close
close

Voice News

CA News 2024

searchengine

The eMarketer report shows that US brands are spending billions on content sponsorships but are not experiencing notable growth

US marketers are expected to spend $8.14 million on social media-sponsored content in 2024, marking a 16.0% increase from the previous year, as reported by eMarketer forecast.

eMarketer’s insights show a trajectory of continued growth, with spending expected to reach $9.29 billion in the coming year. However, this expansion is showing a slowing trend, reflecting a strategic shift among marketers toward more discerning investment strategies.

Marketers are now prioritizing partnerships with established influencers, fostering lasting associations rather than fleeting collaborations. This preference for persistent, “always-on” engagements has led to a consolidation in the number of creators engaged by brands, and a decrease in the frequency of new contractual agreements.

Despite the reduced number of partnerships, the size of individual deals has increased significantly, often involving multi-platform efforts that extend beyond social media to platforms like television.

eMarketer predicts that U.S. marketers will invest $9.29 billion in social media-sponsored content next year.

Read next: LinkedIn data shows that social media marketing is the most in-demand skill on the platform