Influencer marketing continues to rise. According to a Statista survey, the global creator market is projected to generate US$33 billion in 2025, a figure almost triple the amount recorded in 2020 – when the segment generated around US$9.7 billion. The research shows that influencers are more than just a passing trend, having solidified their position as key pieces in advertising strategies, increasingly occupying space in brand budgets.
The explosion in the sector is a direct reflection of the digital transformation in consumer habits. Today, short videos, honest reviews, and emotional connection with creators hold more persuasive power than traditional advertising. The pandemic accelerated this shift, and since then, the sector has continued to grow.
Talent Director at Viral Nation and a specialist in the influencer marketing market for over ten years, Fábio Gonçalves explains that this expansion is driven by a combination of factors: "The internet has decentralized communication. People trust the people they follow more than institutional advertising. This means influencers have an increasingly important role, not just as promoters, but as brand builders, culture shapers, and behavior architects."
De acordo com o executivo, o boom financeiro também trouxe novos desafios: "Quanto mais dinheiro circula, maior a responsabilidade de todos os envolvidos. As marcas querem retorno e, por isso, o nível de exigência subiu. O influenciador precisa ir além do carisma e entregar dados, estratégia, consistência e profissionalismo. E isso só é possível com estrutura e responsabilidade. O público está cada vez mais exigente e sabe diferenciar quando determinada publicação está sendo realizada apenas pelo dinheiro".
Fabio also highlights that this movement is shaping a new generation of creators, better prepared to face work with a long-term vision: “Those who treat content as a business tend to stand out. Clarity on positioning, audience, differentiators, branding, and reputation is essential. The sector's growth is real, but the influencer's maturity needs to keep pace with this rhythm.”
To handle this new scenario, the role of agencies has become even more strategic. "At Viral Nation, our work goes far beyond placing ads. We help creators scale their digital presence based on data, purpose, and positioning. We work on personal brand development, relationships with major companies, and even financial education. We believe the future will be dominated by influencers who have structure, strategy, and responsibility – and that's what we're focused on to ensure they're prepared for this new era of influencer marketing."
METODOLOGIA
Lo studio è stato condotto da Statista, una delle principali piattaforme globali di dati di mercato. L'indagine monitora l'evoluzione annuale del valore gestito dall'industria del marketing di influenza a livello globale dal 2016. Le proiezioni per i prossimi anni si basano sulle tendenze degli investimenti pubblicitari, sulla crescita delle piattaforme social e sul volume delle transazioni nel settore. La ricerca completa è disponibile qui: https://www.statista.com/statistics/1092819/global-influencer-market-size
