Influencer Marketing Stays Behind Other Online Ad Channels

This article is published in collaboration with Statista

by Katharina Buchholz

Influencer marketing is becoming an increasingly important tool, but still stays behind other digital advertising avenues. Data from Statista Market Insights shows that the market’s global volume is expected to surpass the 50-billion-dollar mark this year. This compares to more than $450 billion estimated to be spent on in-app ads, $390 billion spent on search advertising and almost $340 billion spent on social media advertising in general this year.

Influencer marketing is an ad strategy that uses opinion leaders with large social media followings to showcase brands. Influencers are paid to publish sponsored posts or branded placements. Companies use this type of online marketing to establish or expand a brand’s reach more quickly than using traditional means. Bloggers, journalists and celebrities also make suitable influencers.

According to a survey of Americans in late 2024 by IZEA, 77 percent said that they like marketing using influencers more than traditional advertising. The same number said they had used social media shopping platforms, while 41 percent said they searched Instagram before any big purchase.

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