Brands are dedicating more of their influencer marketing budgets to paid media

Article by Emmy Liederman  |  Apr 9, 2025
Download
Brands are dedicating more of their influencer marketing budgets to paid media
Share
Topics
Social Media Marketing
United States
How Much of US Enterprise Marketers' Influencer Marketing Budget Is Dedicated to Organic vs. Paid Media Amplification? (% of respondents, 2023 & 2024)
E-Mail ChartDownload

Key stat: 38% of US enterprise marketers say the majority of their influencer marketing budget goes to paid amplification, up from 34% in 2023, per an October 2024 Linqia report.

Beyond the chart:

  • Social network ad spending will represent one quarter of all US ad spending in 2027, EMARKETER forecasts.
  • Over 9 in 10 US marketers who invest in creator marketing plan to promote their partnerships via retail media networks in 2025, per October 2024 data from LTK and Northwestern University.
  • Social media is the top paid content distribution channel for technology marketers worldwide, per a February Content Marketing Institute (CMI) report.

Use this chart: Marketers can use this chart to consider how they can organically reach an influencer’s audience while also investing in wider consumer outreach through paid media.

Methodology: Data is from the October 2024 Linqia report titled "2025 State of Influencer Marketing." 200 US brand and agency enterprise marketers were surveyed during July-September 2024.