Our newsletterVendor reportCreatorIQ, 2025
In 2025, 71% of organizations increased influencer marketing investment year over year
Budget allocation
71%
of organizations said their influencer marketing investment increased year over year
- Reader Note:
- This figure comes from CreatorIQ research in August 2025 using Sapio Research survey data. Respondents were asked, “Approximately‚ how much does your organization spend per year on influencer marketing in US dollars? Select one,” using budget bands. The report says 71% of organizations increased investment year over year, and 80% of enterprise organizations did. The comparison is based on harmonized budget bins because this year’s survey expanded the high-end answer choices beyond last year’s capped “Over $5M” category. The report also states the sample mix is similar year to year but not strictly matched, and new markets were added.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of 1,723 respondents: 747 brands, 676 agencies, and 300 creators across 17+ industries and 9+ regions, conducted by Sapio Research in July 2025, with additional CreatorIQ research in August 2025.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source says how much it looked at, but not how any of it was chosen.
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