54% OF MULTINATIONAL BRANDS INCREASING INFLUENCER BUDGETS IN 2025

LATEST DEVELOPMENT

The World Federation of Advertisers (WFA) has released new research revealing that over half of multinational brand marketers plan to boost influencer marketing investments this year, with a significant majority now turning to specialized agencies to navigate the increasingly complex creator landscape.

INDUSTRY TALK

KEY FINDINGS

Report highlights include:

• 54% of multinational brands increasing influencer marketing budgets

• 61% of marketers agree influencer marketing importance will grow

• Majority now partnering with specialized influencer agencies

• Disclosure and transparency issues driving agency partnerships

• Industry complexity accelerating need for external expertise

PLATFORM TRENDS

Strategic shifts include:

• Brands seeking specialized knowledge for creator selection

• Agencies providing enhanced vetting and compliance measures

• Growing focus on authentic creator-brand alignment

• Increased demand for cross-platform campaign management

• Marketers seeking protection from disclosure mistakes

INDUSTRY CHALLENGES

Ongoing concerns highlighted by:

• Transparency issues in creator campaigns

• Disclosure requirements varying by platform and region

• Complex FTC and international regulatory guidelines

• Growing need for specialized legal and compliance expertise

• Brands seeking protection from influencer controversies

THE BOTTOM LINE

As multinational brands continue to increase influencer marketing investments, the shift toward specialized agency partnerships signals a maturing ecosystem—where brands recognize that effectively navigating the complex creator landscape requires specialized expertise to ensure transparency, compliance, and authentic alignment that drives measurable business results.