Major Brands Are Shifting Budgets Towards Influencer Marketing

Overview

• Influencer-led content is now a top priority for advertisers in 2025
• Learn about how big brands plan on using influencer marketing in 2025 
• House of Marketers insights 

The global influencer marketing industry is on a steep upward trajectory, and big brands are taking note. According to Statista, the space is projected to grow 36% year-over-year, reaching $33 billion by the end of 2025.

Source: Statista

The message is clear: influencer marketing is no longer a side tactic. It’s becoming the heart of social-first strategy.

Let’s break down what’s driving this shift, where marketers are reallocating budgets, and how influencers are reshaping brand-consumer relationships.

Influencer Marketing Is Becoming a Budget Priority

As budgets shift, the data reveals a new reality: advertisers are following the content formats people engage with.

In 2024 alone, brands increased their investment in influencer marketing partnerships by 49%, according to Deloitte. Content creators now command 25% of social media marketing budgets on average — more than any other tactic.

For context, this year marks the first time ad revenue from user-generated content will surpass revenue from professionally produced media, as confirmed by WPP Media’s global president of business intelligence, Kate Scott-Dawkins. That shift is a watershed moment for digital advertising — one where creator-led storytelling is outperforming legacy media formats

So, how are leading global brands responding to this shift? They’re not just increasing budgets — they’re transforming strategy from the ground up.

Companies like Unilever are making influencer marketing central to their strategy. Under the leadership of new CEO Fernando Fernandez, the brand plans to hire 20 times more influencers and allocate up to 50% of its total ad budget to social media — up from 30% previously.

Why the pivot? “Consumers are suspicious of corporate branding,” Fernandez explained. Influencers, on the other hand, bring an authenticity that traditional channels struggle to replicate.

As Oliver Lewis, CEO of The Fifth, puts it: “What used to be seen as a bolt-on is now right at the center.”

Influencer Marketing Is Becoming Common Across Industries

While beauty and fashion paved the way, the movement has quickly expanded beyond its original niche.

Consumer goods companies are now ramping up influencer partnerships too. Amid economic turbulence, these brands are leveraging influencers to position their products as premium, without the production costs of traditional media like TV.

Why Influencer Marketing Works Best With Gen Z?

But the real engine behind this boom? A generation that values authenticity above all: Gen Z.

The appeal is personal. Influencer content feels relevant and real, according to Sprout Social’s CMO Scott Morris — especially compared to polished brand campaigns. It’s an emotional connection that Gen Z responds to.

With $450 billion in spending power, Gen Z are especially influenced by micro-influencers (10K–100K followers) who speak their language. 

And as Gen Z continues to shape consumer behavior, their preferences are influencing platform design, particularly when it comes to shopping. As we see in social e-commerce is becoming more mainstream with platforms like TikTok Shop integrating seamless purchasing. Influencers are playing a bigger role in driving conversions. The flexibility of influencer marketing makes it attractive. Campaigns can be quickly tested, tweaked, or paused, offering a feedback loop that traditional channels can’t match. 

But speed comes with risk — social backlash can be instant. Some marketers are now exploring AI-generated influencers as a safer alternative — programmable, consistent, and free from PR scandals. Still, the core appeal remains human.

House of Marketers Insights: Influencer Strategy with Real Impact

Whether human or AI, influencer strategy now requires precision, insight, and cultural fluency — exactly where expert agencies can help.

At House of Marketers, we’ve worked with some of the world’s most innovative brands to launch and scale their influencer marketing efforts. From Gen Z micro-creators to global content stars, we help brands cut through the noise with influencer campaigns that are authentic, data-backed, and built for results.

Check out How our Micro-Influencer Campaign Led to 40K New Followers for Ibiza Rocks

As influencer marketing becomes a central pillar of digital strategy, our team continues to guide brands through influencer discovery, campaign management, and trend-aligned storytelling across TikTok, Instagram, and beyond.

Read more about influencer marketing success stories here 

Best Examples of Creative Influencer Marketing Campaigns [Campaign Highlights + Impact] 

How TirTir Used TikTok to Achieve Viral Success: K-Beauty Case Study

d’Alba Influencer Marketing & UGC Campaign Case Study

Ibiza Rocks Influencer Marketing Case Study

At House of Marketers, we recognise the value of finding the right creators to bring your brand to the forefront of your industry? If you need help making it happen, Contact House of Marketers today for a free consultation and proposal.