HypeAuditor’s 2025 State of Influencer Marketing Report, showcases the latest trends across TikTok, Instagram, and YouTube.
Market Growth and Influencer Marketing Trends
The global influencer marketing industry is projected to grow from $19.8 billion in 2024 to $31.2 billion by 2027, driven by the increasing integration of AI, the expansion of social commerce, and brands’ preference for measurable, performance-based influencer campaigns.
Instagram: The Leading Platform for Influencer Marketing
- 9 out of 10 marketers continue to favor Instagram as their primary platform for influencer campaigns.
- Instagram Reels dominate, surpassing images and carousels in engagement, likes, and estimated reach.
- 35% of Instagram accounts experienced a decline in follower growth in 2024, making sustained engagement a challenge.
- The average Engagement Rate (ER) dropped to 1.59% in 2024, down from 1.85% in 2023, reflecting an industry-wide engagement decline.
- Top brands on Instagram in 2024: Zara, Nike, and H&M led in influencer collaborations and brand mentions.
TikTok: The Fastest-Growing Social Platform
- TikTok reached 1.6 billion monthly active users globally in 2024.
- Nano-influencers on TikTok have the highest engagement rate (ER) at 11.9%.
- Shein, Sephora, and Rare Beauty were the most-mentioned brands on TikTok, leveraging viral trends and influencer partnerships.
- Top-growing TikTok accounts include: Sabrina Carpenter, Billie Eilish, and MrBeast, who also led growth trends on Instagram and YouTube.
YouTube: Long-Form Content and Shorts Drive Engagement
- 2.7 billion monthly active users, maintaining its status as a leading influencer marketing platform.
- Short-form content on YouTube Shorts continues to drive high engagement, with brands leveraging its integrated shopping features.
- Top-growing YouTube channels: MrBeast, Stokes Twins, and Cristiano Ronaldo saw the highest subscriber growth in 2024.
The Fight Against Influencer Fraud
- Despite 42.7% of influencers being impacted by fraudulent activity, fraudulent engagements declined by 2.5% year-over-year for the third consecutive year.
- Macro and mega-influencers remain the most affected by fraud, requiring brands to adopt sophisticated fraud detection tools before launching campaigns.
Influencer marketing is now a core component of brand marketing strategies worldwide. While the industry faces challenges—such as fraudulent engagements and declining ER—AI advancements and strategic content creation continue to drive impactful campaigns. Brands must prioritize authenticity and engagement to maximize ROI.
– Alexander Frolov, CEO and Co-Founder, HypeAuditor
