Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

5 charts showing the creator economy’s recent evolution

Next year, US influencer marketing spend will hit $5.89 billion, and 82.7% of marketers will use influencer marketing, according to our forecasts. While that figure is a small portion of the $75.08 billion going to social network ad spend, influencer marketing is growing at a faster rate.

Influencer marketing gives marketers a unique ability to work with creators to produce engaging, authentic, community-focused content. Here are five charts representing how the creator industry is changing.

1. Influencer marketing spend is growing faster than social ad spend

US influencer marketing spend growth will remain in the double digits through 2025 (the end of our forecast), while social ad spend growth lingers between 4% and 10%, according to our forecast. The creator economy has been more resilient than paid social ad spend, as marketers lean into authenticity. The Hollywood strikes have also helped the creator economy stay healthy, incentivizing advertisers to look beyond TV and creators to build new revenue streams.

2. All major platforms are seeing growth

Influencer marketing spend growth is outpacing paid ads on Facebook, Instagram, TikTok, YouTube, and Snapchat, according to our forecast. And even those paid social ads are often creator content amplified as paid media.

3. Just how much are marketers spending on influencers?

On Instagram, US influencer marketing spend will pass $2 billion next year, according to our forecast. On TikTok, YouTube, and Facebook, spend will tick past $1 billion. Users are posting less on many of these platforms, but they’re consuming more. Creator content within stories, in-feed, and in smaller community groups are all strong spaces for marketers.

4. Instagram dominates influencer marketing

Instagram will be used by nearly all US marketers this year (97.6%), according to our forecast. Looking specifically at influencer marketing, 58.2% of US marketers will use Reels next year, putting it ahead of TikTok at 54.0%. Marketers should focus on video content that can reach audiences across Instagram, TikTok, and YouTube, rather than a platform-first approach that focuses on a specific channel.

5. Creators function as standalone media channels

Most creators still earn income from sponsored content (82%), but other revenue streams like paid content subscriptions (16%) and merchandise (15%) have gained traction, according to Mavrck.

Creators are no longer “Instagram influencers”—they’re just influencers, with communities that span multiple social platforms as well as within their own newsletters or Discord channels.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.