Influencer Marketing Trends & Benchmarks: 
A Data-Driven Guide for 2025

The reality of influencer marketing in 2025

Influencer marketing benchmarks are changing rapidly as more brands move their ad dollars from traditional paid channels to creator-led tactics. To help you keep up, we analyzed 2,500+ campaigns and surveyed 214 U.S. senior marketers and 1,000+ creators to uncover what’s driving ROI in 2025—and how to build high-performing partnerships.

A look inside: Key stats & trends shaping 2025

• Influencer marketing spend will hit $32.55B in 2025, up from $24B in 2024

• Multi-platform campaigns outperform single-channel by a wide margin

• Nearly half of brands increased their influencer budgets by 11% or more this year

• AI is on the rise: 1 in 4 brands now use it to plan and price campaigns

• Nano & micro creators drive the highest engagement rates across the board

• Pinterest trends last 2x longer than other platforms

Use this report to:

• Learn exactly how top B2C marketing decision-makers are measuring and achieving ROI on influencers in today’s landscape

• See which platforms are actually delivering results and how to choose platforms based on your goals

• Benchmark your influencer marketing budget and build fair, results-driven creator programs

A deeper dive into the data

This report combines insights from two key sources:

Survey data from 214 U.S.-based marketing leaders actively using influencer marketing. We asked about their creator strategies, budgets, and marketing trends.

Payout and organic performance data from campaigns run through the Later platform. This includes average engagement rates, impression rates, CPMs, and CPEs across platforms, content types, brand industries, and creator tiers.