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2025InfluencerMarketing

Report:TrendsandStatistics

forInfluencerMarketing,

UGC,andtheCreator

Economy

Since2022,we’vemadeitourprioritytospotlightthetrendsandinsightsshapingtheinfluencermarketingscene,andourannualreporthasbecomeago-toresourceforbrandsandcreatorsalike.

Backedbyfirst-partydatasourceddirectlyfrom

Collabstr’s

extensiveinfluencermarketplace

,thisyear’sreportanalyzesdatafrom40,000advertisersand100,000creators,collectedbetweenJanuary1,2024,andDecember15,2024.

Here’sacloserlookathowtheinfluencereconomyhasgrownoverthepastyearandafewdata-backedpredictions.

KeyHighlights

·Theinfluencermarketingindustryissettogrow12.12%to$22.2billionin2025

·Theglobalcreatoreconomyisprojectedtogrowfrom$191billionin2025to$528.39billionby2030,withanimpressive22.5%CAGR.

·Thenumberofuser-generatedcontent(UGC)creatorshassurgedby93%yearoveryear,reflectingthe

growingpowerofeverydayinfluencers.

·Brandsin2025spendaround$202perinfluencer

collaboration,downfromthepreviousyear,attributedtoaninfluxofnewcreatorsinthemarket.

.Femalescontinuetodominateinfluencermarketing,holdinga70%shareofthemarket,underscoringtheirleadingroleinthespace.

·Malescreatorsarepaid$83(40%)moreonaveragethanfemalecreators.

·AI-supportedcontentandAIinfluencersarebecomingatrendingtopic

Summary

InfluencerMarketingMarketSizein2025

SizeoftheCreatorEconomyin2025

MostPopularPlatformsforInfluencerMarketingin2025

WhichPlatformsHavetheMostInfluencers?

Top10CountriesforInfluencerMarketing

SpendDistributionbyCountry

Top10IndustrieswithInfluencers

Top10In-DemandInfluencerNiches

InfluencerPricingin2025

InfluencerGenderBreakdownin2025

UGCStatistics&Trendsfor2025

InfluencerMarketingPredictionsfor2025

InfluencerMarketingStatisticsfor2025InfluencerMarketingMarketSizein2025

Statistaprojectstheinfluencermarketingmarketwillreach

$22.2billionby2025

.That’sapproximately12.12%from2024to2025.That’sslightlylessgrowthfrom2023to2024,whichwasapproximately13.9%.

Findand

Hire

Influencers

TikTok,andYouTubeinfluencers

SearchInstagram,

FindInfluencers

SizeoftheCreatorEconomyin2025

From2024to2025,thecreatoreconomyisexpectedtogrowby22.50%.

“Thisyear’slistshowsthatthecreatoreconomyisgrowingfast–andgrowingup,”says

StevenBertoni

,AssistantManaging

Editor,Forbes.AccordingtoBertoni,“Creatorsareharnessingtheirsocialinfluencetoevolvefromentertainersto

entrepreneursandbuildingtheirownbrands.Otherscontinuetojumpfromphonescreenstomainstreammedia.Andinanindustryoncebuiltonselfies,manyarebuildingstreaming

studios.Theecosystemwillonlygetbiggerandmorepowerful.”

OneexampleofthisevolutionisTikTokstarandcontent

creatorAddisonRae,whohasbuilthermainstreammediapopularitywithherdebutonthebigscreenin2021,amusiccareer,andan

upcomingfilmwithRyanReynolds

in2025.

Non-celebritycreatorshavealsojumpedonthebandwagon,

diversifyingtheirincomestreamswithconsumergoods

companies.ThebrandSourStrips,whichhasgenerated$20Minrevenuein2024,wascreatedbyMaxxChewning,who

startedhiscontentcareerasafitnessYouTuberamassing

over

300ksubscribers

.Owingtohisloveforsourcandy,theideaforSourStripswasborn.Thebrand’ssuccesswassobigthatit

wasrecentlyacquiredby

Hershey’s

foranundisclosedamount.

