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EMARKETER
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Influencer Marketing Spending
Overall
Influencer Marketing Spending
Marketers Using Influencer Marketing
by Company
Marketers Using Facebook For Influencer Marketing
Marketers Using Instagram For Influencer Marketing
Marketers Using Instagram Reels For Influencer Marketing
Marketers Using Snapchat For Influencer Marketing
Marketers Using TikTok For Influencer Marketing
Marketers Using X (formerly Twitter) For Influencer Marketing
Marketers Using YouTube For Influencer Marketing
by Platform
Influencer Marketing Spending, by Platform
Influencer Marketing Spending Growth, by Platform
Influencer Marketing Spending Share, by Platform
by Follower Count
Influencer Marketing Spending, by Follower Count
Influencer Marketing Spending Growth, by Follower Count
Influencer Marketing Spending Share, by Follower Count
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Source & Notes
Data Table
Source: EMARKETER Forecast- April 2025 
Note: payments made by brands to creators or influencer to promote products and services on social media; excludes noncash payments such as free products or trips; excludes creator content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube); aka creator revenues from social media sponsored content
Additional Note: An influencer is an individual who can sway the brand preferences, buying decisions, and loyalty of a broader population. A creator is a person or entity that develops original content primarily for digital properties with the purpose of building and monetizing their audience. Examples include celebrities, public figures, YouTube/Instagram/TikTok creators, and subject matter thought leaders/experts.
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