For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: US influencer marketing spend will grow more than three times faster than social ad spend in 2023, and it will remain ahead through 2025, according to our forecast.

Beyond the chart:

• The Hollywood strikes have helped the creator economy stay healthy, as advertisers look outside of TV and creators branch into new revenue streams.
• Influencer marketing spend growth is highest on TikTok, but the category is also outpacing social ad revenue growth on every major social platform, according to our forecast.
• Social platforms are now reliant on creators, rather than the other way around, as creators’ options expand and include owned channels like blogs and newsletters.

Use this chart:

• Prioritize creator spend.
• Reconsider social strategy.

More like this:

• What the ‘death’ of social media means for advertisers, according to our forecast
• Authenticity drives Brooklinen’s paid social success
• 5 charts to help you craft your 2024 TikTok marketing and commerce strategies
• How retail media, influencer integration, and tech partnerships amplify affiliate marketing potential

More Chart of the Day:

• 9/6 - Retail media closes the deal
• 9/5 - Beauty researchers bypass department store
• 9/1 - Gen Z’s big grocery search
• 8/31 - Our Amazon power rankings
• 8/30 - TikTok's time takeover