인플루언서 광고 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the influencer advertising market size is expected to increase from USD 32.53 billion in 2025 to USD 39.03 billion in 2026 and reach USD 73.77 billion by 2031, growing at a CAGR of 13.58% over 2026-2031.

This report is Segmented by Campaign Type (Sponsored Content, Affiliate, Product Seeding and Gifting, and Brand Ambassador), Content Format (Video, Image, Live Streaming, Blog and Written, and Podcasts and Audio), End User (Fashion, Food, Electronics, Travel, Health, Automotive, Financial Services, Entertainment, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Influencer Advertising Market Trends and Insights

Rising Brand Demand for Authentic Creator-Led Content

The Influencer advertising market is benefiting from a steady change in how brands define effective communication, with creator content now treated as a core channel rather than a side experiment. CreatorIQ reported that a 2025 BCG consumer survey ranked influencers as the leading source shaping purchase decisions, ahead of online search, owned social content, traditional media, and word of mouth, which shows how strongly creator voices now affect buying behavior. This shift favors content that looks natural, is lightly produced, and feels close to the way people already use social platforms, which helps creators maintain stronger audience trust. LTK stated in 2025 that 70% of Gen Z and millennial consumers preferred mobile-first social shopping, with creators acting more as trusted guides than interruptive advertisers, which supports the growing role of creator-led recommendations in purchase journeys. Aspire also reported that brand ambassador programs delivered the highest ROI among campaign structures in 2025 despite low campaign volume, which shows that longer creator relationships can outperform one-off placements when brands need repeat trust and stronger conversion intent. As a result, the Influencer advertising market is seeing higher value flow toward creators who can hold audience confidence over time rather than only deliver a large top-line reach number.

Expansion Of Short-Form Video Monetization

The Influencer advertising market continues to gain momentum from short-form video because this format combines brand storytelling, product demonstration, and shopping behavior in the same viewing session. Gigapay reported that TikTok Shop gross merchandise value is projected to reach USD 112.2 billion in 2026, nearly double the 2025 level, which shows how quickly commerce-linked video is scaling around creator participation. The same source noted that TikTok and YouTube structured creator payouts in ways that support a steady flow of original video output, which gives advertisers a large and renewable supply of branded inventory. This matters because creators who earn from both platform programs and sponsorships can post more often, test more formats, and respond faster to brand briefs. That operating model helps the Influencer advertising market pull more spend toward formats that can carry both attention and action. It also raises the commercial importance of video-led buying paths compared with formats that stop at awareness.

Measurement Fragmentation across Walled Gardens

The biggest operational problem in the Influencer advertising market is that brands still struggle to compare results across platforms with a consistent set of definitions. IAB stated in January 2026 that major platforms continue to control their own view rules, impression logic, and conversion windows, which makes cross-platform ROI analysis difficult for advertisers trying to compare spend at scale. The same analysis outlined eight structural upgrades needed for finance-grade accountability, including common impression standards, better third-party verification, and clearer supply-path transparency across creator technology stacks. This gap explains why some large advertisers still limit creator budgets even when campaign-level engagement looks strong, because budget approval at enterprise scale depends on comparable evidence. Partial fixes such as promo codes, clean rooms, and first-party pixels help on specific campaigns, but they do not yet replace a broad measurement system that works across major platforms. Until the Influencer advertising market closes this reporting gap, the pace of budget migration from more standardized digital channels will remain restrained.

Other drivers and restraints analyzed in the detailed report include:

1. Shoppable Content and Social Commerce Integration
2. Performance-Based Influencer Budget Allocation
3. Rising Fraud, Fake Followers, and Engagement Manipulation

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Sponsored content campaigns held 48.27% of segment spend in 2025, which kept them as the largest campaign structure in the Influencer advertising market because they fit awareness goals across fast-moving consumer goods, fashion, and financial services. Their scale also reflects habit, because many brand teams already use sponsorship-based briefing models, pricing logic, and agency workflows that were built before conversion-led creator buying became common. That installed process matters because it slows rapid share shifts even when other campaign types grow faster and attract stronger attention from finance teams. Affiliate and performance campaigns are projected to grow at a 17.78% CAGR through 2031, which makes them the fastest-moving campaign category as advertisers seek clearer sales attribution and tighter payout discipline. This change is gradually moving the Influencer advertising market away from flat-fee exposure and toward structures that reward measurable outcomes.

