Influencer marketing on the rise across TikTok and other social platforms

With TikTok creators now deemed as prolific as many movie and TV stars, big brands are steadily upping their spend on influencer marketing.

It is believed that in 2025, budgets for influencer marketing specifically will rise to $33 billion across all industries. This increase is mainly being led by big brands that are keen to remain relevant and continue to compete against rising social stars.

What is Influencer Marketing and why is it so valuable?

Influencer marketing uses the profiles of celebrities and creators, aligning them with brands that compliment their target audience and demographic. While user-generated content is fast becoming a popular option for smaller brands looking to build organic reach and following, big brands with big budgets can afford the direct link to known names and profiles. 

Years’ worth of data shows just how powerful the right endorsement can be – with influencers able to tailor their content to appeal to their audience. 

The result? A huge boost in following and engagement, as well as reputation.

As we move further into 2025, it is believed that the spend on TikTok influencers will increase at a particularly high rate. Brands that want to stay relevant need to be seen in the hands and on the profiles of the right users and influencers.