MostPopularPlatformsforInfluencerMarketingin2025

Weexamined10,000collaborationsbetweeninfluencersandbrandstofindoutthepercentageofcampaignsonTikTok,Instagram,YouTube,anduser-generatedcontent(UGC).

42%ofinfluencercampaignsoccurredonInstagramin2024.TikTokisnext,with41%ofinfluencercampaignsoccurringontheplatform.

DespiteTikTokbeingarelativelynewplatform,it’salready

grownauserbasealmostequivalenttoInstagram.TikTokis

expectedtoreach

1.8billionmonthlyactiveusers

bytheendof2024,whileInstagramalreadyhas

2billionmonthlyactive

users

bythesametime.

WhilemanybrandsstillperceiveTikTokasaplatform

dominatedbyyounger,lessaffluentaudiences,thedatatellsadifferentstory.In2024,

moremillennialsareactivelyusing

TikTok

,with30%ofU.S.TikTokusersfallingintothe25-34agerange.Infact,55%ofTikTokusersareunder30,

demonstratingthattheplatformattractsamorematureand

diverseaudiencethanitsearlyreputationsuggests.ThisshiftindicatesthatTikTokisnolongerjustaGenZterritory.ItIs

becomingakeyplatformforengagingmillennialaudiences

withdisposableincome,makingitaviableadvertisingchannelforbrandstargetingthisdemographic.

UGCmarketsharealsogrewthisyear,with15%ofinfluencercollaborationsbeingUGCcampaigns.Thisshowsgrowing

needfornon-brandedcontent.

WhichPlatformsHavetheMostInfluencers?

Weanalyzed262,000influencerpackagesonCollabstrtodeterminewhereinfluencersaremostopentoinfluencermarketingwithbrands:

Accordingtorecentdata,

79%ofmarketers

feelthatInstagramisthebestplatformforreapingthebenefitsofinfluencer

marketing.Itsmassiveuserbaseandfeaturesdesignedfor

brandedcollaborationsmakeitago-toforreachingawide

audience.Atthesametime,

user-generatedcontent(UGC)

isstealingthespotlightacrossplatforms–accordingtoBIllo,

93%ofmarketerswhouseUGCsayitoutperformstraditionalbrandedcontent.Consumersagree,with6in10believingUGCfeelsmoreauthenticthananyotherformofmarketing.

TikTokisoftenperceivedasaplatformprimarilyforGenZ

users.However,withover1.8billionmonthlyactiveusersasof2024,itsuserbaseisexpandingacrossvariousagegroups.Astheplatformcontinuestoevolve,wecanexpectthis

perceptiontoshift,leadingtobroaderadoptionamongbrandsandcreators.

Top10CountriesforInfluencerMarketing

Weanalyzedover15,000collaborationsbetweenbrandsandinfluencerstofindoutthetop10mostpopularcountriesforinfluencermarketing:

Countriesthatremainedinthesamepositions:

.UnitedStates(#1)

·Canada(#2)

·UnitedKingdom(#3)

·Australia(#4)

Theabovecountriesretainedtheirrankingsasthemost

popularforinfluencermarketing.The

UnitedStates

,

Canada

,the

UK

,and

Australia

havestrongeconomiesthatsupporthighlevelsofconsumerspendingandrobustmarketingbudgets.

Plus,thesecountrieshavehighinternetandsocialmedia

usagerates,andalargeandengagedaudienceforinfluencercampaigns.PlatformslikeInstagram,TikTok,andYouTubeareimmenselypopularintheseregions.

Activesocialmediausagedatafrom

Backlinko

supportstheaboveranking:

·USAhas72.5%activeusersregardlessofage,77.4%foronlythoseaged18+years

·UKhas82.0%regardlessofage,90.4%foronlythoseaged18+years

·Canadahas77.2%regardlessofage,87.5%foronlythoseaged18+years

·Australiahas77.2%regardlessofage,86.0%foronly

thoseaged18+yearsCountriesthatleftthetop10:

.Mexico.Romania

Mexico

and

Romania

,bothpartofthe2023top10,havefallenoffthe2024list,whichmayreflectashiftinhowinfluencer

marketingisexecutedintheseregions.As

MirelaEnache

,

MediaResearchSpecialistatStarcomRomania,explains,“Inthepast,simplyincludinganinfluencerinamarketing

campaignwasoftenenoughtoattractattention.Now,a

detailedstrategyisessential,selectinginfluencerswhoalignwiththebrandandcraftingacreativeconcepttailoredto

specificgoals.”Thissuggeststhatthedropcouldbelinkedtobrandsintheseregionsstrugglingtoadapttotheincreasingdemandformorestrategiccampaigns,whicharenowcriticalforsuccessinacompetitiveglobalmarket.

