U.S. brands are expected to allocate $13.7 billion for influencer marketing by 2027, but competition has outstripped available budgets, especially impacting mid-tier creators. This group, with followings of 50,000 to 500,000, faces challenges in securing brand partnerships as brands prioritize highly in-demand creators. In response, marketers are increasingly seeking niche influencers while pressing for clear returns on investment. Current economic pressures exacerbate these trends, encouraging brands to focus their budgets on nano and micro-influencers rather than mid-range creators, leading to a pronounced imbalance in the creator economy.
"There's almost no middle class anymore. It goes to the really in-demand creators. The brands, if they are going to spend, are going after those."
"More than 1.5 million Americans work full-time as digital creators - a 7.5x growth rate since 2020, according to recent research from the Interactive Advertising Bureau (IAB)."
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