In 2024, nearly ** percent of marketers in the United States used Instagram for influencer marketing. During the same period, around ** percent also turned to YouTube. By 2025, more than half of U.S. marketers are expected to incorporate YouTube into their influencer marketing strategies. TikTok, which had been adopted by ** percent of marketers in 2021, saw its usage rise to approximately ** percent by 2024.
among companies with more than 100 employees; including both paid and unpaid partnerships between brands and influencers
Supplementary notes
* Forecast. The statistic refers to how companies with over 100 employees utilize specific social or video platforms for influencer marketing, including both paid collaborations and non-monetary arrangements like gifting products or offering travel experiences.
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eMarketer. (March 13, 2025). Leading platforms used by marketers for influencer marketing in the United States from 2020 to 2025 [Graph]. In Statista. Retrieved October 19, 2025, from https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/
eMarketer. "Leading platforms used by marketers for influencer marketing in the United States from 2020 to 2025." Chart. March 13, 2025. Statista. Accessed October 19, 2025. https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/
eMarketer. (2025). Leading platforms used by marketers for influencer marketing in the United States from 2020 to 2025. Statista. Statista Inc.. Accessed: October 19, 2025. https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/
eMarketer. "Leading Platforms Used by Marketers for Influencer Marketing in The United States from 2020 to 2025." Statista, Statista Inc., 13 Mar 2025, https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/
eMarketer, Leading platforms used by marketers for influencer marketing in the United States from 2020 to 2025 Statista, https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/ (last visited October 19, 2025)
Leading platforms used by marketers for influencer marketing in the United States from 2020 to 2025 [Graph], eMarketer, March 13, 2025. [Online]. Available: https://www.statista.com/statistics/1333431/top-platforms-influencer-marketing-us/
