LATEST DEVELOPMENT
New industry forecast reveals US sponsored content spending will exceed $10 billion in 2025—one year earlier than previously predicted—despite ongoing uncertainty around TikTok's future and escalating trade wars disrupting some brand strategies.
INDUSTRY TALK
"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."
BY THE NUMBERS
Key forecast highlights include:
$10+ billion in US sponsored content spending for 2025
TikTok accounting for approximately one-fifth of total spend
Over 50% of US marketers now using YouTube for influencer campaigns
Creators generating $1+ billion from podcasts next year
Growth rates for TikTok sponsored content slowing to match YouTube and Instagram
PLATFORM DYNAMICS
Market shifts include:
TikTok uncertainty accelerating budget diversification
YouTube crossing 50% adoption threshold for influencer marketing
Instagram maintaining strong position despite mature growth rates
Podcast creator revenues showing significant expansion
Multi-platform strategy becoming essential for brands
ECONOMIC FACTORS
Market challenges highlighted by:
Escalating US-China trade war creating planning difficulties
Tariffs expected to significantly alter consumer shopping behavior
Brands adjusting creator partnership terms amid economic uncertainty
Resilience of creator economy despite macroeconomic headwinds
Influencers increasingly integrated into core media and commerce strategies
THE BOTTOM LINE
Despite short-term disruptions from TikTok's uncertain future and trade tensions, the influencer marketing industry continues to mature and diversify—demonstrating that creator partnerships have evolved from experimental tactics to essential components of modern marketing strategy as brands allocate increasing portions of their budgets to this resilient and expanding channel.