2025 soim – Linqia

2025 STATE OF INFLUENCER MARKETING REPORT

Budgets rise, the looming TikTok ban doesn’t scare most, CGC becomes the norm, and AOR partnerships soar.

We surveyed 200 US enterprise marketers, this report highlights how brands & agencies are investing, strategizing, & measuring success in influencer marketing.

Report Highlights:

• 66% of respondents said the potential ban has not caused them to pause or stop their TikTok efforts.
• 42% of brands executing influencer marketing said they have dedicated influencer teams leading those efforts.
• 31% of respondents said they are spending over $5M on influencer marketing in 2024.
• The majority of marketers are using influencer content beyond the feed, from CTV to DOOH.