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Year-over-Year Influencer Marketing Trends

Influencer marketing has become the cornerstone of many successful brand strategies—just look at how brands are using creators to keep their Big Game campaigns alive well past game day. 

With social media constantly shifting, it’s important to track trends over time to gain a full picture of what’s changing, where marketers are spending their budgets, and how they’re approaching influencer strategies. To help support your upcoming campaigns, we evaluated over 200 campaigns to see what’s changing.

In short, we discovered:

  • Investment in influencer marketing continues to grow—our campaign volume increased by 39%.
  • Despite the impending ban, TikTok campaigns doubled.
  • Influencers are being paid more—micro saw a 13% boost and mega saw 3%.
  • Nearly half of all influencer campaigns (49%) integrate paid media amplification, with brands allocating an average of 37% of their budgets to maximize reach and impact.
  • Looking forward, we anticipate the popularity of “on the street” content continuing to grow. We’ve already completed double the number of campaigns than in all of last year, and we’re only halfway through Q1.

There’s always more to uncover in influencer marketing, and we’re here to help. Have questions or want to discuss your next move? Reach out—we’d love to chat!

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