The State of Influencer-Brand Deals 2024

More Creators, Bigger Budgets, Fewer Partnerships

Report by Jasmine Enberg  | Apr 12, 2024
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Executive Summary
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Table of Contents
Executive Summary
The era of influencer efficiency is here
Demand for deals among creators is outpacing supply
Brands are focused on the bottom line
The creator middle class is hurting the most
What does this mean for marketers and creators?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Many creators are reporting a deal drought, even as marketers are increasing their influencer budgets. That’s because the dynamics of the influencer-brand deal landscape are evolving.
Topics
Influencer Marketing
United States
Table of Contents
Executive Summary
The era of influencer efficiency is here
Demand for deals among creators is outpacing supply
Brands are focused on the bottom line
The creator middle class is hurting the most
What does this mean for marketers and creators?
EMARKETER Interviews
Sources
Media Gallery

Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.

Key Question: How are the dynamics of influencer-brand deals evolving, and who’s winning and losing?

Brands Continue to Invest Heavily in Sponsored Content on Social Media, but Growth Is Slowing (billions in US sponsored content spending and % change, 2021-2025)
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Key Stat: US marketer spending on sponsored content on social media will rise by 16.0% this year to $8.14 billion.

Here’s what’s in the full report

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7charts

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5expert perspectives

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    Table of Contents

    1. Executive Summary
    2. The era of influencer efficiency is here
    3. Demand for deals among creators is outpacing supply
    1. Brands are focused on the bottom line
    2. The creator middle class is hurting the most
    3. What does this mean for marketers and creators?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Brands Continue to Invest Heavily in Sponsored Content on Social Media, but Growth Is Slowing (billions in US sponsored content spending and % change, 2021-2025)Number of Paid US Creators, by Follower Count, July 2023 (millions and % of total)
    Brands Are Working With Fewer Influencers per Campaign Than Previously (% of US marketers activating influencers, by number of influencers per campaign, 2021 & 2023)Most Important Metrics for Influencer Campaigns According to Marketers Worldwide, Aug 2023 (% of respondents)
    Most Common Challenges Faced by US Creators Who Participate in Affiliate Marketing Programs, Oct 2023 (% of respondents)Most Common vs. Most Impactful Influencer Marketing Strategies According to Brand Marketers Worldwide, Aug 2023 (% of respondents)
    US Adults Who Have Purchased a Product From an Influencer-Founded Brand in the Past Year, by Generation, Nov 2023 (% of respondents)

    Interviewed for This Report

    Permele Doyle
    Billion Dollar Boy
    Founder and President
    Interviewed February 24, 2024
    Yinon Horwitz
    Uncapped/@katerinandyinon
    Founder and Creator
    Interviewed March 7, 2024
    Caroline Neagle
    Independent Marketing Consultant
    Interviewed March 5, 2024
    Gigi Robinson
    Entrepreneur and Creator
    Hosts of Influence/@itsgigirobinson
    Interviewed February 13, 2024
    Meridith Valiando Rojas
    Co-Founder
    Free Electron
    Interviewed February 29, 2024

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    authors

    Jasmine Enberg

    Contributors

    Minda Smiley
    Senior Analyst, Social Media
    Paul Verna
    Principal Analyst