Influencer Marketing in the United States

Why influencers are essential for brand success in the American market

Influencers have gained a prominent position in the realm of corporate communication in America. Services and companies related to influencer marketing grew by 26% in 2021. The United States saw a 30% increase in the number of agencies, platforms, and influencer services.

Today, some think that company marketing spending in the United States will decrease. In reality, in 2022, influencer marketing in the USA will still show double-digit growth because companies have understood that investing in this form of advertising is crucial for their success in the American market.

Forecasts on influencer marketing spending in America

In 2022, influencer marketing will continue to grow on TikTok

Brands operating in the American market invest in influencers for these reasons:

• Investing in influencer marketing in the United States allows reaching new audiences and expanding brand awareness on social media;
• The authentic way influencers communicate with American consumers increases purchase conversions;
• Influencers help position brands in the U.S. market.

The benefits of doing influencer marketing in America far outweigh the drawbacks. Only a few sectors have reduced their budget for online brand promotion (the automotive industry and the cryptocurrency sector), whereas the hospitality sector is leveraging the travel boom to increase spending on influencer marketing and capture American consumers seeking deals. Millennials and Gen Z are more likely to use social media to plan vacations rather than turn to travel agencies: one in two follows at least one travel influencer [Source: Morning Consult].

Changes in how brands connect with American consumers are destined to fuel the success of influencer marketing in the American market

It is now unlikely that the momentum of influencer marketing will dissipate because the effectiveness of influencers in shaping consumer purchasing behavior is evident: 71% of companies surveyed plan to increase this spending, and overall, influencer marketing spending in the United States is expected to rise by about a third [Source: Kantar]. Clearly, this form of marketing is just one ingredient within the brand promotion strategy, however, leveraging influencers is a good way to gain the advantages we have indicated in this article.