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How Much Will We Spend on Influencer Marketing in 2024?

Post by
Abigail BloomKing
How Much Will We Spend on Influencer Marketing in 2024?

The year is 2024, and marketing has shifted from billboards and magazine spreads to the vibrant dance floor of social media. In this new digital arena, brands have found potent allies in influencer marketing – those with dedicated online followings who hold the power to sway purchase decisions and ignite trends. 

But as every marketer knows, success hinges on strategy, not just buzzwords. So, the burning question arises: how much will we spend on influencer marketing in 2024?

Like a skillfully curated Instagram feed, the answer is multifaceted and depends on various factors. But one thing's clear: the industry is set to experience explosive growth.  Read on to discover more about these influencer marketing stats.

Should you use a B2B influencer agency?  Book a free consultation here to see if this option meets your goals.

Overall influencer marketing stat

According to a recent report by Statista, global influencer marketing spending is projected to reach a staggering $35.09 billion in 2024, marking a significant increase from $13.8 billion in 2021. This surge reflects the growing recognition of influencer marketing's effectiveness in reaching targeted audiences, building brand loyalty, and boosting conversions.

But here's where things get interesting: only some market segments will grow simultaneously. Let's break down the spending predictions across different regions and platforms:

What is the regional influencer spending?

  • North America: This region remains the undisputed champion, with influencer marketing expenditures expected to reach a whopping $15.5 billion in 2024 (Statista, 2023).
  • Asia Pacific: This fast-growing region is hot on North America's heels, with spending projected to exceed $12.5 billion in the same year (Statista, 2023).
  • Europe: Europe continues to show strong traction, with spending estimated to reach $5.6 billion in 2024 (Statista, 2023).

What is influencer marketing spending by platform?

  • Instagram: The OG of influencer marketing maintains its throne, with spending expected to top $22.1 billion in 2024 (, 2024).
  • TikTok: The short-form video king is rapidly catching up, with spending forecast to reach $989 million in 2024 (, 2023).
  • YouTube: This established platform retains relevance, with spending projected to reach $962 million in 2024 (, 2023).

Spending on B2B influencer marketing

B2B influencer marketing is a rapidly growing segment of the overall influencer market, and there are plenty of interesting spending stats to delve into. Here are a few noteworthy ones:

B2B influencer market size

  • By 2025, the global B2B influencer marketing market is expected to reach $16.7 billion. (source: Influencer Marketing Hub, 2023)
  • U.S. spending on B2B influencer marketing will reach $7.2 billion in 2024. (source: Business Insider, 2023)

Growth rates

  • B2B influencer marketing spending is growing faster than the overall influencer marketing market. (source: MarketingCharts, 2023)
  • 67% of B2B marketers plan to increase their influencer marketing budgets in the next year. (source: Ascend2, 2023)

Types of B2B influencer spend

  • Micro-influencers are seeing a surge in popularity in B2B marketing, with 39% of budgets allocated to them. (source: Socialbakers, 2023)
  • Content creation remains a significant aspect of B2B influencer marketing budgets, with an average cost of $950 per 1,000 words. (source: Isoline Communications, 2023)

ROI and effectiveness

  • 72% of B2B marketers believe influencer marketing delivers better quality leads than other marketing channels. (source: Isoline Communications, 2023)
  • 56% of B2B marketers attribute increased brand awareness to influencer marketing campaigns. (source: Influencer Marketing Hub, 2023)

These stats paint a clear picture: B2B influencer marketing is booming, with budgets increasing significantly and brands recognizing its effectiveness in generating leads, building awareness, and achieving other key business goals.

Bonus stat

  • According to the Influencer Marketing Hub, 53% of B2B marketers find identifying and qualifying suitable influencers their biggest challenge. This highlights the importance of having a well-defined strategy and using the right tools and resources to discover the right partners.

Factors driving the explosive growth of influencers

  • Increased ROI: Studies show that influencer marketing delivers compelling returns on investment. A 2022 report by Influencer Marketing Hub indicated that for every dollar invested, brands earn $18 in earned media value, making it a lucrative marketing tool.
  • Shifting consumer behavior: Today's consumers are increasingly skeptical of traditional advertising and trust the recommendations of their peers. This shift in trust, coupled with the rise of social media, creates fertile ground for influencer marketing to flourish.
  • Evolving platforms: Social media platforms constantly innovate, introducing features like live-streaming and shoppable posts that perfectly complement influencer-driven campaigns.
  • Micro-influencer boom: Brands are embracing micro-influencers (those with 10k-50k followers) for their niche expertise and genuine engagement. This trend further expands the reach and potential of influencer marketing.

Essential considerations for your 2024 influencer marketing strategy

However, amidst the hype, it's crucial to approach influencer marketing with a data-driven mindset. Not all partnerships are created equal.

  • Focus on authenticity and brand alignment: Choose influencers who resonate with your brand values and target audience.
  • Prioritize data-driven decision-making: Track metrics like engagement, reach, and click-through rates to measure campaign effectiveness and optimize your approach.
  • Embrace platform-specific strategies: Tailor your content and engagement tactics to the specific nuances of each platform.
  • Don't underestimate micro-influencers: Their targeted reach and high engagement often make them valuable partners.

To conclude

Remember, influencer marketing is a marathon, not a sprint. Building long-term, mutually beneficial partnerships with the right influencers will yield the most impactful and sustainable results.

So, how much will we spend on influencer marketing in 2024? The answer is loud and clear: billions of dollars, fuelled by an increasingly engaged audience, evolving platforms, and the unwavering quest for authentic brand connections. It's an exciting time to be in the influencer marketing game, and brands that approach it strategically stand to reap immense rewards.

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