U.S. influencer marketing spending will grow 14.2% to $9.29 billion in 2025, excluding paid media amplification and non-social media expenditures, according to new research by EMARKETER.

The findings also show that marketers are integrating creator partnerships more deeply into their core strategies, even as potential TikTok restrictions loom. EMARKETER notes that although a TikTok ban could have an impact, marketing spend on the platform represents just slightly lower than 20% of total U.S. influencer marketing spending.

Measurement Challenges Persist

About 20% of U.S. marketers remain hesitant to adopt influencer marketing due to measurement difficulties, according to EMARKETER analyst Jasmine Enberg. 

To address this, some brands are repurposing creator content as paid advertising to better track campaign performance and extend reach without additional creative costs.

AI tools are emerging to help marketers evaluate engagement quality and audience sentiment, moving beyond simple metrics like follower counts. These solutions aim to streamline partner selection and enable more granular creator segmentation.

Creators Shift to Sustainable Programming

The research reveals creators are pivoting away from viral content strategies toward more consistent, predictable programming formats, which helps them build stable cross-platform audiences and secure brand partnerships.

Predictable content schedules also position creators for intellectual property opportunities beyond social media. The December 2024 launch of MrBeast’s “Beast Games” on Amazon Prime Video demonstrates Hollywood’s growing interest in creator licensing deals as a way to attract viewers.

The findings suggest mid-tier creators with medium-sized audiences could see renewed relevance in 2025 as algorithmic feeds reduce the importance of follower counts in determining business outcomes. Local and niche creators are also expected to gain prominence as the market shifts.

Enberg notes that while micro- and nano-influencers have traditionally been associated with driving sales and larger creators with brand awareness, these distinctions are becoming less clear as the creator economy matures.

The research indicates that influencer marketing continues to expand beyond individual platforms, with Enberg stating, “The creator economy is much bigger than just TikTok.”