The global influencer marketing platform market size was valued at USD 14.27 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 33.0% from 2023 to 2030.It can be credited to the shifting inclination of brands from traditional celebrities to online influencers to endorse their products. Influencer marketing is gradually becoming indispensable to mainstream branding strategies across organizations. It is an amalgamation of conventional celebrity endorsements and content-driven marketing strategies.
The increased application of the Internet for advertisements has significantly transformed the business models of various companies and has provided marketers with new means to reach target audiences. Such promotional activities allow marketers to provide personalized advertisements, enhancing the customer experience. Social media platforms, including Instagram, Meta (Facebook), Pinterest, and YouTube, have gained massive traction for marketing. These new ways of branding and promotion are expected to enhance the influencer marketing platform market outlook in the subsequent years.
The influencer marketing platforms gained immense popularity during the COVID-19 pandemic. The government-mandated lockdown restrictions forced the production houses and advertisement agencies to halt the scheduled advertisement shootings, urging the companies to resort to alternate promotion methods. The increased social media usage during the lockdown also encouraged the adoption of influencer marketing. This trend is expected to continue even after the pandemic.
Search & discovery held the largest market share of 34.0% in 2022 due to increasing collaborations between brands and influencers for a particular campaign. The search and discovery solutions help companies find the appropriate brand ambassadors using audience demographics, performance, and effectiveness of content. For instance, HypeAuditor provides search and discovery features for social media platforms like TikTok, Instagram, and YouTube.
The influencer management segment is projected to register the fastest CAGR of 36.5% over the forecast period. Social media platforms have witnessed exponential growth owing to the increased number of smartphones, thus increasing the number of influencers and their potential reach. Effective influencer management is essential to identify the right influencers, establish partnerships, and manage campaigns across various platforms.
The analytics and reporting segment is expected to register substantial gains over the upcoming years owing to the rising need among companies to analyze the critical factors of promotion campaigns, campaign effectiveness, content penetration, and engagement of influencers. These factors allow companies to change the content as per their requirements. For instance, Smartfluence is a renowned predictive analytics services provider that enables clients to address the potential risks in influencer campaigns.
The large enterprises segment dominated the market with the highest revenue share of 75.3% in 2022, owing to the increasing demand for effective and cost-effective marketing strategies. Several large-scale organizations restricted their business activities during the pandemic. It subsequently reduced their advertising budget, creating the demand for newer promotion tools and leveraging the internet as a primary marketing channel. Moreover, these enterprises have a considerable social media following, which can help them increase engagement through influencers and develop effective business relations.
On the other hand, the SME segment is expected to grow at the fastest CAGR of 35.2% over the forecast period. The growth can be credited to the increasing collaboration of these companies with micro-and nano-influencers to create brand awareness and bring traffic to their website at affordable prices. For instance, in April 2022, a prominent influencer marketing platform Mavrck announced to collaborate with a leading social media marketing and commerce platform for small businesses and creators later.
Fashion and lifestyle dominated the market, with the highest revenue share of 32.0% in 2022. It can be ascribed to the increasing adoption of influencer marketing to meet the rising need for high-end lifestyle and fashion brands to be more approachable to people. Various fashion companies employ influencers to advertise new clothes and accessories, keeping people up-to-date with the latest fashion trends.
The sports & fitness segment is expected to witness a significant CAGR of 35.7%. Sports and fitness are highly visual and experiential fields. Influencer marketing platforms offer a medium for brands to showcase their products, equipment, apparel, and experiences through captivating and engaging content. Influencer marketing platforms enable brands to reach a wider audience, amplify their message, and enhance brand visibility through visually appealing and immersive content.
The food and entertainment segment held a significant revenue share in 2022, considering the increasing demand for new and diverse entertainment forms such as Over-The-Top (OTT) platforms, mobile game tournaments, online music events, etc. This significant rise in screen time during the pandemic allowed food and entertainment companies to implement influencer marketing to promote new online content and events.
North America dominated the market with the largest revenue share of 30.3% in 2022. It can be mainly attributed to the increased consumer engagement in social media and OTT platforms in the U.S., especially during the pandemic, as people practiced social isolation. It, in turn, allowed corporations to use influencer marketing to promote their products and services. Besides, the presence of a skilled workforce engaged in platform development, digital marketing, and AI-based analytics in the region also favors market growth.
