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We’ve seen a fair few studies of influencer marketing in our time, including many ‘influencer marketing is BRILLIANT’ reports commissioned by… influencer marketing companies! But eMarketer’s latest predictions are more independent, and perhaps thus give a more credible picture of how this marketing sector is growing.

“According to our inaugural forecast on US influencer marketing spending, the category will exceed $3 billion in 2021 and will surpass $4 billion next year,” claimed the research company, adding that these figures cover payments made to influencers, but not other benefits “such as free products or trips and paid media”.

Its report suggests that US spending on influencer marketing grew by 14.4% last year – slower than in previous years as marketing budgets wobbled in the Covid-19 pandemic – but expects the growth in 2021 to be 33.6%.

Image by Rawpixel.com / Shutterstock.com

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