Influencer marketing has evolved from a niche trend into a multi-billion dollar industry that is transforming how brands interact with their consumers. The report “Influencer Marketing Worldwide 2025″ by Statista offers a detailed overview of this rapidly growing phenomenon, highlighting key figures, regional trends, and new dynamics that are reshaping the digital landscape.
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How much has the global influencer marketing market grown?
According to Statista data, the global influencer marketing market has experienced exponential growth. In 2015, its value was just 1.7 billion dollars; by 2025, it is projected to reach 32.55 billion dollars, multiplying more than eighteen times in a decade. This figure reflects how influencers have become strategic partners for brands, bringing authenticity and closeness in communication with consumers.
In parallel, platforms specialized in influencer marketing have also seen considerable growth. From a market valued at 15.2 billion dollars in 2022, it is expected to reach 22.2 billion dollars by 2025, offering services such as campaign management, talent search, and results analysis.
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How many companies participate in influencer marketing?
The business ecosystem also shows even more notable expansion. In 2015, there were around 190 companies specialized in influencer marketing. By 2025, this number is expected to increase to approximately 7,000 companies. This growth reflects not only the demand for specialized services but also the consolidation of an industry that is diversifying rapidly.
Which sectors achieve the highest engagement in influencer marketing?
Not all industries experience the same success in their influencer marketing campaigns. The travel sector leads with an average engagement rate of 2.4%, followed by the beauty industry at 1.95%, and sports and fitness at 1.6%. Fashion also stands out with 1.53%, and education with 1.21%. These numbers highlight the effectiveness of personalized strategies for specific audiences.
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How do brands invest in influencer marketing?
According to the report, 14.4% of marketers allocate between 10% and 15% of their budgets to influencer strategies, while 12% allocate more than 50%. TikTok is positioned as the preferred platform, with 67% of marketers choosing their collaborators based on the number of followers.
Artificial intelligence in influencer marketing
Artificial intelligence (AI) is rapidly being integrated into influencer marketing strategies. 38% of marketing professionals already use AI to a limited extent, and 22.4% use it extensively. In total, 66% report significant improvements in their campaign results thanks to the incorporation of intelligent technologies.
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Who are the most successful content creators?
Among the highest-paid creators is MrBeast (Jimmy Donaldson) with annual earnings of 85 million dollars, followed by Matt Rife with 50 million and Dhar Mann with 45 million. Regarding platforms, Kick offers its creators a 95% revenue share, while Rumble distributes 100% of the earnings generated by subscription badges.
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How effective is influencer marketing on purchasing decisions?
60% of respondents consider influencers to be reliable sources of information about travel. In India and Indonesia, 88% of users trust influencers’ advice on fashion. Brazil stands out with 87% trust in creators’ recommendations. Additionally, consumers prefer reels and short videos (32%) over other formats such as recorded videos (26%).
The impact of influencer marketing on purchasing decisions is tangible. 44% of consumers in Brazil and South Africa have purchased products recommended by influencers. Among Generation Z, 53% have made purchases after watching review videos, and 45% have bought products from brands owned by influencers. Brazil leads in purchases made through influencer links, with 73%.
Which age groups are most impacted by influencer marketing?
Influencer marketing campaigns are mainly focused on young adults: 82% target consumers aged 20 to 29, while 77% target those aged 30 to 39.
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What are the regional differences in influencer marketing?
Western Europe
In Western Europe, marketers show a trend towards greater selectivity. In Spain, 61% of marketing professionals plan to be more demanding in selecting influencers. In Germany, 37% believe that influencer marketing will play a more relevant role in their advertising strategies. Additionally, an increase in sector regulation is anticipated, with 61% of Italians and 51% of French professionals in favor of more controls.
Latin America
In Latin America, growth is also notable. Advertising spending on influencers will increase from 999 million dollars in 2023 to 1.82 billion dollars by 2029. Brazil is the largest market in the region and expects a 63% increase, reaching 748 million dollars by 2029.
North America
In the United States, spending on influencer marketing reached 9.15 billion dollars in 2024 and is projected to exceed 10.5 billion in 2025. Canada also shows a positive trend, with the market estimated to reach 1.1 billion dollars by 2030.
Asia-Pacific
In the Asia-Pacific region, the Philippines stands out with 44.9% of social media users following influencers. In China, the preferred topics are film and television (39%), followed by nature (36%) and business and economy (36%).