Newcountriesthatenteredthetop10in2024:

.UnitedArabEmirates(#5)

·Netherlands(#9)

The

UAE’sinfluencer

landscapeisexperiencinga

growthspurt

inadspending

,whichisexpectedtogrowatanannualrateof10.04%from2023to2027.Inaddition,adspendinginthe

InfluencerAdvertisingmarketinthe

Netherlands

isforecastedtoreachUS$185.10min2024.

InfluencerSpendDistributionbyCountry

Lastyear,77%ofglobalinfluenceradspendtargetedtheU.S.market,risingto82%in2024.ThisgrowthexplainstheU.S.Is

dominanceasatopmarketforinfluencercampaigns,attractingbothlocalandinternationalbudgets.Forexample,aGerman

companymightallocatemoreofitsbudgettotheU.S.forahigherreturnoninvestment.

Meanwhile,theUKIssharedroppedfrom8%to5.3%,

AustraliaIsfrom5%to4.2%,andCanadaIsfrom10%to8%.Theseshiftsreflectaglobalredistributionofbudgets,withbrandsprioritizingregionsofferingbettervalueandhigherreturns.

TopCitiesforInfluencersinEachCountry

USA

Thetopcitiesremainedthesame.However,

Tampa

leftthetop5and

Dallas

earnedthe5thposition.Thatcouldbeduetolocalpartnershipstakingcenterstage.

IncitieslikeDallas

,

businessesareteamingupwithlocalinfluencerstoconnectwiththeircommunitiesinamoregenuineandimpactfulway.Thisstrategystrikesachordwithaudienceswhoprioritizeauthenticityandappreciatebrandsthatunderstandand

celebratetheirlocalroots.

Canada

Ottawadroppedinrankings,Edmontonfelloffthelist,andCalgaryrosetoclaim4thposition.

UnitedKingdom

Birminghamdroppedoutoftherankings,Bristolfollowedsuit,whileKentandGlasgowmadetheirdebutonthelist.

Afewrecenttrendsthatcouldexplainthis.In

Glasgow’s

thrivingcafescene

,influencermarketinghasbecomeakeystrategyforbuildingbrandawarenessanddrivingcustomer

engagement.Bypartneringwithinfluencers,localbusinessesareconnectingwiththeiraudienceinfreshandimpactful

ways.

Australia

UnitedArabEmirates

Dubai

andAbuDhabiarethelargestcitiesintheUAE,soit’snosurprisethattheinfluencersceneislargestthere.Ajmanisalsowithinthe7majorcitiesintheUAE.

Top10IndustrieswithInfluencers

Thesearetheindustrieswiththemostinfluencersinthem.Thetopindustriesremainnearlythesameasinpreviousyears,theonlydifferencebeing

Family&Children

enteringthescene.

Thiscategoryislargelydrivenbythe

“mommyvloggers”

epidemic

,aswellasthegrowingandpowerfulmominfluencersegmentingeneral.Currently,over

4.2millionindividuals

identifyasmominfluencers,thankstotheirabilitytosharepracticalparentingtipswithfamily-orientedaudiences.

Top10In-DemandInfluencerNiches

Thesearetheniches/industrieswhereinfluencersareinthehighestdemand,basedon1m+searchesanalyzedon

Collabstr.

.Fashion·Beauty·Lifestyle

·Health&Fitness·Food&Drink

·Travel

·Family&Children

·EntrepreneurBusiness·MusicDance

·Technology

Theentrepreneurshipandtechnologynichesarealsoseeingspikesingrowth.TheriseofAIhassparkedanewgenerationofcontentcreatorsfocusedonpromotingAI-driventoolslikePhotoRoom,whichhelpsothercreatorsproduceprofessional-gradevisualsfromtheirphones.

