The creator economy continues to grow despite global economic challenges, and new research indicates its resilience to inflation and geopolitical tensions. 

A recent report by GlobalData predicts the sector will reach a value of $41 billion by 2030, highlighting the enduring strength of influencer-consumer relationships.

According to the company’s “Creator Economy” report, consumers’ engagement with influencers remains largely unaffected by economic pressures. 

The report suggests that social media users are likelier to cancel paid subscriptions, such as video streaming services, before reducing their interaction with influencers on free platforms.

“Unfavorable economic conditions will not significantly change an audience’s relationship with their favorite influencers,” GlobalData states. This stability provides a secure platform for influencers and brands to leverage their reach.

Supporting these findings, media monitoring company Meltwater reports in “2023 Influencer Marketing Hub” that 90% of marketers believe influencer marketing effectively encourages consumer spending. 

The company also reveals in its “State of Social Media” report that 40% of marketers currently use or plan to implement influencer marketing strategies in 2024.

Data from Influencer Marketing Hub further shows the effectiveness of influencer-driven campaigns. 

“The State of Influencer Marketing 2024: Benchmark Report” also notes that 90% of the 78.7 million active TikTok users in the U.S. open the app daily, demonstrating high user engagement.

Fast-fashion retailer Shein exemplifies the potential of influencer marketing, reporting over $2 billion in profit for 2023 despite ethical concerns. The company’s strategy included inviting influencers to tour its factories addressing consumer worries about working conditions.