Influencer Marketing Growth to Slow on TikTok Ban, Tariffs

Influencer marketing budgets are still expected to grow in the U.S., but the fate of TikTok’s future in the country, as well as economic uncertainty spurred by the Trump administration’s tariffs, could contribute to a slowdown in growth this year. 

Spending on U.S. influencer marketing is expected to rise 15% to $10.5 billion in 2025, representing a significant growth slowdown from last year, when spending rose nearly 24%, according to a new forecast from eMarketer. The data includes sponsorship deals with creators to promote products and services on social media and doesn’t include free products and trips or paid ads.