Market Insights Advertising & Media Advertising

Influencer Advertising - United States

United States

Ad spending in the Influencer Advertising market in the United States is forecasted to reach €5.21bn in 2024.
The expected annual growth rate (CAGR 2024-2029) of 9.50% is anticipated to result in a market volume of €8.20bn by 2029.
The projected average ad spending per internet user in the Influencer Advertising market in the United States is €16.25 in 2024.
When compared globally, China is expected to lead in ad spending with €17,770.00m in 2024.
In the United States, the trend of leveraging influencer advertising to reach targeted audiences continues to dominate the ever-evolving landscape of the advertising market.

Key regions: Australia, Germany, France, Europe, United States

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Analyst Opinion

The Influencer Advertising market in United States has been experiencing significant growth in recent years.

Customer preferences: Customers in the United States have shown a strong preference for influencer advertising due to its effectiveness in reaching target audiences. Influencers are seen as trusted figures who can authentically promote products or services, leading to higher engagement and conversion rates. Additionally, customers appreciate the personal touch and relatability that influencers bring to their advertising campaigns. This has led to a surge in demand for influencer advertising in the United States.

Trends in the market: One of the key trends in the influencer advertising market in the United States is the rise of micro-influencers. These are individuals with smaller but highly engaged follower bases, often in niche markets. Brands are increasingly partnering with micro-influencers to tap into their dedicated fan bases and to create a more targeted and personalized advertising experience. This trend is driven by the desire to reach specific customer segments and to leverage the trust and authenticity that micro-influencers bring to their partnerships. Another trend in the market is the growing importance of video content. With the rise of platforms like YouTube and TikTok, video has become a dominant form of media consumption. Influencers are capitalizing on this trend by creating engaging video content that showcases products or services in a more dynamic and interactive way. Brands are recognizing the power of video in capturing customer attention and are investing more in video-based influencer advertising campaigns.

Local special circumstances: The United States has a highly developed influencer marketing ecosystem, with a large number of influencers across various industries and niches. This has created a competitive landscape where influencers vie for brand partnerships and brands carefully select influencers that align with their target audience and brand values. As a result, the influencer advertising market in the United States is characterized by a high level of professionalism and sophistication.

Underlying macroeconomic factors: The growth of the influencer advertising market in the United States can be attributed to several macroeconomic factors. Firstly, the strong economy and high consumer spending power in the United States have created a favorable environment for brands to invest in influencer advertising. Secondly, the widespread use of social media and the increasing adoption of digital technologies have made it easier for brands to identify and collaborate with influencers. Finally, the shift in consumer behavior towards online shopping has fueled the demand for influencer advertising as brands seek to reach customers where they spend most of their time - on social media platforms. In conclusion, the influencer advertising market in the United States is thriving due to customer preferences for authentic and relatable advertising, the rise of micro-influencers and video content, the competitive influencer marketing landscape, and favorable macroeconomic factors. As the market continues to evolve, brands and influencers will need to stay ahead of the trends and find innovative ways to engage with customers in an increasingly crowded and dynamic digital landscape.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.