Sophie Blake
In 2025, U.S. influencer marketing spending is projected to exceed $10 billion, reaching $10.52 billion, marking a 15.0% year-over-year increase, according to a March 2025 forecast by eMarketer. This milestone, achieved a year earlier than previously anticipated, underscores the growing significance of influencer collaborations in brand marketing strategies.
Despite this growth, the influencer marketing sector is experiencing a deceleration compared to the previous year’s 23.7% increase. Factors contributing to this slowdown include market maturation, economic uncertainties, and concerns over TikTok’s future in the U.S. The volatility surrounding TikTok has prompted brands to diversify their influencer marketing efforts across more stable platforms like YouTube and Instagram. Notably, over half of U.S. marketers are expected to utilize influencer marketing on YouTube for the first time in 2025, reflecting a shift towards platforms offering more predictable content and monetization opportunities.
The broader influencer marketing industry is set to grow by 12.12% globally, reaching $22.2 billion in 2025. This expansion is fueled by the surge in user-generated content (UGC) creators, which has increased by 93% year-over-year, and the rising prominence of micro-influencers who offer more authentic and engaging content. Additionally, the global creator economy is projected to grow from $191 billion in 2025 to $528.39 billion by 2030, indicating a robust and evolving digital content landscape.
Economic factors, such as the ongoing trade tensions and tariffs, have also impacted advertising budgets. For instance, the 2025 TV upfront advertising season has faced significant disruptions due to economic uncertainties stemming from trade wars, leading several companies to reduce their advertising budgets. In this context, influencer marketing offers a more flexible and targeted approach, allowing brands to adapt quickly to changing market conditions.
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