **** billion Swedish kronor in spending in Sweden. The source projected that the expenditure would increase by roughly ** percent in 2022 to reach **** billion kronor (approximately *** million U.S. dollars at December 2022 exchange rates). The 2022 global influencer marketing market was estimated at **** billion U.S. dollars.

During a survey among brands working with influencer marketing in Brazil published in December 2024, over ********* (**** percent) reported investing less than ** thousand Brazilian reals in that type of social media marketing that year. Around *** percent stated they allocated over *** thousand reals to influencer marketing throughout 2023.

During a survey carried out in 2020 among marketers from Germany, United Kingdom and the United States, ** percent of retail marketers said they had increased their spending on influencer marketing in 2020. Almost three-quarters of all surveyed professionals confirmed that they increased their budget for this type of marketing. Two-thirds of these respondents also said that influencer marketing had a better return on investment than traditional advertising campaigns.

In 2022, the influencer marketing growth rate in the United States stood at **** percent. A year later, in 2023, it was expected to fall to **** percent. Specifically for content providers, the 2022 value at **** percent and was forecast to decrease to **** percent.