InfluencerPricingin2025

AveragePricePerInfluencerin2025

Weanalyzed15,000+influencercollaborationsin2025,andtheaveragespendperinfluencerwas$202.Thisisadropfrom

lastyear,whenwefoundthatbrandsusuallyspend$214onaninfluencercollaboration.Thisdecreasemakessensewhenweconsiderthegrowingsupplyofinfluencersinthemarket,whichcontinuestoexpandrapidly.Approximately2.4%ofglobal

socialmediausers–totalingaround

127millionindividuals

–arenowconsideredinfluencers,reflectingthesignificantandongoinggrowthofthecreatoreconomy.

Asmorecreatorsenterthespace,competitionamong

influencersdrivespricestonormalize,makingcollaborationsmoreaccessibleforbrandswithvaryingbudgets.

HowMuchDoInfluencersChargeonEachPlatform?

Thisistheaverageasking

priceforinfluencer

contentonthefollowingplatforms.Thisisnotindicativeofwhatbrands

actuallypayinfluencers,butratherwhatinfluencersask

brandstopaythem.Lastyear,weonlyhaddataonInstagram,TikTok,UGC,andYouTube.Thisyear,we’vesprinkledinafewextraplatforms.

·YouTube:$675.23

·Instagram:$363.64

·TikTok:$350.06

·Twitch:$237.72

·Amazon:$215.10

·UserGeneratedContent:$198.06

·Twitter:$171.35

Whencomparedtolastyear’sreport,we’veseenanoveralldropinprices:

·Instagram:Pricesdecreasedbyapproximately13.00%.·TikTok:Pricesdecreasedbyapproximately32.68%.

·User-GeneratedContent(UGC):Pricesdecreasedbyapproximately44.37%.

·YouTube:Pricesdecreasedbyapproximately17.25%.

Eachplatformexperiencedasignificantdropinaverage

pricing,withUGCshowingthesteepestdecline.Thiscouldbeduetothe

higherreturnandengagement

from

micro-

influencers

whochargelessandtheincreasingsupplyof

creatorsacrosstheboard.Asthemarketbecomessaturated,theclassicprinciplesofsupplyanddemanddrivepricesdown,givingbrandsmorenegotiatingpowerandaccesstocost-

effectivecollaborations.

HowMuchDoBrandsSpendperInfluenceronEachPlatform?

Thisisalistofhowmuchbrandsspendperinfluenceronaverageforeachspecificplatform.Wefoundthatbrandsalmostalwayspaylessthantheaverageaskingpriceofinfluencers.

.Amazon:$130.41

.Instagram:$212.21

·YouTube:$418.09

·Twitter:$87.10

·TikTok:$200.22

·UserGeneratedContent:$177.68

·Twitch:$118.93

Now,thequestionbecomes:Howdoesrealspenddifferfromwhattheinfluencersareaskingfor?Here’sadeeperanalysis.

AskingPricevsActualPriceofInfluencer

Collaborations

Thedatashowsthatwhileinfluencerssethighaskingprices,buyershavetheupperhandinnegotiatinglowerfees.

UGChasthesmallestdiscrepancyat10.29%(adollar

differenceofjust$20.38onaverage).Thissmallergap

suggestsUGCpricingismorestandardizedandalignedwith

buyerexpectations.UGCoftencomesfromcreatorswhoare

notnecessarilytraditionalinfluencersintermsoflarge

followingsandapolishedpresence.Asaresult,thismaykeeptheirpricingmorecompetitive.Additionally,brandsincreasinglyrelyonUGCbecauseit

deliversauthenticityandbetterROI

.

