Influencer marketing to reach US$31.2B by 2027: HypeAuditor

HypeAuditor has released its 2025 State of Influencer Marketing report, projecting the global influencer marketing industry to reach $31.2 billion by 2027 off the back of AI advancements, social commerce expansion, and data-driven influencer campaigns.

Instagram continues to be the platform of choice for marketers, with "9 out of 10 marketers still choosing Instagram as their primary platform." However, the platform's engagement rate has declined to 1.59%, indicating an industry-wide trend. Despite this, Instagram Reels are noted for outperforming static content in terms of engagement and reach. Leading brands such as Zara, Nike, and H&M were prominent in influencer collaborations on Instagram in 2024.

TikTok is highlighted as the "fastest-growing platform" with "1.6 billion monthly active users." Nano-influencers on TikTok are achieving an engagement rate of 11.9%, dominating the platform's engagement metrics. Brands like Shein, Sephora, and Rare Beauty were frequently mentioned on TikTok, while top-growing accounts include Sabrina Carpenter, Billie Eilish, and MrBeast.

YouTube maintains its status as a dominant marketing channel with "2.7 billion MAUs." The platform's engagement is being driven by YouTube Shorts, which now features integrated shopping capabilities. MrBeast, Stokes Twins, and Cristiano Ronaldo are among the fastest-growing channels on YouTube.

The report also addresses the issue of influencer fraud, noting that "42.7% of influencers were impacted by fraud in 2024." Despite this, fraudulent engagements have decreased by 2.5% year-over-year, attributed to advanced detection tools. Macro and mega-influencers are identified as the most affected by influencer fraud.