LATEST DEVELOPMENT
eMarketer reports influencer marketing spend will hit $10.52B in 2025, a year ahead of previous projections, with YouTube capturing the largest share among platforms.
INDUSTRY TALK
"As brands and creators prioritize more predictable content, longer-term relationships, and storytelling over trends and ad-hoc sponsorships, YouTube is quickly becoming the place to be for brands and creators."
BY THE NUMBERS
Research shows:
$10.52B total influencer marketing spend for 2025
$3.45B projected YouTube creator spending
$3.17B Instagram creator investment
$1.19B TikTok creator allocation
23.7% growth in 2024 (vs. 16% forecasted)
PLATFORM LEADERSHIP
Key YouTube advantages:
Over 50% of U.S. marketers paying for YouTube influencer ads
First time majority adoption reached for any platform
Significant lead over TikTok ($2.26B difference)
Predictable content environment
Long-form storytelling opportunities
MARKET FACTORS
Growth drivers include:
TikTok regulatory uncertainty affecting brand confidence
Creator diversification across multiple platforms
Shift toward long-term creator relationships
15.7% additional growth projected for 2026
$250B total creator economy ecosystem
THE BOTTOM LINE
While all major platforms will see influencer spending growth in 2025, YouTube's dominance reflects a market shift toward predictable, long-form content and sustained creator partnerships, particularly as TikTok's regulatory uncertainty continues.