How Big Is the Influencer Market | Trends & Analysis 2031

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Code: MTA6670

Publication Date: Jul 2025

How Big Is the Influencer Market?

According to 6Wresearch internal database and industry insights, the influencer market was valued at USD 22.8 billion in 2024 and is expected to exceed USD 48.3 billion by 2031, growing at a CAGR of 11.2%.

This expansion is fuelled by the shift in brand marketing budgets toward digital platforms and the rising trust in peer recommendations over traditional advertising. The surge of micro- and nano-influencers, the democratization of content creation, and improved performance tracking through AI and analytics tools are redefining how brands engage consumers in real time.

Growth Factors of the Influencer Market

Consumer demand for more personalized, relatable content on digital channels is growing.
The rise of short-form video and live commerce.
More marketing budget assigned by brands and marketers to influencer partnerships.
The ability to plan influencer marketing programs in niche and regional segments of the market.
An increasing number of marketers are using AI tools to evaluate campaign analytics and effectiveness.

Influencer Market Trends

The influencer market has shifted toward content strategies that focus on authenticity in regards to brand content strategy, which involves long-term partnerships with influencers and using storytelling versus only providing a one-time promotion with an influencer. Regional influencers are starting to become a commonality within marketing as consumers connect included their cultural background to the influencer as well. There is growing marketing interest in affiliate-based influencer models that create measurable ROI-based partnerships.

Emerging Developments in the Influencer Market

In the Influencer Market, Advanced discovery platforms are using artificial intelligence to evaluate the quality of engagement and relevance of an audience with respect to influencer participation and partnerships. There is more regulatory oversight surrounding paid promotions, and transparency is being sought out as part of the accountability process. All of these developments lead to influencers product launches - as a common monetization strategy within the influencer market. During 2023, the launch of phase one co-branded merchandise lines with influencers was noted.