According to a recent report by Emarketer, the US influencer marketing spending is set to surpass $10 billion in 2025 even though the predictions for this milestone were in 2026.
Emarketer defined influencer marketing spending as payments brands give to US-based influencers for their product promotions on social media and video platforms that focus on user-generated content. Brands have achieved the $10 billion milestone faster than expected, with a 23.7% growth rate while only 16% was predicted.
Emarketer reports that influencer marketing is going to grow by $1.37 billion in 2025 and it will reach $10.52 by the end of the year. Even though social media growth is slowing down, many brands are shifting their influencer budgets to TV, podcast, and paid social ads. TikTok is facing uncertainty in the US but Emarketer predicts that it will stay active until further notice. President Donald Trump has suggested that a deal with the US-based buyer is near, but its forced sale can disrupt the functions and operations of TikTok which will impact influencer marketing growth.
Many brands are already reallocating their ad spend due to TikTok’s uncertain future, with many TikTok CPMs dropping 80% YoY while Pinterest’s have increased about 120%. Emarketer predicts that TikTok’s ad spending is going to decline 17% in 2025 because marketers are trying to become less dependent on TikTok. Moreover, Pinterest and YouTube are emerging as key influencer platforms, with influencer marketing predicted to be bigger on YouTube than it is on TikTok.
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Emarketer defined influencer marketing spending as payments brands give to US-based influencers for their product promotions on social media and video platforms that focus on user-generated content. Brands have achieved the $10 billion milestone faster than expected, with a 23.7% growth rate while only 16% was predicted.
Emarketer reports that influencer marketing is going to grow by $1.37 billion in 2025 and it will reach $10.52 by the end of the year. Even though social media growth is slowing down, many brands are shifting their influencer budgets to TV, podcast, and paid social ads. TikTok is facing uncertainty in the US but Emarketer predicts that it will stay active until further notice. President Donald Trump has suggested that a deal with the US-based buyer is near, but its forced sale can disrupt the functions and operations of TikTok which will impact influencer marketing growth.
Many brands are already reallocating their ad spend due to TikTok’s uncertain future, with many TikTok CPMs dropping 80% YoY while Pinterest’s have increased about 120%. Emarketer predicts that TikTok’s ad spending is going to decline 17% in 2025 because marketers are trying to become less dependent on TikTok. Moreover, Pinterest and YouTube are emerging as key influencer platforms, with influencer marketing predicted to be bigger on YouTube than it is on TikTok.
Read next: AI Hallucinations: Why Your Chatbot Might Be Lying to You
