Influencer marketing has become increasingly popular, with the projected expenditure reaching $10.5 billion in the U.S. by 2025. However, consumer engagement with influencers on Instagram is declining, suggesting weariness with certain content. Research by Modern Retail has analyzed Instagram posts from 2024 and early 2025, revealing trends in engagement levels. The Modern Retail Influencer Index evaluates 22 influencers, scoring their performance against an index average. This analysis provides insights into the changing landscape of influencer marketing and will expand to TikTok and YouTube in future reports.
Brands in the United States will spend $10.5 billion on influencer marketing in 2025 and up to $13.7 billion in 2027, according to a recent eMarketer forecast.
Modern Retail's 2025 Influencer Index research findings indicate that consumers may be growing weary of specific types of content in both sponsored and organic posts on Instagram.
To measure the impact influencers have on consumers' purchasing behaviors, Modern Retail+ Research analyzed the engagement levels leading influencers received on their sponsored and organic Instagram posts in 2024 and the first quarter of 2025.
The Modern Retail Influencer Index collects data from 22 influencers and their Instagram channels, scoring them across a set of key dimensions to create a total index average score.
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