Influencer spend is growing faster than social ad spend

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Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

Beyond the chart:

  • The Hollywood strikes have helped the creator economy stay healthy, as advertisers look outside of TV and creators branch into new revenue streams.
  • Influencer marketing spend growth is highest on TikTok, but the category is also outpacing social ad revenue growth on every major social platform, according to our forecast.
  • Social platforms are now reliant on creators, rather than the other way around, as creators’ options expand and include owned channels like blogs and newsletters.

Use this chart:

  • Prioritize creator spend.
  • Reconsider social strategy.

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