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Influencer marketing in 2025: new milestones, new challenges
The global influencer marketing industry continues its rapid expansion, driven by economic adjustments, evolving technologies, shifting consumer preferences, and the rise of AI.
Industry growth
The industry is projected to reach $24 billion by 2025, up from $21.1 billion in 2024, showing brands' growing trust in influencer partnerships for engagement and sales.
Economic uncertainty and performance metrics
Economic shifts have made brands more cautious with spending, emphasizing ROI and conversions over brand awareness.
AI transformation
AI adoption surged in 2024. 70% of marketers believe AI can outperform humans in key tasks, while 60% worry it could replace jobs. AI boosts influencer discovery, content personalization, and performance analytics.
Ad-free subscription models
Platforms like Meta and TikTok are exploring paid, ad-free versions in Europe, signaling a trend toward personalized, user-focused content models.
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State of Instagram
In the world of influencer marketing, Instagram is without a doubt the foremost leader. It’s where many niche influencers meet niche audiences, building a space for every community and interest.
>2.11B
monthly active users globally. This number is continually growing.
44.7%
of users are 25 to 34 years old, making Instagram the perfect platform to target this age group.
68%
of marketing specialists consider Instagram important for their influencer marketing campaigns.
76%
of Instagram influencers are nano-influencers with 1k-10k followers. They have the highest ER (2.19%) among all influencer tiers.
State of TikTok
TikTok, with over a billion users, is a top social media platform for short videos and trends. It has become a hub for influencers, brands, and creators looking to reach audiences in innovative ways.
>1.6B
monthly active users globally. This number is continually growing
2/3
of TikTok users are under 24 years old.
56%
of TikTok users are female and 63% of them are under 24 years old. This makes TikTok an ideal platform for brands or products with a young female audience.
87%
of TikTok influencers are nano-influencers with 1k-10k followers. They have the highest ER (11.9%) among all influencer tiers.
State of YouTube
YouTube remains central to influencer marketing, enabling impactful campaigns and long-term brand visibility, with content staying discoverable well beyond its release.
>2.7B
total monthly active users globally.
63%
of YouTube users are between 18 and 34 years old, making it ideal for targeting this age group.
56%
of marketers believe that YouTube videos are the most important content type for influencer marketing.
Influencer marketing market size will reach 31 billion by 2027
HypeAuditor optimistically projects the global influencer marketing market size to grow, fueled by accelerated adoption and technological advancements.
Social commerce expansion
The rapid integration of social commerce features across platforms like TikTok, Instagram, and YouTube is expected to enable seamless product purchases through influencer content.
Broader market participation
The democratization of influencer tools will attract small and medium-sized enterprises into the space, further expanding the market base.
Emerging market growth
Emerging markets, particularly in regions like Asia and Latin America, will also play a critical role as social media usage continues to rise.
2024 has set new records for influencer marketing and platform earnings
HypeAuditor reveals how influencer marketing and platform revenues are driving the content creator economy to new heights.
Influencer marketing market size
Projected at $19.8 billion, reflecting steady growth as brands continue to invest in influencer collaborations.
Creator economy market size
Goldman Sachs estimates that Creator Economy is $250 billion and will grow almost twice, to nearly $500 billion by 2027.
Global ad spending
According to WARC, global ad spending is projected to reach approximately $1 trillion in 2024. Influencer marketing accounts for 1.98% of the total global advertising market.
Instagram ad revenue
Leading platform with ad revenues reaching an impressive $71 billion, driven by features like Reels and social commerce.
TikTok ad revenue
Growing rapidly to $23 billion, fueled by its unique ad formats and high user engagement.
YouTube ad revenue
Generating $34 billion, leveraging its stronghold on long-form video and diverse content offerings.
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USA and Brazil lead global influencer marketing in 2024
The United States dominates Instagram influencer marketing with 22.7% of all sponsored posts, far ahead of other global markets, while Brazil leads with the highest number of influencers, totaling 3.8M and representing 15.8% of the global share.
44.7% of global Instagram users are in the 25-34 age range
HypeAuditor's data reveals that Instagram continues to be a platform dominated by younger audiences, maintaining its strong appeal among millennials.
Romantic relationships & entertainment dominate Instagram influencer topics
Romantic relationships lead as the top content category among Instagram influencers, followed closely by entertainment and shopping & fashion, reflecting diverse audience interests.
Sports and Outdoor topics get the highest Instagram engagement in 2024
Basketball, mountain adventures, and fitness content stand out with exceptional audience interaction, showcasing the power of niche communities.
Health-related topics surge on Instagram in 2024
Medicine, healthy food, and medical education lead as the fastest-growing niches, reflecting rising audience interest in wellness and healthcare content.
Nano-influencers lead Instagram with high engagement and audience connection
Nano-influencers, representing over 75% of Instagram creators, maintain stronger audience connections and the highest engagement rates, making them a key choice for brands seeking meaningful interactions.
Leading brands capturing attention on Instagram in 2024
Zara, Nike, and H&M top the list with millions of mentions and impressions, proving Instagram's strength for brand engagement.
Fast-fashion brands
Zara, Shein, and H&M dominate with high mentions and impressions, showcasing their effective use of social media influencers.
Retail giants
Amazon and Target leverage Instagram effectively, bridging ecommerce and lifestyle audiences.
Sports and activewear brands
Nike outshines Adidas in mentions and impressions, but both remain prominent players in influencer marketing.
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Cristiano Ronaldo stays on top as Instagram's most-followed account in 2024
Giveaway campaigns remain effective for rapid follower growth, as seen with accounts like Mr. Thank You and JJ Mobile World. However, low engagement rates raise concerns about audience quality and long-term value.
