Statista projects the global influencer marketing industry will grow 36% between 2024 and 2025 to $33 billion

Content creators are driving growth for brands, particularly among Gen Z, who are more likely to make purchases based on what they see on social media. Big businesses are noticing it.

Statista projects the global influencer marketing industry will surge 36% from 2024 to 2025, reaching $33 billion.

Marketing experts say Gen Z prefers micro-influencers—those with 10,000 to 100,000 followers—over traditional advertising. 

Unilever’s new CEO, Fernando Fernandez, plans to recruit 20 times more influencers and raise the social media ad budget from 30% to 50%.

One of the Big Six ad agencies, Publicis Groupe, recently acquired top influencer marketing firms signaling disruption in the traditional advertising media.

Deloitte Digital notes this change comes amid shrinking ad budgets, with brands favoring cost-effective, direct content from creators over pricey TV commercials.

However, experts warn that controversial influencers can spark a backlash, making content strategy a delicate balance.