US social media sponsored content revenue is projected to reach $10.52 billion in 2025, reflecting a 15% year-over-year growth. However, creator revenue growth is stalling due to market saturation, volatility in TikTok's performance, and economic uncertainties from trade disputes. Nevertheless, marketers are adapting by diversifying their influencer strategies and expanding brand partnerships into television and podcasts. This shift suggests an evolving landscape where investing in creator partnerships across multiple platforms becomes essential for leveraging new opportunities.
Creator revenue growth has slowed due to the maturation of the influencer market and external pressures like TikTok's volatility and ongoing trade fears, but opportunities remain.
As marketers increasingly diversify their strategies, they are expanding brand deals beyond social media into platforms like TV and podcasts, indicating a shift in influencer marketing.
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