The global influencer marketing industry will grow from $19.8B in 2024 to $31.2B by 2027, making up 4% of digital ad spend. The USA and Brazil lead in adoption, while nano influencers maintain the highest engagement despite mega influencers’ rising rates.
Influencer marketing is booming. In 2024, it stands at $19.8B, projected to hit $31.2B by 2027—a 57.5% increase. This sector is expected to take up 4% of digital ad spend, as brands invest more in influencer-driven campaigns. AI is transforming the space, helping brands track ROI, fight fraud, and optimize ad performance. Sponsored posts, user-generated content, and affiliate marketing remain the top collaboration models, making influencers a key part of digital strategy.
The USA and Brazil are leading the influencer marketing charge. In 2024, 23% of posts in the USA are sponsored, followed by 15% in Brazil. Both countries also account for 16% of all global influencers. India follows with 7% sponsored content and 8% of influencers. Meanwhile, Germany, Italy, and France stay below 3%, indicating slower adoption. Brands in top-performing markets are doubling their investment in influencer partnerships to increase engagement and boost sales.
While nano-influencers (1K-10K followers) still drive the highest engagement, mega-influencers are gaining ground. Engagement rates for mega influencers reaches only 40-70% of nano influencers’ performance on Instagram and TikTok respectively. On TikTok, nano influencers lead with an 11.9% engagement rate, but brands are finding value in mega creators with broader reach and rising interaction rates. Nano influencers remain key for trust and authenticity.
Will brands balance nano and mega influencers for better ROI?
Each week we select most important sector news and statistic
so that you can be up to speed
