The State of Influencer-Brand Deals 2024

More Creators, Bigger Budgets, Fewer Partnerships

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?

Key Stat: US marketer spending on sponsored content on social media will rise by 16.0% this year to $8.14 billion.

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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

    Interviewed for This Report

    Permele Doyle
    Billion Dollar Boy
    Founder and President
    Interviewed February 24, 2024
    Yinon Horwitz
    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
    Free Electron
    Interviewed February 29, 2024

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    Jasmine Enberg


    Minda Smiley
    Senior Analyst, Social Media
    Paul Verna
    Principal Analyst

    "Behind the Numbers" Podcast