10 Influencer Marketing Stats You Need to Know in 2025
What are the world’s leading brands and creators planning for 2025? We’re excited to unveil key insights from our latest benchmark report, The State of Influencer Marketing 2025. This year, we analyzed exclusive data from our platform and survey results from over 1,000 marketers and creators to gain insights into the ever-evolving influencer marketing industry.
In this blog, we’re spotlighting 10 of the most noteworthy statistics and insights that will shape how brands and creators collaborate in 2025. Keep reading and be sure to download the complete report for an in-depth look at what’s ahead in the world of influencer marketing.
71% of marketers plan to increase their influencer marketing budgets in 2025.
Brands are continuing to double down on their investments in influencer marketing, indicating the increasing value and effectiveness of this channel. However, the exact amounts they’re planning to invest vary significantly, reflecting the diversity in company sizes, revenue, and priorities of brands leveraging this channel.
Influencer marketing CPM has dropped 53% year-over-year.
Across all platforms, the average influencer marketing CPM in 2024 was $4.63, which reflects a 53% year-over-year decrease. This means brands are now reaching more than twice the audience for the same cost compared to last year — a crystal clear indication of influencer marketing’s growing cost efficiency.
81% of marketers say it’s important to continue running campaigns on TikTok, regardless of the ongoing bill.
In our November 2024 survey, 81% of marketers said it’s important to continue running campaigns on TikTok, even amid the looming ban. However, given the current status of the TikTok bill, now may not be the best time to pour all of your budget and time into TikTok campaigns.
Instead, brands should take a strategic, flexible approach by diversifying across multiple platforms, experimenting with new content formats, and building direct audience connections to stay adaptable — no matter what happens next.
62% of marketers already have, or are planning to, set up TikTok Shop to leverage the power of social commerce.
While only 17% of marketers currently use TikTok Shop, a growing 45% plan to hop on the social commerce bandwagon in 2025. If TikTok remains in the US (and continues to operate as it always has), brands need to set up TikTok Shop in order to maximize revenue. Even despite ongoing uncertainty around TikTok, sales on TikTok Shop are continuing to skyrocket. In fact, on January 19th alone, the platform saw nearly a $5 million week-over-week increase compared to January 12th.
YouTubers achieve a whopping 73% engagement rate on average.
In the era of short-form video, YouTube’s longer format is still incredibly popular among marketers, creators, and viewers alike. Our internal data shows that YouTubers garner nearly a 73% engagement rate on average, which is well above engagement metrics on other platforms.
Creators drove 71% more affiliate revenue year-over-year.
Affiliate marketing is also emerging as a top strategy among brands and creators, showcasing a shift in the influencer marketing space. Once dominated by pay-to-play deals, we’re now seeing a surge in revenue-sharing programs. With more brands and creators adopting this partnership model, Aspire saw a 71% year-over-year increase in direct, trackable affiliate revenue this year.
62% of creators say they prefer long-term partnerships over any other type of campaign.
By investing in lasting relationships with creators, you can create campaigns that feel more authentic and build trust with their audience (AKA your future customers).
Not to mention, according to our survey, brand ambassador programs delivered the highest ROI for brands compared to other kinds of campaigns — a strong testament to the power of building long-term relationships with creators.
61% of brands are primarily working with nano- and micro-influencers.
Our survey also revealed that a growing number of brands are leveraging creators with smaller followings for their relatable content, highly engaged audiences, and lower cost. This also showcases a bigger shift in the industry: marketers are focusing more on authenticity over follower count.
83% of creators are still willing to work on product-only campaigns.
A large majority of creators are still willing to work with brands for just free products, as long as they love the brand or the product value is high. That being said, it’s important that marketers compensate creators fairly for the time and effort they put into creating content. Avoiding influencer payment in the long run is unethical and can tarnish your brand’s reputation.
60% of marketers say influencer-generated content performs better than brand-directed content.
Influencer-generated content (IGC) is a powerful tool that brands can use across the entire buyer’s journey to drive awareness, engagement, and conversions. Because IGC is more engaging than studio-shot content, it’s a smart move to repurpose it across all of your branded channels, whether it’s your organic social channels, paid ads, email marketing, and more.
