- Nearly 68% of US marketers from companies with 100 or more employees will use influencer marketing in 2021.
- And influencer and other paid content will represent 20% of US agency and marketing professionals’ digital ad budgets in 2021.
Many marketers had long underestimated the value of creators in their marketing mix. That’s no longer the case. Most brands today have incorporated influencer marketing into their media plans, and many intend to allocate even more funds to the tactic this year.
According to our latest forecast, 67.9% of US marketers from companies with 100 or more employees will use influencer marketing in 2021, up from 62.3% last year. In 2022, that figure will rise to 72.5%.
“The pandemic has played a major role in driving wider adoption of influencer marketing,” said Jasmine Enberg, eMarketer senior analyst at Insider…