Influencer share of marketing budgets 2025| ��ƽ��

Share of marketing budgets spent on influencer marketing according to marketers and industry leaders worldwide as of January 2025

Characteristic	Share of respondents
Less than 5%	5.1%
5-10%	12.7%
10-15%	14.4%
15-20%	11.9%
20-25%	9.7%
25-30%	6.8%
30-35%	6.8%
35-40%	8.1%
40-45%	6.8%
45-50%	7.2%
50+%	11.9%

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Release date

January 2025

More information

Region

Worldwide

Survey time period

as of January 2025

Number of respondents

415 respondents

Special properties

among marketers and industry leaders

Supplementary notes

The source does not provide information about survey date. The date provided is the publication date. Further specifics of survey methodology can be found .

Citation formats

During a global 2025 survey among marketers and industry leaders, 14.4 percent of respondents stated they invested 10 to 15 percent of their marketing budget into influencer marketing. Nearly 12 percent of respondents devoted more than 50 percent to this type of digital marketing activity.

The state of influencer marketing

As social platform users continue to rise in recent years, influencer marketing has become an essential format of digital campaigns. Marketers have used this channel to increase brand awareness. Influencer marketing's value worldwide was estimated at over 24 billion U.S. dollars in 2024, compared to nearly 10 billion in 2020. Furthermore, the global influencer marketing platform market size amounted to 15.2 billion dollars in 2022 and was projected to surpass 22 billion dollars in 2025.

The epicenter of influencer marketing: Instagram

In the spring of 2024, Instagram ranked third among the biggest social media platforms, with roughly two billion monthly active users. With such an impressive user base, the Meta-owned social network proves to be the perfect spot for creators and marketers alike.