Many creators are reporting a deal drought, even as marketers are increasing their influencer budgets. That’s because the dynamics of the influencer-brand deal landscape are evolving.
Most brands are increasing their influencer marketing budgets. Many creators say brand deals are drying up. Both are true: More money is flowing into influencer marketing, but new high-profile partnerships are harder than ever for creators to come by.
Key Question: How are the dynamics of influencer-brand deals evolving, and who’s winning and losing?
Key Stat: US marketer spending on sponsored content on social media will rise by 16% this year to $8.14 billion.
Key Report Features:
- 2 Exportable files for easy reading, analysis and sharing.
- 7 Charts: Reliable data in simple displays for presentations and quick decision making.
- 5 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- The era of influencer efficiency is here
- Demand for deals among creators is outpacing supply
- Brands are focused on the bottom line
- The creator middle class is hurting the most
- What does this mean for marketers and creators?
- Interviews
- Sources
- Media Gallery
Charts
- Brands Continue to Invest Heavily in Sponsored Content on Social Media, but Growth Is Slowing (billions in US sponsored content spending and % change, 2021-2025)
- Number of Paid US Creators, by Follower Count, July 2023 (millions and % of total)
- Brands Are Working With Fewer Influencers per Campaign Than Previously (% of US marketers activating influencers, by number of influencers per campaign, 2021 & 2023)
- Most Important Metrics for Influencer Campaigns According to Marketers Worldwide, Aug 2023 (% of respondents)
- Most Common Challenges Faced by US Creators Who Participate in Affiliate Marketing Programs, Oct 2023 (% of respondents)
- Most Common vs. Most Impactful Influencer Marketing Strategies According to Brand Marketers Worldwide, Aug 2023 (% of respondents)
- US Adults Who Have Purchased a Product From an Influencer-Founded Brand in the Past Year, by Generation, Nov 2023 (% of respondents)
Interviewed for This Report
- Permele Doyle - Billion Dollar Boy, Founder and President
- Yinon Horwitz - Uncapped, Founder and Creator
- Caroline Neagle - Independent Marketing Consultant
- Gigi Robinson - Entrepreneur and Creator, Hosts of Influence/@itsgigirobinson
- Meridith Valiando Rojas - Co-Founder, Free Electron