Ontheotherhand,

Twitch

(49.97%)andX(

Twitter

)(49.17%)havethelargestpercentagegaps.Thiscouldindicatelowerperceivedvaluebybuyers.Hereareacoupleoffactorsthatcouldexplainthosedifferences:

·Twitch’saudienceis

dominatedbyyoungerusers

whomaypreferauthentic,organicinteractions

over

disruptiveadvertising

.Thispreferencecanmake

traditionalmarketingapproacheslesseffective,

promptingbrandstobecautiouswiththeirspending

andnegotiatelowerfees.Inaddition,Twitch’slong-

formfocusmaynotalignwithallbrandstrategies,

especiallythoseseekingquick,high-impact

impressions.Thismisalignmentcaninfluencebrandstoallocatebudgetselsewhere.

·AsforTwitter(nowX),itsadspendingdropped$238

millionasmajorbrands

pulledbackin2024

.PlatformslikeInstagram,TikTok,andYouTubeprovidebetter

toolsforinfluencercontentcreation,tracking,and

engagement.Thiscompetitivedisadvantage,combinedwithitsrevenuedecline,meansXIsinfluencer

marketingcouldbeseenaslessreliable.

PriceDifferenceBetweenInstagramReelsandTikTokVideos

Uponanalyzing15,000collaborationsbetweeninfluencersandbrands,wefoundthatInstagramReelsare32%more

expensivethanTikTokvideosonaverage.

.InstagramReelAveragePrice:$288

.TikTokVideoAveragePrice:$217

Instagram’salgorithm

prioritizesreels

,whichcanbeeasily

repurposedintoTikToksandvice-versa.BecauseInstagramactivelypushesReelsoverothertypesofposts,brandsseethemasawaytomaximizereachandengagement.This

increasedperceivedvalueallowsinfluencerstochargemore.

Addingtothat,InstagramReelsconsistentlydeliverhigher

engagement,outperformingsingle-imageposts

by55%and

standardvideosby29%

.ThismakesReelsavaluabletoolforbrandslookingtomaximizereachandinteractions,justifyingwhyinfluencerscanchargemoreforthisformat.

ContentUsageRightsBoostCampaignCostsby39.91%

Thefollowingdatashowshow

contentusagerights

affectthepricingofinfluencercampaigns.Whenusagerightsareadded,thepricetendstoincrease.

·Averagepricewithnousagerights:$221

·Averagepricewithusagerights:$307

·Pricedifference:39%

Usagerightsrefertothepermissionsabrandacquirestoreuseinfluencer-createdcontentbeyondtheinitialcampaign,such

asinads,websites,orothermarketingmaterials.Whenaddedtothe

contract

,thisdrivesupcostsbecausethecontent

becomesalong-termassetforthebrand.

MaleInfluencersEarn40%MorethanFemales

Weanalyzed15,000+influencercollaborationsandfoundthatmaleinfluencerstendtomake40%morethantheirfemale

counterpartspercollaboration.Withourcasebeingheavily

focusedonmicro-influencers,wefoundthistobeanaveragedifferenceinpaymentof$83betweenmalesandfemales.

It’spossibletheabundanceoffemalecreators,especiallyatthemicro-influencerlevel,resultinpricesfemaleinfluencersbeingdrivendowncomparedtotheirmalecounterparts.Withtherebeinglessmalesthanfemaleinfluencers,themales

naturallycancommandahireaskingpriceduetolimitedsupply.

Also,thegenderpaygapininfluencermarketingcanbepartlyattributedtoperceptionstiedtothetitles"influencer"and

"contentcreator,"ashighlightedby

SensisAgency

.Womenaremorefrequentlyreferredtoas“influencers,”whilemenoften

identifyas“contentcreators.”Thissubtledistinctioncarries

significantimplications.Theterm“influencer”suggestsamorepassiverole,focusedonpersuadingaudiences,whereas

“contentcreator”impliesactiveproductionandcreativity.

Thesedifferingperceptionsmayleadtowomenbeing

undervalued,withtheircontributionsseenaslesssubstantialcomparedtotheirmalecounterpartswhoareviewedas

"producers"oforiginalcontent.

InfluencerPricingbyIndustry

Top10HighestPaidInfluencerNiches

In2023,Acting,Celebrity&PublicFigures,and

Entrepreneurship&Businessdominatedasthehighest-paidinfluencerniches.In2024,weseeasignificantshiftwith

LGBTQ+,Comedy&Entertainment,andVegancontenttakingthetopspots.Thisreflectschangingaudienceinterests,

growingmarketopportunities,andthepowerofauthentic,relatablevoicesininfluencermarketing.

