According to The State Of Influencer Marketing Report, Fashion & Beauty is the most popular vertical for influencer marketing, with at least 21.6% using it as part of their core strategy. The top ten most
mentioned fashion brands by influencers are Zara, Shein, H&M, NA-KD, Pretty Little Thing, and ASOS. Gaming closely follows in terms of popularity, with 11.9% of brands investing more in their influencer marketing efforts.
11. Investment in influencer marketing is decreasing due to economic uncertainties
More brands and marketers are coming to realize the incredible results that influencer marketing can produce. But while whatsapp data 76% of marketers plan to dedicate a budget to influencer marketing in 2025, it’s a
10% decrease from the previous year which Influencer Marketing Hub believes is down to economic uncertainties and heightened scrutiny on ROI.
This change could highlight how influencer marketing is transitioning from tactical, campaign-based activities to a strategic discipline that requires a larger share of overall marketing budgets.
12. The influencer marketing industry is expected to hit $32bn by 2025
As an industry, influencer marketing has expanded exponentially over the past few years. By the end of 2025, the influencer marketing industry is projected to reach $32.55 billion, up from $21.1 billion in 2023 making a good employee experience better according to Influencer Marketing Hub’s benchmark report as the industry witnesses massive growth and becomes a more effective marketplace.
This growth means more widespread use and will require marketers to evolve their approach to influencer marketing in the way campaigns are measured, create analytics to scale campaigns and look at how to manage relationships between brands and influencers.
13. Most marketers with an influencer marketing program work with a pool of content creators
According to global seo work Meltwater’s State of Social Media Report, most marketers like to work with a small pool of between one and 10 influencers within their industry or niche. In addition, nano-influencers accounted for 76% of Instagram’s influencer base in 2024 reported Influencer Marketing Hub.