In 2021, the US influencer marketing expenditure will reach 3.69 billion US dollars! Instagram accounts for the majority

It is learned that according to eMarketer's forecast, US influencer marketing spending will increase by 33.6% in 2021, nearly $1 billion more than in 2020, reaching $3.69 billion, and will be the strongest spending growth in the industry since 2019.

eMarketer says that by 2023, spending on influencer marketing campaigns in the U.S. will approach $5 billion and continue to grow at double-digit rates. It’s worth noting that eMarketer’s forecast does not include spending on paid media from influencers.

According to forecasts, Instagram is expected to capture approximately 50% of the influencer marketing market, with a large portion of spending also going to KOL marketing campaigns on YouTube and Facebook. TikTok remains a small but growing piece of KOL marketing spending.

According to the eMarketer report, nearly 66% of marketers in the United States worked with KOLs last year, an increase from 55.4% in 2019. At the same time, due to the impact of the COVID-19 pandemic, especially in early 2020, many marketers had to cut spending and budgets on KOL marketing activities, slowing the growth of the activity.

Editor ✎ Xiao Zhu/

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