Uncertainty around TikTok and the economy is temporarily disrupting some brands’ influencer marketing plans. But the industry is bigger than TikTok, and creators are now a core part of media, marketing, and commerce strategies.

Key Question: How much should brands allocate to influencer marketing in 2025, and where should those budgets be spent?

Key Stat: US sponsored content spending will surpass $10 billion in 2025, per our forecast—one year earlier than we had previously predicted.