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Explore our Research →The big answers: EMARKETER Daily quiz
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Dec 12, 2025
Out-of-home sports ads are turning viewers into talkers
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Dec 12, 2025
Fintech lenders can hide problems with consumer credit quality
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Dec 12, 2025
Fiserv is sued again for alleged security lapses
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Dec 12, 2025
The Home Depot builds a stronger foundation for creator partnerships
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Dec 12, 2025
AI, video, and broad skill sets define sea change in marketing job market
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Dec 12, 2025
SEO spending will drop as brands prioritize real-time social performance
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Dec 12, 2025
Epic antitrust suit could crack open the health data market
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Dec 12, 2025
YouTube Shorts expands ad tools to capture holiday spend
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Dec 12, 2025
Lululemon seeks leadership change as challenges mount
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Dec 12, 2025
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Learn More →Influencer Marketing Spending
by Company
by Platform
Source: EMARKETER Forecast, March 2025 - April 2025
Note: payments made by brands to creators or influencer to promote products and services on social media; excludes noncash payments such as free products or trips; excludes creator content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube); aka creator revenues from social media sponsored content
Additional Note: An influencer is an individual who can sway the brand preferences, buying decisions, and loyalty of a broader population. A creator is a person or entity that develops original content primarily for digital properties with the purpose of building and monetizing their audience. Examples include celebrities, public figures, YouTube/Instagram/TikTok creators, and subject matter thought leaders/experts.