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EMARKETER

US Influencer Marketing Forecast 2025

Brands and Creators Forge Ahead Despite Threats From TikTok, Tariffs

Report by Jasmine Enberg  |  Mar 25, 2025
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Table of Contents
Executive Summary
Influencer marketing is maturing and diversifying
Uncertainty at TikTok is accelerating market shifts
The escalating trade wars are creating unpredictability
What this means for marketers
Sources
Media Gallery
About This Report
Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.
Topics
Influencer Marketing
United States
Table of Contents
Executive Summary
Influencer marketing is maturing and diversifying
Uncertainty at TikTok is accelerating market shifts
The escalating trade wars are creating unpredictability
What this means for marketers
Sources
Media Gallery

Uncertainty around TikTok and the economy is temporarily disrupting some brands’ influencer marketing plans. But the industry is bigger than TikTok, and creators are now a core part of media, marketing, and commerce strategies.

Key Question: How much should brands allocate to influencer marketing in 2025, and where should those budgets be spent?

US Sponsored Content Spending Will Soar Past $10 Billion in 2025, Despite Slowing Growth (billions in US creator revenues from social media sponsored content and % change, 2021-2026)
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Key Stat: US sponsored content spending will surpass $10 billion in 2025, per our forecast—one year earlier than we had previously predicted.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Influencer marketing is maturing and diversifying
  3. Uncertainty at TikTok is accelerating market shifts
  1. The escalating trade wars are creating unpredictability
  2. What this means for marketers
  3. Sources
  1. Media Gallery

Charts in This Report

US Sponsored Content Spending Will Soar Past $10 Billion in 2025, Despite Slowing Growth (billions in US creator revenues from social media sponsored content and % change, 2021-2026)US Sponsored Content Spending Will Top $10 Billion in 2025, Earlier Than We Previously Predicted (billions in US sponsored content spending, current vs. previous forecast, 2021-2025)
US Sponsored Content Spend Growth on TikTok Will Slow to YouTube and Instagram Levels in 2025 (% change in US creator revenues from social media sponsored content on select social/video platforms, 2021-2025)Creators Will Generate More Than $1 Billion in Revenues From Podcasts Next Year (billions in US podcast creator revenues and % change, 2023-2027)
TikTok Accounts for Roughly One-Fifth of US Sponsored Content Spending (% of US creator revenues from social media sponsored content, by platform, 2021-2025)For the First Time, Over Half of US Marketers Will Use YouTube for Influencer Marketing in 2025 (% of US marketers using select social/video platforms for influencer marketing, 2021-2025)
US Consumers Expect Tariffs to Significantly Alter Their Shopping Behavior, (% of US consumers, Jan 2025)

authors

Jasmine Enberg

Contributors

Rahul Chadha
Director, Report Editing
Vladimir de Leon
Chart Editor
Zach Goldner
Senior Forecasting Analyst
Naomi Rebuelta
Copy Editor
Minda Smiley
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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