·

LGBTQ+Influencers

haveclaimedthetopposition,

earninganaverageof$316.78percollaboration.

Brandsarerecognizingthevalueofpartneringwith

LGBTQ+creators,whoseauthenticvoicesresonate

withdiverseaudienceswhilepromotinginclusivityandbelonging.

Researchshows

thatLGBTQ+-friendly

businessesaremoreprofitable,makingthisnicheasmartandimpactfulinvestmentforbrands.

·

Comedy&Entertainment

remainsalucrativenicheat

$305.12,thankstoitsabilitytoengageaudiences

throughhumorandrelatability.Comedycontentdriveshighlevelsofinteractionandpositivebrandrecall,

offeringbrandsacreativeandeffectivewaytoconnectwiththeiraudiencesonapersonallevel.

·Theriseof

Veganinfluencers

–earning$293.50on

average–reflectstheboomingplant-basedmovement,withthemarketprojectedtogrowfrom$24.58billionin2023to

$27.8billionin2024

.Influencersinthisniche

promotesustainability,health,andethicaleating,

reshapingperceptionsofveganism

andinspiringchange.

·

Family&Children

contenthasemergedasahigh-

payingnicheat$274.57,fueledbya

post-pandemic

shift

towarduplifting,family-friendlycontent.There’sbeenanoticeableshifttowardcontentthatfeels

genuineanduplifting,showcasingfamiliesnavigatingeverydaylife.Audiencesareincreasinglydrawnto

theserelatablestories,whichofferanauthentic

glimpseintoreal-worldchallengesinsteadofidealizedportrayals

·

Athlete&Sports

nichesarealsoontherise,earning

$255.29onaverage.Sportsleagues,liketheNBA,arebettingbigoninfluencermarketingtoreachyoungeraudiences.Collaborationswithinfluencers,suchas

YouTuberJesser’scoverageoftheNBAFinals

,arecreatingnewopportunitiesforleaguestotapinto

untappedmarketsbeyondtheirtraditionalchannels.

·

Automotiveinfluencers

havesecuredaspotinthetop

10,withanaverageearningof$242.11.Over

38%ofcar

buyers

nowturntosocialmediacampaignsand

influencersbeforebuyingavehicle.Thisgrowingtrendunderscoresthepowerofautomotiveinfluencersto

boostengagementanddriveconversionsthrough

trustedcontentonplatformslike

YouTube,Instagram,

andTikTok.

·The

Educationinfluencer

niche,averaging$244.46percollaboration,thrivesbecauseacademicinfluencers–rangingfromteachersandprofessorstocollege

students–playakeyroleinbridgingthegapbetweenlearningandtechnology.TheypromotetoolslikeAI

writingassistantsandproductivityapps,simplifyingcomplextopicsand

makingeducationmoreengaging

andaccessiblethroughsocialmedia.

Finally,thesenicheshavefewercreatorsthanbroader

categorieslikebeautyorlifestyle,reducingcompetitionandallowinginfluencerstostandout.Thisexclusivityhelpsthembuildstrongeraudienceloyalty,establishauthority,and

commandhigherpricesfortheirexpertise.

HighestPayingCitiesforInfluencers

·SaltLakeCity,Utah:$421

·SaintLouis,Missouri:$363

·Ottawa,Ontario:$340

·Bloomington,Indiana:$342

·FortLauderdale,Florida:$324

CitieslikeFortLauderdale,SaltLakeCity,andOttawaare

amongthehighest-payingforinfluencers,whichalignswith

theirrelativelyhighcostsofliving.FortLauderdale’scostof

livingis

20%higher

thanthenationalaverage,SaltLakeCity’sis

10%higher

,andOttawais

oneofCanada’smostexpensive

cities

.Thesefactorslikelyleadinfluencersintheseareasto

chargemoretosustaintheirlifestyles,andbrandstargeting

theseregionsmustpaycompetitiveratestosecuretoptalent.

However,St.LouisandBloomingtondefycostoflivingtrends.

