The U.S. revenues from social media sponsored content are projected to reach $10.52 billion in 2025, reflecting a notable 15.0% year-over-year increase. However, the growth of creator revenue is facing challenges due to market maturation and external economic pressures. Despite these challenges, opportunities persist with a shift towards longer-term brand partnerships that extend beyond social platforms to include television and podcasting. This shift creates a strong case for marketers to diversify their influencer strategies and invest in collaborative tools for partnerships across various media.
US revenues from social media sponsored content will reach $10.52 billion this year, marking a 15.0% YoY increase, per our March 2025 forecast.
While creator revenue growth has slowed due to maturation of the influencer market and recession fears, opportunities remain for marketers to diversify their strategies.
Brands are increasingly expanding their deals beyond social media to include platforms like TV and podcasts, highlighting a significant shift in influencer marketing.
The current landscape encourages marketers to invest in tools that facilitate creator partnerships and diversify influencer strategies across multiple platforms.
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