Key stat: 38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

Beyond the chart:

• Social network ad spending will represent one quarter of all US ad spending in 2027, EMARKETER forecasts.
• Over 9 in 10 US marketers who invest in creator marketing plan to promote their partnerships via retail media networks in 2025, per October 2024 data from LTK and Northwestern University.
• Social media is the top paid content distribution channel for technology marketers worldwide, per a February Content Marketing Institute (CMI) report.

Use this chart: Marketers can use this chart to consider how they can organically reach an influencer’s audience while also investing in wider consumer outreach through paid media.

Methodology: Data is from the October 2024 Linqia report titled "2025 State of Influencer Marketing." 200 US brand and agency enterprise marketers were surveyed during July-September 2024.