| While COVID-19 restrictions and social distancing measures initially put a strain on marketing budgets and halted influencer campaigns, these efforts have resumed, and influencer marketing spend in the US is expected to grow more than 12%—reaching a record-breaking $4.4 billion in 2022.
"The pandemic accelerated many new creator-driven social trends, including short video and social commerce. Marketers realize that influencers are their ticket to reach those audiences," said Jasmine Enberg, eMarketer senior analyst at Insider Intelligence.
"Continued improvements in branded content tools from the social platforms, combined with influencers' increasing role in lower-funnel marketing goals, will help drive more money into the influencer marketing space over the next few years," added Enberg. | |
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