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Industry Landscape
The influencer marketing industry is rapidly evolving, driven by the rise of new platforms like TikTok Shop and increasing demand for authentic, data-driven campaigns. Brands are seeking measurable ROI and integrated strategies combining organic influencer content with paid social. Social commerce is a key growth area, with continued emphasis on global reach and localized expertise.
Total Assets Under Management (AUM)
Influencer Marketing Platform and Services Market Size in United States
~21.1 Billion USD
(29.9% CAGR)
- Growing brand investment in influencer marketing. - Rise of new social commerce features. - Increased focus on performance-based campaigns.
Total Addressable Market
21.1 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
AI-Powered Influencer Matching
AI and machine learning will enable more precise and predictive matching of brands with influencers, optimizing campaign performance and authenticity.
Generative AI Content Tools
AI will assist in generating creative content ideas, scripts, and even preliminary visual assets, streamlining content production workflows for influencers and brands.
Web3 & Decentralized Social Platforms
Blockchain-based platforms could offer new monetization models for creators and enhanced transparency and control over data for all parties, shifting power dynamics in the industry.
Impactful Policy Frameworks
FTC Endorsement Guides (2023 Update)
The Federal Trade Commission (FTC) provides guidelines for influencers and brands regarding disclosure of material connections with advertisers to ensure transparency to consumers.
This policy mandates clear and conspicuous disclosure of sponsored content, increasing compliance burdens for brands and agencies.
California Consumer Privacy Act (CCPA) and CPRA (2023)
The CCPA grants California consumers new rights regarding their personal information, including the right to know, delete, and opt-out of the sale of their data, with CPRA expanding these rights.
This regulation requires careful management of consumer data collected during campaigns, impacting data-driven targeting and analytics.
State-Level Child Online Safety Acts (e.g., Utah's SB152, 2023)
Several states are enacting laws to restrict minors' access to social media or impose age verification, impacting how platforms operate and how brands can target younger audiences.
These policies may restrict audience targeting and content strategies for campaigns aimed at or involving younger demographics.
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