"By all appearances, influencer marketing is booming. The sector is projected to hit $32.6 billion in market size by the end of 2025, up from just $1.4 billion in 2014, according to Influencer Marketing Hub. The overall influencer industry is estimated to reach $480 billion by 2027, according to Goldman Sachs research. Yet even as budgets grow, consumers are showing signs of fatigue."
"A 2025 Business of Fashion and McKinsey survey found that 68% of shoppers are frustrated by the high volume of sponsored content on social media platforms, while 65% follow fewer fashion influencers than they did just a few years ago. Younger audiences in particular are tougher to reach, as Gen Z's attention span for ads averages just 1.3 seconds, according to a Yahoo and OMD Worldwide study."
Influencer marketing has grown rapidly, with market size projected at $32.6 billion by 2025 and the overall industry estimated to reach $480 billion by 2027. Consumers show increasing fatigue: 68% of shoppers report frustration with high volumes of sponsored content, and 65% follow fewer fashion influencers than before. Gen Z’s average ad attention span is 1.3 seconds, increasing pressure for authentic, fast-hitting content. Trust among U.S. Gen Z and millennials rose from 51% in 2019 to 61% in 2023, indicating that relatable voices solving real problems remain effective. Brands should prioritize nano- and micro-influencers for authenticity and engagement.
Read at Miami Herald
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