Brand ambassador programs still play an important role because repeated creator relationships can deliver stronger commercial value than one-off activations when brands need trust and continuity. Product seeding and gifting also remain useful because they lower upfront campaign cost and help brands widen reach across many creators at once. Modash reported that 65.7% of influencer marketers prioritized gifting and seeding for brand awareness initiatives, which helps explain why this model remains active even as performance budgets rise. As campaign economics tighten, the Influencer advertising industry is likely to keep a mixed structure where sponsorship remains large, gifting supports scale, and affiliate models take a growing share of new spending. That balance reflects buyer demand for both upper-funnel visibility and lower-funnel accountability inside the same creator program.

Complete Report Scope:

• By Campaign Type
  • Sponsored Content Campaigns
  • Affiliate and Performance Campaigns
  • Product Seeding and Gifting Campaigns
  • Brand Ambassador Programs
• By Content Format
  • Video Content
  • Image-Based Content
  • Live Streaming Content
  • Blog and Written Content
  • Podcasts and Audio Shows
• By End User
  • Fashion, Apparel, and Beauty
  • Food and Beverage
  • Consumer Electronics
  • Travel and Hospitality
  • Health and Wellness
  • Automotive
  • Financial Services
  • Entertainment and Media
  • Other End User
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • Saudi Arabia
    • United Arab Emirates
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 35.44% share in 2025, which kept it as the largest regional component of the Influencer advertising market because advertiser tools, agency processes, and disclosure expectations are more established than in most other regions. The United States continues to anchor that position through high brand participation, stronger attribution infrastructure, and a deeper base of enterprise-grade creator platforms. FTC guidance on endorsements and influencer disclosures has also given brands and agencies a clearer operating framework, which reduces uncertainty when they scale creator programs across multiple campaigns. That clarity matters because large advertisers are more willing to commit budget when campaign rules are understood before activation rather than interpreted after the fact. It also supports more structured use of the Influencer advertising market size in planning decisions where brand teams need stronger accountability before releasing spend.

Asia-Pacific is projected to grow at a 16.22% CAGR through 2031, making it the fastest-growing region in the Influencer advertising market as mobile-first behavior and social commerce continue to converge. Japan's domestic influencer marketing market exceeded JPY 102.1 billion in 2025, which was equivalent to USD 672 million using the 2025 average exchange rate of JPY 152 per USD, and campaign activity on TikTok increased after TikTok Shop launched in Japan in 2025. India's influencer marketing market reached INR 3,000-3,500 crore in 2025, which was equivalent to USD 357-417 million using the 2025 average exchange rate of INR 84 per USD, and it is projected to reach INR 4,500-5,000 crore (USD 0.47-0.52 billion) by 2027 at a 22% CAGR. India's language mix also matters because 68.2% of active creators work in Hindi and 23.9% in regional languages, which expands access to Tier-2 and Tier-3 audiences that English-led strategies often miss. Across APAC, campaigns measured by sales and conversions rose from 28.24% in 2023 to 42.47% in 2025, which shows that the Influencer advertising market is becoming more accountable as commerce tools improve.

Europe remains a major part of the Influencer advertising market, with the United Kingdom showing especially strong buyer appetite and higher planned creator use than the broader regional average. Germany stands out because a larger share of brands still manage influencer work in-house and fewer rely on platform tools, which leaves room for vendors that can prove workflow savings and compliance support. The European Parliament Research Service also noted that the European Union operates through a layered set of platform, consumer protection, and national disclosure rules, which raises coordination needs for cross-border creator programs. The Middle East is emerging through luxury, tourism, and public-facing campaigns, while Africa remains earlier in development but continues to build mobile-first creator activity in markets such as South Africa, Nigeria, and Egypt.