The Asia Pacific is expected to grow at the fastest CAGR of 36.5% during the forecast period. The Asia Pacific region has witnessed a surge in e-commerce activities, driven by increasing smartphone adoption, improved internet connectivity, and changing consumer behavior. Influencer marketing platforms offer brands the opportunity to leverage the influence of popular social media personalities to promote products and drive sales in the thriving e-commerce market.
Europe is anticipated to grow by a significant CAGR of 31.9% over the forecast period, with the increased adoption of branding practices by prominent fashion brands such as Chanel, Christian Dior SE, and Versace. These brands focus on increasing their market penetration and capturing an extensive customer base through micro-and nano-influencers. Moreover, the ongoing deployment of automated systems in the Nordic countries, helping them find influencers and buy traffic, further contributes to market growth.
Many industry players in the market focus on diversifying and enhancing their services. It has helped companies provide more detailed insights to clients and marketers regarding product sales, helping them make data-driven decisions. For instance, in June 2021, Marriott International, Inc. incorporated the services of Upfluence Inc. to enhance their influencer discovery, marketing, and tracking of their global campaign.
In June 2023, AnyMind Group launched Social Hack, a comprehensive commerce enablement company. This new service-based solution enables enterprises to leverage platform integrations between AnyMind Group's diverse proprietary platforms and popular social media platforms like TikTok and Instagram. The primary focus of Social Hack is to empower businesses in influencer marketing, social commerce, and live commerce by facilitating seamless connections and collaborations. Through this innovative service, enterprises can tap into the potential of social media platforms and maximize their marketing efforts while utilizing AnyMind Group's expertise in commerce enablement.
In May 2023, FINTroop, the leading influencer management platform by Dot Media, a creative martech startup, was launched. FINTroop's primary goal is to convey brand messages most innovatively and imaginatively possible. It strives to strike a perfect harmony between the creative freedom of content creators and the core values and principles of brands within the financial ecosystem.
In January 2023, Affluence Hub introduced two exciting new features to enhance its influencer marketing platform. The first is a campaign tracker tool, which provides brands with in-depth insights and analytics to monitor the performance of influencer campaigns. This tool enables brands to track key metrics, measure their return on investment (ROI), and optimize their marketing strategies for better results. The second feature is instant payment for influencers, ensuring they receive their earnings immediately after completing campaign requirements. This seamless payment system aims to simplify the payment process, providing influencers with timely compensation for their work and ultimately enhancing their overall experience.
Market size value in 2023
USD 19.43 billion
Revenue forecast 2030
USD 143.10 billion
CAGR of 33.0% from 2023 to 2030
Base year for estimation
2017 - 2021
2023 - 2030
Revenue in USD million and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Application, organization size, end use, region
North America; Europe; Asia Pacific; Latin America; Middle East & Africa
U.S.; Canada; U.K.; Germany; France; Japan; China; India; Australia; South Korea; Brazil; Mexico; Saudi Arabia; South Africa; UAE
Key companies profiled
Speakr; Upfluence; Aspire; Grapevine; Mavrck; Klear, a Meltwater Offering; NEOREACH; Traackr, Inc.; Webfluential.com; Hypetap
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global influencer marketing platform market report on the basis of application, organization size, end use, and region:
Application Outlook (Revenue in USD Million, 2017 - 2030)
Search & Discovery
Analytics & Reporting
Organization Size Outlook (Revenue in USD Million, 2017 - 2030)
End Use Outlook (Revenue in USD Million, 2017 - 2030)
Food & Entertainment
Sports & Fitness
Travel & Holiday
Fashion & Lifestyle
Regional Outlook (Revenue in USD Million, 2017 - 2030)
Middle East & Africa
b. The global influencer marketing platform market size was estimated at USD 14.27 billion in 2022 and is expected to reach USD 19.43 billion in 2023.
b. The global influencer marketing platform market is expected to grow at a compound annual growth rate of 33.0% from 2023 to 2030 to reach USD 143.10 billion by 2030.
b. The search and discovery application segment dominated the global influencer marketing platform market with a share of 33.96% in 2022. This is attributable to the rising demand from companies to collaborate with influencers to drive their digital advertising campaigns.
b. Some of the key players in the global influencer marketing platform market include Upfluence; Speakr Inc.; AspireIQ, Inc.; and Grapevine Logic Inc.
b. Key factors that are driving the influencer marketing platform market growth include technological disruptions in the influencer marketing industry and the advent of social media.
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