Spending on influencer marketing in
Posted: Tue Jan 07, 2025 6:03 am
Influencer marketing has been a revelation for marketers in recent years. So much so that being an influencer has become a professional aspiration and brands are betting on increasing spending on this section of their marketing strategies.
the United States will thus surpass the $3 billion mark in 2021, according to the latest projections from research firm eMarketer .
According to Insider Intelligence, spending on influencer marketing in the country will jump by 33.6% lebanon number data . It will rise to $3.69 billion and is expected to surpass the $4 billion mark in 2022, reaching $4.14 billion.
These figures are very high compared to the more modest growth of 2020, when there was 14.4%. However, it is true that this year was exceptional due to the coronavirus. “In the early part of the pandemic, many marketers temporarily paused their influencer marketing campaigns ,” says eMarketer senior analyst Jasmine Enberg.
“But the pandemic also accelerated many of the new social trends driven by creators , including short-form video and social commerce. Marketers quickly picked this up again and are now increasing their spending on influencer marketing , as they realise that it is their ticket to reaching those audiences,” he explains.
Of particular note is the impact of the resurgence of travel as restrictions are lifted. This is a category that invests heavily in this type of marketing. “Restrictions and social distancing measures disproportionately affected travel influencers . Many had to change their strategies to collaborate with brands in new categories, such as finance and consumer goods,” adds Enberg.
“Continued improvements in content tools and the growing role of influencers in lower-funnel marketing goals will help drive more dollars into the influencer marketing space in the coming years,” he notes.
eMarketer doesn’t break out this spending by specific platforms, but notes that it sees Instagram as the leader , with about half the market. YouTube and Facebook would follow, with TikTok making a strong entrance. Another thing to note, however, is that influencer marketing spending pales in comparison to overall social media ad spending. The field is estimated to reach $58.66 billion in the United States this year.
the United States will thus surpass the $3 billion mark in 2021, according to the latest projections from research firm eMarketer .
According to Insider Intelligence, spending on influencer marketing in the country will jump by 33.6% lebanon number data . It will rise to $3.69 billion and is expected to surpass the $4 billion mark in 2022, reaching $4.14 billion.
These figures are very high compared to the more modest growth of 2020, when there was 14.4%. However, it is true that this year was exceptional due to the coronavirus. “In the early part of the pandemic, many marketers temporarily paused their influencer marketing campaigns ,” says eMarketer senior analyst Jasmine Enberg.
“But the pandemic also accelerated many of the new social trends driven by creators , including short-form video and social commerce. Marketers quickly picked this up again and are now increasing their spending on influencer marketing , as they realise that it is their ticket to reaching those audiences,” he explains.
Of particular note is the impact of the resurgence of travel as restrictions are lifted. This is a category that invests heavily in this type of marketing. “Restrictions and social distancing measures disproportionately affected travel influencers . Many had to change their strategies to collaborate with brands in new categories, such as finance and consumer goods,” adds Enberg.
“Continued improvements in content tools and the growing role of influencers in lower-funnel marketing goals will help drive more dollars into the influencer marketing space in the coming years,” he notes.
eMarketer doesn’t break out this spending by specific platforms, but notes that it sees Instagram as the leader , with about half the market. YouTube and Facebook would follow, with TikTok making a strong entrance. Another thing to note, however, is that influencer marketing spending pales in comparison to overall social media ad spending. The field is estimated to reach $58.66 billion in the United States this year.