Influencer marketing spend to hit $13.7B by 2027 as ROI drives surge

The latest eMarketer projections indicate a dramatic expansion in U.S. influencer marketing spending, climbing from $10.5 billion in 2025 to an anticipated $13.7 billion by 2027—a near 30% increase over just two years. This robust outlook underscores an ongoing metamorphosis in how brands approach consumer engagement, blending creativity, data intelligence, and a growing insistence on measurable results.

A February survey co‑conducted by eMarketer and Spotter reveals that 54.7% of U.S. brand marketers and agencies cite “proven higher ROI” as the chief motivator for raising influencer budgets. This data aligns with third-party benchmarks showing that brands typically earn $4 to $5 in revenue for every $1 invested in influencer campaigns—while top performers see ROI soar as high as 20x . Such compelling returns make influencer marketing a central investment within broader performance and mobile advertising efforts.

Influencer strategies are proving effective across the entire marketing funnel. According to a Sprout Social survey from January, 66% of marketers say creator partnerships drive brand awareness, while 55% report they boost direct revenue. This supports the broader shift toward performance-driven social commerce, where influencer content influences immediate purchase behavior, particularly through mobile devices.

This U.S.-centric growth mirrors seismic shifts globally. The influencer marketing ecosystem is predicted to surge to $32.6 billion worldwide by 2025—a 35.6% jump from 2024 levels. Extremely active ecosystems (Brazil, India, U.S.) now account for over half of sponsored content globally . Newer, high-growth markets like Latin America and MENA are also seeing double-digit budget increases, reflecting broad adoption and local-market appetite.

The rise of micro- and nano-influencers is reshaping budget allocations. Victoria editorial insights show that nano-creators—typically those with fewer than 10,000 followers—are outperforming larger influencers on engagement, especially in beauty and lifestyle sectors. Meanwhile, about 22% of marketers vouch for niche Instagram influencers delivering stronger ROI than mainstream accounts. This puts authenticity and highly engaged audiences front and center.

In platform dynamics, TikTok’s role is growing, despite recent regulatory scrutiny. Meanwhile, Instagram, YouTube, and TikTok now dominate the landscape, with an increasing shift toward ephemeral and short-form video formats.

Looking ahead, eMarketer forecasts 2025 as the year influencer marketing undergoes professionalization, with heightened standards of measurement and efficiency gains through AI tools for identifying creators. In fact, 66% of marketers report that AI integration strengthens outcomes. Additionally, creator commerce—including direct links, in-app storefronts, and live sales—is becoming a staple tactic.