2025年影响者营销报告：趋势与统计数据

2025InfluencerMarketingReport:TrendsandStatisticsforInfluencerMarketing,UGC,andtheCreatorEconomy Since2022,we’vemadeitourprioritytospotlightthetrendsandinsightsshapingtheinfluencermarketingscene,andourannualreporthasbecomeago-toresourceforbrandsandcreatorsalike. Backedbyfirst-partydatasourceddirectlyfromCollabstr’sextensiveinfluencermarketplace,thisyear’sreportanalyzesdatafrom40,000advertisersand100,000creators,collectedbetweenJanuary1, 2024,andDecember15, 2024. Here’sacloserlookathowtheinfluencereconomyhasgrownoverthepastyearandafewdata-backedpredictions. KeyHighlights Theinfluencermarketingindustryissettogrow12.12%to$22.2billionin2025Theglobalcreatoreconomyisprojectedtogrowfrom$191billionin2025to$528.39billionby2030,withanimpressive22.5%CAGR.Thenumberofuser-generatedcontent(UGC)creatorshassurgedby93%yearoveryear,reflectingthegrowingpowerofeverydayinfluencers.Brandsin2025spendaround$202perinfluencercollaboration,downfromthepreviousyear,attributedtoaninfluxofnewcreatorsinthemarket.Femalescontinuetodominateinfluencermarketing,holdinga70%shareofthemarket,underscoringtheirleadingroleinthespace.Malescreatorsarepaid$83 (40%)moreonaveragethanfemalecreators.AI-supportedcontentandAIinfluencersarebecomingatrendingtopic Summary Influencer Marketing Market Size in 2025 Size of the Creator Economy in 2025 Most Popular Platforms for Influencer Marketing in 2025 Which Platforms Have the Most Influencers? Top 10 Countries for Influencer Marketing Top 10 Industries with InfluencersTop 10 In-Demand Influencer NichesInfluencer Pricing in 2025Influencer Gender Breakdown in 2025UGC Statistics & Trends for 2025Influencer Marketing Predictions for 2025 InfluencerMarketingStatisticsfor2025 InfluencerMarketingMarketSizein2025 Statistaprojectstheinfluencermarketingmarketwillreach$22.2billionby2025.That’sapproximately12.12%from2024to2025.That’sslightlylessgrowthfrom2023to2024,whichwasapproximately13.9%. FindandHireInfluencers SearchInstagram,TikTok,andYouTubeinfluencers FindInfluencers SizeoftheCreatorEconomyin2025 From2024to2025,thecreatoreconomyisexpectedtogrowby22.50%. “Thisyear’slistshowsthatthecreatoreconomyisgrowingfast–andgrowingup,”saysStevenBertoni,AssistantManagingEditor,Forbes.AccordingtoBertoni, “Creatorsareharnessingtheirsocialinfluencetoevolvefromentertainerstoentrepreneursandbuildingtheirownbrands.Otherscontinuetojumpfromphonescreenstomainstreammedia.Andinanindustryoncebuiltonselfies,manyarebuildingstreaming studios.Theecosystemwillonlygetbiggerandmorepowerful.” OneexampleofthisevolutionisTikTokstarandcontentcreatorAddisonRae,whohasbuilthermainstreammediapopularitywithherdebutonthebigscreenin2021,amusiccareer,andanupcomingfilmwithRyanReynoldsin2025. Non-celebritycreatorshavealsojumpedonthebandwagon,diversifyingtheirincomestreamswithconsumergoodscompanies.ThebrandSourStrips,whichhasgenerated$20Minrevenuein2024,wascreatedbyMaxxChewning,whostartedhiscontentcareerasafitnessYouTuberamassingover300ksubscribers.Owingtohisloveforsourcandy,theideaforSourStripswasborn.Thebrand’ssuccesswassobigthatitwasrecentlyacquiredbyHershey’sforanundisclosedamount. Weexamined10,000collaborationsbetweeninfluencersandbrandstofindoutthepercentageofcampaignsonTikTok,Instagram,YouTube,anduser-generatedcontent(UGC). 42%ofinfluencercampaignsoccurredonInstagramin2024.TikTokisnext,with41%ofinfluencercampaignsoccurringontheplatform. DespiteTikTokbeingarelativelynewplatform,it’salreadygrownauserbasealmostequivalenttoInstagram.TikTokisexpectedtoreach1.8billionmonthlyactiveusersbytheendof2024,whileInstagramalreadyhas2billionmonthlyactiveusersbythesametime. WhilemanybrandsstillperceiveTikTokasaplatformdominatedbyyounger,lessaffluentaudiences,thedatatellsadifferentstory.In2024,moremillennialsareactivelyusingTikTok,with30%ofU.S.TikTokusersfallingintothe25-34agerange.Infact, 55%ofTikTokusersareunder30,demonstratingthattheplatformattractsamorematureanddiverseaudiencethanitsearlyreputationsuggests.ThisshiftindicatesthatTikTokisnolongerjustaGenZterritory.It'sbecomingakeyplatformforengagingmillennialaudienceswithdisposableincome,makingitaviableadvertisingchannelforbrandstargetingthisdemographic. UGCmarketsharealsogrewthisyear,with15%ofinfluencercollaborationsbeingUGCcampaigns.Thisshowsgrowingneedfornon-brandedcontent. WhichPlatformsHavetheMostInfluencers? Weanalyzed262,000influencerpackagesonCollabstrtodeterminewhereinfluencersaremostopentoinfluencermarketingwithbrands: Accordingtorecentdata,79%ofmarketersfeelthatInstagramisthebestplatformforreapingthebenefitsofinfluencer marketing.Itsmassiveuserbaseandfeaturesdesignedforbrandedcollaborationsmakeitago-toforreachingawideaudience.Atthesametime,user-generatedcontent(UGC)isstealingthespotlightacrossplatforms–accordingtoBIllo,93%ofmarketerswhouseUGCsayitoutperformstraditionalbrandedcontent.Consumersagree,with6in10believingUGCfeelsmoreauthenticthananyotherformofmarketing. TikTokisoftenperceivedasaplatformprimarilyforGenZusers.However,withover1.8billionmonthlyactiveusersasof2024,itsuse