TikTok’s transformative year in 2024: key milestones and changes
From AI-powered content tools to social commerce growth and regulatory challenges, TikTok continues to evolve and reshape the digital landscape for influencers and brands.
Surging user growth
TikTok continues its expansion, boasting over 170 million U.S. users in 2024, with projections to exceed 200 million by 2027. This solidifies its position as one of the fastest-growing social platforms. 68% of adult Gen Z users are inclined to make purchases on TikTok, comparable to YouTube and just behind Instagram, making it a top advertising platform for marketers aiming to reach engaged audiences.
U.S. ban threat
A federal court upheld a law threatening to ban TikTok unless ByteDance divests ownership, prompting brands to diversify influencer marketing efforts across platforms to mitigate risks.
AI video tools
TikTok’s Symphony Creative Studio introduced AI tools, making trend-aligned video production easier, allowing brands and influencers to focus on creativity and strategy.
Social shopping boom
TikTok Shop achieved $100 million in sales on Black Friday 2024, showcasing its power as a social commerce giant and its influence on purchase decisions through direct influencer-driven sales.
Launch of TikTok minis
TikTok introduced mini-apps like food ordering and ticket booking, providing new integration opportunities for influencers to promote in-app services seamlessly.
TikTok’s audience is predominantly young in 2024
Over half of TikTok users are under 24, with women making up the majority, while engagement from older age groups remains limited.
Nano- and micro-influencers top TikTok with strong numbers and engagement
Nano-influencers account for 87.7% of TikTok creators and hold the highest engagement rate at 10.3%, while micro-influencers follow with 8% share and strong audience interaction, offering brands cost-effective campaign opportunities.
Top growing TikTok accounts showcase diverse strategies in 2024
From celebrities like Sabrina Carpenter to niche brands like Toyota Gazoo Racing, TikTok proves its versatility in driving audience growth and engagement across various categories.
Beauty and fashion brands shine on TikTok in 2024
Shein, Sephora, and Rare Beauty lead in mentions and influencer collaborations, while TikTok showcases its versatility with Walmart’s presence in the top 10.
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YouTube is mainly watched by young adults, especially males, in 2024
64% of YouTube users are aged 18–34, with males comprising 58.6%. Teenagers account for 14%, while users above 45 make up just 6.9% of the platform's audience.
Music, animation, and nano-influencers drive YouTube in 2024
Music & Dance (16.5%) and Animation (16.2%) are the top categories, while 69.4% of creators are Nano influencers, and 85.2% of channels average fewer than 10k views.
MrBeast leads YouTube growth with 117M new subscribers in 2024
StokesTwins follow with 75M subscribers and a 298% growth rate, while Cristiano Ronaldo surprises with third place, gaining 55M subscribers this year.
Sponsored YouTube video costs range from $60 to thousands in 2024
Prices vary by views, starting at $60 for 1k–10k views, up to $6,234 for 500k–1M views, and over $2,500 for 1M+. Additional factors include production complexity, audience location, and creator influence.
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Questions & Answers About the State of Influencer Marketing 2025
How can marketers benefit from the State of Influencer Marketing 2025?
Marketers can benefit greatly from our influencer marketing report for 2025 by gaining practical insights into the latest trends, strategies, and industry shifts. The report provides a clear understanding of where influencer marketing is headed and what to expect in the coming year. It also reflects on last year’s results, helping marketers fine-tune their strategies and align them with their goals for 2025.
By understanding which types of influencers, brands, and audience demographics are leading each platform, marketers can create a well-planned influencer campaign. This ensures their efforts are better targeted, generate stronger engagement, drive meaningful conversions, and support long-term growth.
How can small businesses benefit from influencer marketing?
Small businesses can achieve great results by working with micro- and nano-influencers who often have close, trusted relationships with their followers. They can be considered ideal influencers for small brands, as they are relatively affordable compared to other types of social media influencers. While their follower base may not be as large as influencers in higher tiers, they are perfect for reaching niche or local audiences, helping small brands build trust, boost awareness, and drive sales. With the right influencer, even a small budget can go a long way in delivering meaningful results.
What industries stand to gain the most from influencer marketing in 2025?
Fashion and beauty are still leading the way, but industries like tech, travel, and health and wellness are catching up fast. These industries are using influencer marketing to connect with specific, niche audiences through relatable and targeted campaigns.
How can marketers stay ahead of trends in influencer marketing?
To stay ahead, marketers should regularly consult industry reports like this to understand shifting dynamics and gain insights into emerging trends, as these reports often include internal data and insights that aren’t always easily accessible. Attending webinars and conferences is another valuable way to connect with experts and peers while staying updated on best practices and new developments in the industry.
Since AI has become a new influencer marketing trend, it’s important for marketers to familiarize themselves with AI tools. These tools can be incredibly useful for predicting trends and optimizing strategies, from identifying the right influencers to analyzing campaign performance. Additionally, experimenting with new formats like short-form videos, live shopping, or interactive content helps marketers adapt to evolving audience preferences and stay competitive.
How should brands face the challenges in influencer marketing efforts in 2025?
Brands can tackle influencer marketing challenges by focusing on data-driven strategies and using tools for influencer search and discovery. Using AI-powered platforms can help identify the right influencers, predict performance, and refine campaigns with detailed analytics reports. Combating influencer fraud is crucial, so investing in fraud detection tools is important to ensure authentic collaborations and protect budgets. Furthermore, tapping into trends like social commerce and collaborating with nano- and micro-influencers boosts authenticity and engagement while making campaigns more impactful and trustworthy.
