Key stat: US brands will spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion this year, according to a March EMARKETER forecast.

Beyond the chart:

• 54.7% of US brand marketers and agencies say proven higher ROI compared with other channels would be the top factor that would warrant an increased creator marketing budget, per a February survey by EMARKETER and Spotter.
• Marketers use influencer marketing to support business goals throughout the funnel, including brand awareness (66%) and revenue growth (55%), per a January Sprout Social survey.

Use this chart: Marketers can use this chart to justify bigger budgets for influencer partnerships and tools, while holding firm on high measurement standards that prove their ROI.

Related EMARKETER reports:

• How CMOs Use Influencer Marketing to Build Trust and Drive Revenue (EMARKETER subscription required)
• B2B Influencer Marketing (EMARKETER subscription required)

Note: An influencer is an individual who can sway the brand preferences, buying decisions, and loyalty of a broader population, regardless of follower count. Creators are people or entities that develop 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

Methodology: Estimates are based on the analysis of survey and tracking data from various research firms and industry-specific adoption trends of digital marketing tools.