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Influencer marketing spend is still growing by double digits in the US. We forecast it will increase by 16.0% to reach a total of $8.14 billion this year. YouTube, where users could go if TikTok is banned, will account for the greatest share of that spend (34.5%). Instagram will hold a 31.5% share, while Facebook鈥檚 share will be 12.8%. TikTok鈥檚 share of US influencer spend will be 17.2%.

Which platforms are Gen Z鈥檚 top choice for key social media activities? Our proprietary survey sheds light on how they spend their social media time.

More businesses engage with creators: $5 billion will be spent on influencer marketing this year, up more than $1 billion from 2021, in part driven by the return of travel and travel marketing.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.鈥�

Sponsored content will account for $8.14 billion in US creator revenues this year, up from $5.12 billion in 2021, per our March 2024 forecast.

P&G is spending more on influencer marketing and building virtual storefronts for Olay and other brands. That gives it more control over its brand messaging and more visibility on the platform. P&G is also taking advantage of price-conscious consumers鈥� propensity to use Douyin and other social platforms to comparison shop.

Overall US influencer marketing spend is growing, up 23.4% in 2023 over last year. TikTok鈥檚 US influencer marketing spend growth will slow from 94.6% last year to 35.5% in 2023, though it鈥檚 still the fastest-growing platform for creator spend. 滨苍蝉迟补驳谤补尘鈥檚 influencer spend growth will slow to 23.2% from 27.2% in 2022. But Instagram is still way in the lead.

Beyond the chart:锘� US TikTok influencer marketing spend will pass the $1 billion mark next year and make up 17.1% of influencer marketing spend. That鈥檚 a massive jump from just 2.3% in 2019.锘� The average going rate for TikTok feed posts is less than for YouTube or Instagram, according to Glewee.

TikTok Shop became available across the US last week. The social video platform has a lot to gain in retail and ad revenues, but it risks facing the same challenges Meta has had with social commerce on Instagram鈥攗sers' reluctance to actually complete purchases in app. But with sister app Douyin setting the blueprint for TikTok鈥檚 social commerce endeavors, the platform isn鈥檛 starting from scratch. Here鈥檚 a look at TikTok鈥檚 social commerce strategy and potential in five charts.

The potential payoff is considerable: Insider Intelligence projects US influencer marketing spend will hit $6.16 billion in 2023. AI Is Already Helping Publishers Increase Engagement. Two-thirds of media leaders worldwide said they鈥檝e at least tried AI for selecting and recommending stories, with more than a quarter doing so regularly, per a Reuters Institute survey.

While Meta, Google, Apple, and programmatic display are all investment areas for M&C Saatchi Performance, the agency is shaking up some approaches for 2024. 鈥淲e鈥檙e investing in all the tried-and-true performance basics,鈥� said Jonathan Yantz, managing partner at M&C Saatchi Performance. 鈥淏ut we鈥檙e most excited about the CTV [connected TV] and influencer/creator spaces, since both are so dynamic now.鈥�

Gen Z shoppers diverge from the general population in terms of where they find and buy products, consumers are still into influencer-driven ads, and live shopping hasn鈥檛 taken off yet. Here are five charts to help elevate your social commerce strategy.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.

US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.

Creators may be relying more on ad revenues, but US influencer marketing spending will grow faster over the next few years than ad spending, per our forecast. Use this chart:. Evaluate options for working with creators. Discover how the influencer landscape is changing. More like this:. What鈥檚 happening with TikTok Shop? The opportunity, the advantage, and the drawbacks.

More Chart of the Day:. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity.

On social media, younger shoppers are far more likely to trust brands and influencers, while older shoppers prefer retailers. Just 9% of baby boomers worldwide follow and buy from accounts run by influencers, compared with more than 40% of Gen Zers and millennials.

More Chart of the Day:. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023.

More Chart of the Day:. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. Methodology: Data is from the July 2023 SurveyMonkey report titled "State of Retail Report." 2,000 US adults ages 18+ were surveyed online during May 2023.

More Chart of the Day:. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart. 9/15 - Creator creativity. 9/14 - The fastest-growing industries by digital ad spending. 9/13 - Calling on mcommerce. Note: Credit card and loan accounts are excluded.

US influencer marketing spend will reach $8.14 billion this year, an increase of 16.0% YoY, per our March 2024 forecast. More than half of US brands and agencies (51%) are more focused on creator and influencer ads than they were in 2024, according to the Interactive Advertising Bureau (IAB).

TikTok鈥檚 downgrade to about $10 billion for 2022 puts revenue estimates more in line with our own, which have TikTok at $9.89 billion in ad revenues this year, up from $3.88 billion in 2021.