Social media ad spending growth has slowed compared to influencer marketing since the pandemic.

According to Insider Intelligence/eMarketer, social ad spending and influencer marketing spending growth spiked in 2021 and then dropped, though influencer marketing has proven to be more resilient.

Social ad spending represents US social network spending and gross YouTube ad revenues. Influencer marketing includes paying influencers, including non-cash payments such as free products and trips.


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