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.

During a 2024 survey carried out among consumers from the United States, ** percent of Gen Z respondents stated that they had purchased a product they saw featured in creator-generated content on entertainment apps or social media platforms. Among millennials, the share stood at ** percent.

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 summer 2024 survey, approximately ** percent of responding decision makers in Europe reported regularly using Instagram for influencer marketing, followed by TikTok with ** percent. In comparison, ** percent stated they would use Twitch or Pinterest.

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.

In 2021, **** percent of U.S. marketers in companies larger than 100 employees were expected to use influencers for marketing purposes. On the global level, the influencer marketing market was valued at **** billion U.S. dollars in 2021.

According to a study on influencer marketing across India in 2024, over ** percent of the surveyed brands stated that they utilized influencer marketing. Additionally, ** percent stated that influencers are a crucial component of their digital marketing strategy. Other major trends included brands' influencer marketing budget allocations and increased spending and partnering with micro- and mid-tier influencers.

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.

During a survey among brands working with influencer marketing in Brazil released in December 2024, approximately **** percent reported using Instagram for that purpose. Facebook and YouTube followed, mentioned by **** and **** percent of respondents, respectively. According to the same study, almost ** percent of agencies in Brazil recommended that their clients spend more on influencer marketing throughout the following year.

In 2024, nearly ** percent of marketers in the United States used Instagram for influencer marketing. During the same period, around ** percent also turned to YouTube. By 2025, more than half of U.S. marketers are expected to incorporate YouTube into their influencer marketing strategies. TikTok, which had been adopted by ** percent of marketers in 2021, saw its usage rise to approximately ** percent by 2024.

According to a survey on influencer marketing in 2024, Instagram was the **** preferred platform for influencer marketing in India. YouTube followed by a wide margin. Both these platforms offered wider reach and higher engagement rates. Comparatively, Twitter, LinkedIn, and Snapchat were **** preferred.

The global influencer marketing market is forecast to generate **** billion U.S. dollars in 2022. The popularity of influencer marketing worldwide is growing at such a high speed that the global market size is expected to reach **** billion U.S. dollars by 2025, more than double the amount recorded in 2020 (*** billion U.S. dollars).

During a 2024 survey, ** percent of respondents from India and Indonesia stated they believed social media influencers were a useful source of information on fashion and clothing topics. In Germany, the share stood at ** percent.

During a 2024 survey, ** percent of responding TikTok users from the United States said they had purchased a product after seeing it being used by an influencer on TikTok. For X (formerly Twitter), the share stood at ** percent.

According to a survey conducted in September 2024 among business-to-business (B2B) marketing professionals in the United States, the highest priority to improve business-to-business (B2B) influencer marketing results was audience targeting and segmentation, outlined by ** percent of respondents. In comparison, ** percent of B2B marketers considered budget management a top priority.

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.

During a summer 2024 survey, ** percent of responding marketing decision makers in Spain stated companies would be more selective regarding influencer cooperations in the next twelve months, compared to ** percent of decision makers in Germany. Meanwhile, ** percent of respondents in Germany said influencer marketing will play a larger role in the marketing mix, compared to ** percent of the respondents in Italy.

During a survey concluded in September 2024, approximately ** percent of marketers working with influencers in the United States reported raising their influencer marketing budgets between ** and ** percent compared to the previous year. Around ** percent either decreased or kept the same budget. According to the same study, third-party influencer software ranked among the leading ways of managing influencer marketing programs in the U.S.

During a global 2024 survey carried out among PR agencies, marketing agencies, brands, and other relevant professionals, **** percent of respondents stated that their organizations worked with up to ** influencers, whereas **** percent said they worked with over ********** influencers.

During a survey of consumers in selected countries worldwide in 2024, ** percent of participants in the *** studied countries discovered new brands from influencers on a weekly basis. In comparison, *** percent of participants indicated they were never discovering new brands from influencers.