Advertising with ‘influencers’ skyrockets: +73% on TikTok and +45% on Instagram
The report reveals a year of strong acceleration in the professionalization of the sector, based on the analysis of real and independent data of 154 million pieces of content and 285,000 active influencers with more than 10,000 followers on Instagram and TikTok.
Unlike previous years, marked by strong growth in new creators, 2025 shows a stabilization of the influencer community, according to the third edition of the study «Influencer Economy: market data without filters», prepared by IAB Spain in collaboration with Primetag.
Another conclusion drawn by the report is that advertising activity has gained increasing weight and the volume of sponsored content has been boosted, growing by 73% on TikTok and 45% on Instagram. In value, the figures grow by 94% on Instagram and 53% on TikTok.
Platforms and formats: the dominance of Reels and the ‘Boosting’ effect
Regarding the type of content, the study highlights a change in the dynamics of the platforms. Although the total amount of content generated has moderated, with declines of 5% on Instagram and 15% on TikTok, the value of content that includes explicit collaboration, measured in terms of Estimated Media Value (EMV), has seen exponential growth.
On Instagram, the Reels format already represents half of the sponsored content on the platform and has doubled its weight compared to the previous year. In turn, the study highlights the growing trend of paid amplification: during 2025, 10% of Reels were promoted (‘boosted’), which generated a significant 28% of the platform’s total views.
Regarding costs, the study reveals disparate trends. On the one hand, Instagram experiences a general decrease in CPM (cost per thousand impressions) of 10%, except for Mega influencers. On the other hand, TikTok shows a convergence of costs between different audience sizes, which suggests greater homogenization of the market on this platform.
Leading sectors, brands and trends
The Beauty, Fashion and Food and Beverage (F&B) sectors reaffirm their absolute dominance in both social networks, being the most competitive with 462, 298 and 415 active brands on Instagram, respectively. On TikTok, Beauty and Cosmetics consolidate their leadership, while Fashion climbs from fifth position to second in the last year. The Food and Beverage industry completes the competitiveness podium on this platform, to the detriment of entertainment, which is losing prominence globally.
New for 2025, the report highlights the growth of sectors traditionally less active in influencer marketing. On Instagram, the Energy, Telecommunications and Finance sectors burst into the market. For its part, the Luxury sector has accelerated its presence on TikTok, now ranking in the Top 5 on the platform.
By advertisers, the leadership is concentrated in large players such as the L’Oréal Group and Shein, with Temu occupying third position on Instagram and Coca-Cola on TikTok. In terms of trends, the best-performing content generally evolves towards more real, personal and relatable narratives.
Source: www.marketingnews.es