·Despitehavingacostoflivingthat’s

6%lower

thanthenationalaverage,St.Louisrankshighininfluencer

earnings.Thiscouldbeduetoregionalmarket

targeting.BrandsmayseeSt.Louisasastrategichubformidwesternaudiencesandinvestinlocal

influencerstoestablishstrongconnectionswithinthecommunity.

·Withacostofliving

atthenationalaverage

,

Bloomington’sinclusioninthelistmayalsobetiedtolocalbrandpartnerships.Itsuniversity-towndynamicandhighlyengagedlocalcommunitymaycreate

opportunitiesforinfluencerstobuildstrong,region-specificfollowings,attractingbrandslookingfor

targetedmarketingcampaigns.

2025InfluencerGenderBreakdown

72%ofInfluencersareFemale,while28%areMale

Inlastyear’sreport,femaleinfluencerswerestillleadingwith70%andmaleinfluencerswereat30%,sonotasignificantchangethere.

Thehighervolumeoffemaleinfluencersandthefemale

majorityinpopularinfluencernichessuchaslifestyleand

beautyisclearlywhatleadstothedisparity.However,similartolastyear’sreport,weseethatthehigherthefollowercount,thesmallerthegenderdisparity.Thehypothesisremainsthesame:withlargercreators,thefocustendstobeonthevaluetheydriveratherthantheirgender.

InfluencerGenderBreakdownbyPlatform

OnTikTokandInstagram,78%ofinfluencersarefemale.

YouTubestandsoutasthemostgender-balancedplatform,with65%femaleand35%maleinfluencers.

InstagramInfluencerGenderBreakdownbyNumberofFollowers

OnInstagram,femaleinfluencersdominateeveryfollowertier,startingwith81%inthe1k-10krange,droppingslightlyto74%inthe10k-50krange,andcontinuingto69%inthe50k-100ktier.Bythe100k-500krange,femaleshold63%,showinga

gradualnarrowingofthegendergapasfollowercountsincrease.

TikTokInfluencerGenderBreakdownbyNumberofFollowers

OnTikTok,asimilarpatternemerges.Femaleinfluencersmakeup85%inthe1k-10krangeand80%inthe10k-50krange.Thepercentagedecreasesto71%inthe50k-100kbracketand62%inthe100k-500krange,indicatingasteadyincreaseinmale

representationathigherfollowerlevels.

YouTubeInfluencerGenderBreakdownbyNumberofSubscribers

OnYouTube,thegendergapislesspronounced,andthetrendevenreversesathighersubscriberlevels.Femaleinfluencersleadwith60%inthe1k-10ktierand59%inthe10k-50krange.However,thesplitbecomesmorebalancedat57%inthe50k-100krange,andmalestaketheleadat52%inthe100k-500kbracket.

UGCStatistics&Trendsfor2025

UGCMarketSizein2025

In2024,themarketsizeforUGCwasUSD7.62Billion.It’s

estimatedtogrowtowards

USD27.44Billion

withacompoundannualgrowthrate(CAGR)of29.20%

Withmarketingbudgetsunderpressure,brandsare

increasinglyturningtomoreaffordableoptionslikeuser-

generatedcontent(UGC)andemployee-generatedcontent

(EGC).Thisshiftisdrivenbytherealization,largely

demonstratedthroughinfluencermarketing,thatauthentic,

relatablecontentresonatesbetterwithaudiencesthan

traditionalbrand-producedcampaigns.Asinfluencermarketinghasshown,audiencesprioritizetrustandrelatability,making

UGCandEGCpowerfultoolsforbuildinggenuineconsumerconnections.

HowManyUGCCreatorsAreThere?

Wefoundthat66%ofallcreatorsareopentoUGCwork,andofferUGCservicestobrands.Thisisupfromlastyear,whenwefoundthatonly26%ofcreatorswereopentoofferingUGCservicestobrands.Creatorsarelikelyseeinganopportunitytodiversifytheirsourcesofincomeasbrandsarelearningthat

UGCcreatorscanbemorecost-effectivethantraditionalmarketingmethods.

WhatistheAverageNumb