Influencer marketing continues to grow. According to a survey by Statista, the global creator market is expected to generate US$33 billion in 2025, a figure that represents almost triple the amount recorded in 2020, when the segment was worth around US$9,7 billion. The research shows that, more than a passing trend, influencers have established themselves as key players in advertising strategies, taking up more and more space in brands' budgets.
The boom in the sector is a direct reflection of the digital transformation in consumer habits. Today, short videos, sincere reviews and emotional closeness with creators have more persuasive power than traditional ads. The pandemic accelerated this change and, since then, the sector has continued to grow.
Talent Director at Viral Nation and an expert in the influencer marketing market for over ten years, Fabio Gonçalves explains that this expansion is driven by a combination of factors: “The internet has decentralized communication. People trust those they follow more than institutional advertising. This means that influencers play an increasingly important role, not only as promoters, but also as builders of brands, culture and behavior.”
According to the executive, the financial boom has also brought new challenges: “The more money circulates, the greater the responsibility of everyone involved. Brands want returns, and so the level of demand has increased. Influencers need to go beyond charisma and deliver data, strategy, consistency and professionalism. And this is only possible with structure and responsibility. The public is increasingly demanding and knows how to differentiate when a certain advertisement is being done just for the money.”
Fabio also highlights that this movement is shaping a new generation of creators, who are better prepared to approach their work with a long-term vision: “Those who treat content as a business tend to stand out. It is necessary to have clarity about positioning, audience, differences, branding and reputation. The growth of the sector is real, but the maturity of the influencer needs to keep up with this pace.”
To address this new scenario, the role of agencies has become even more strategic. “At Viral Nation, our work goes far beyond closing ads. We help creators scale their digital presence based on data, purpose and positioning. We work with personal brand development, relationships with large companies and even financial education. We believe that the future will be dominated by influencers who have structure, strategy and responsibility — and that is what we are focused on to ensure that they are ready for this new era of influencer marketing.”
METHODOLOGY
The study was conducted by Statista, one of the leading global market data platforms. The survey has tracked the annual evolution of the value generated by the influencer marketing industry on a global scale since 2016. Projections for the coming years are based on trends in advertising investment, growth of social platforms and transaction volume in the sector. The full research is available at: https://www.statista.com/statistics/1092819/global-influencer-market-size