1. CreatorIQ
2. AspireIQ, Inc.
3. Traackr, Inc.
4. GRIN Technologies Inc.
5. Upfluence Inc.
6. Captiv8 Inc.
7. Kolsquare SAS
8. Influencity
9. Bazaarvoice, Inc.
10. Meltwater
11. Sprout Social, Inc.
12. Stonecast Financial LLC (HypeAuditor)
13. Later
14. Onalytica Ltd.
15. IZEA Worldwide, Inc.
16. NeoReach Inc.
17. The Social Shepherd Ltd.
18. RewardStyle, Inc. d/b/a LTK
19. NoxInfluencer
20. Linqia, Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Rising Brand Demand for Authentic Creator-Led Storytelling
  • 4.2.2 Expansion of Short-Form Video Monetization
  • 4.2.3 Shoppable Content and Social Commerce Convergence
  • 4.2.4 Performance-Based Influencer Budget Allocation
  • 4.2.5 Growth of Creator Discovery and Workflow Platforms
  • 4.2.6 Higher Adoption of Cross-Platform Campaign Measurement
• 4.3 Market Restraints
  • 4.3.1 Measurement Fragmentation Across Walled-Garden Platforms
  • 4.3.2 Rising Fraud, Fake Followers, and Engagement Manipulation
  • 4.3.3 Regulatory Scrutiny on Endorsement Disclosure and Claims
  • 4.3.4 Brand Safety Risks From Unpredictable Creator Behavior
• 4.4 Industry Value Chain Analysis
• 4.5 Pricing Analysis
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Buyers
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Industry Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Campaign Type
  • 5.1.1 Sponsored Content Campaigns
  • 5.1.2 Affiliate and Performance Campaigns
  • 5.1.3 Product Seeding and Gifting Campaigns
  • 5.1.4 Brand Ambassador Programs
• 5.2 By Content Format
  • 5.2.1 Video Content
  • 5.2.2 Image-Based Content
  • 5.2.3 Live Streaming Content
  • 5.2.4 Blog and Written Content
  • 5.2.5 Podcasts and Audio Shows
• 5.3 By End User
  • 5.3.1 Fashion, Apparel, and Beauty
  • 5.3.2 Food and Beverage
  • 5.3.3 Consumer Electronics
  • 5.3.4 Travel and Hospitality
  • 5.3.5 Health and Wellness
  • 5.3.6 Automotive
  • 5.3.7 Financial Services
  • 5.3.8 Entertainment and Media
  • 5.3.9 Other End User
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 Saudi Arabia
    • 5.4.5.2 United Arab Emirates
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Vendor Positioning Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Products and Services, Recent Developments)
  • 6.4.1 CreatorIQ
  • 6.4.2 AspireIQ, Inc.
  • 6.4.3 Traackr, Inc.
  • 6.4.4 GRIN Technologies Inc.
  • 6.4.5 Upfluence Inc.
  • 6.4.6 Captiv8 Inc.
  • 6.4.7 Kolsquare SAS
  • 6.4.8 Influencity
  • 6.4.9 Bazaarvoice, Inc.
  • 6.4.10 Meltwater
  • 6.4.11 Sprout Social, Inc.
  • 6.4.12 Stonecast Financial LLC (HypeAuditor)
  • 6.4.13 Later
  • 6.4.14 Onalytica Ltd.
  • 6.4.15 IZEA Worldwide, Inc.
  • 6.4.16 NeoReach Inc.
  • 6.4.17 The Social Shepherd Ltd.
  • 6.4.18 RewardStyle, Inc. d/b/a LTK
  • 6.4.19 NoxInfluencer
  • 6.4.20 Linqia, Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-Need Assessment