How Unilever's huge bet on influencers led to a creator economy gold rush

Core Insights - Unilever's new "influencer-first" strategy aims to work with 20 times more influencers and allocate 50% of its ad budget to social media, up from 30% [1][2] - The company is currently collaborating with approximately 300,000 influencers globally, significantly impacting the influencer marketing landscape [3][6] Industry Impact - Unilever's commitment to expanding its influencer roster has led to increased leverage on the supply side, resulting in price inflation and attracting new entrants to the influencer market [2] - Following Unilever's announcement, many advertisers are reassessing their influencer marketing strategies, with some planning to increase their budgets [9][11] - A survey indicated that 62% of marketers intend to raise their annual influencer budgets by 2026, with US advertiser spending on creators projected to reach $37 billion in 2025, a 26% year-over-year increase [7] Competitive Dynamics - Unilever's strategy has prompted other brands to follow suit, with several major advertisers detailing plans to increase their influencer marketing budgets during recent earnings calls [11] - The competition for top-tier influencers has intensified, leading to higher fees for those appealing to beauty, personal care, and food brands [12][13] Market Trends - The influencer market is maturing, with partnerships often including usage rights and ads across multiple channels [13] - Despite the overall growth, not all creators benefit equally; fee inflation is primarily concentrated among macro creators, while nano creators may not see similar increases [14][19] - The number of user-generated content (UGC) creators surged by 93% year-over-year, leading to a decrease in average brand spend per influencer collaboration [16][17]