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.
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
Executive Summary
The era of influencer efficiency is here
Demand for deals among creators is outpacing supply
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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)
Brands Are Working With Fewer Influencers per Campaign Than Previously (% of US marketers activating influencers, by number of influencers per campaign, 2021 & 2023)
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)
Brands Are Working With Fewer Influencers per Campaign Than Previously (% of US marketers activating influencers, by number of influencers per campaign, 2021 & 2023)