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.
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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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Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon