Core Insights - The article emphasizes the shift in brand perception of influencer marketing from a one-time exposure tactic to a valuable content asset [1][10] - The influencer marketing market is projected to exceed $22.2 billion by 2025, a significant increase from $9.7 billion in 2020, indicating strong growth [1] - Brands are increasingly seeking systematic approaches to manage influencer resources, focusing on controllable content and measurable conversions [1] Market Trends - TikTok accounts for approximately 45% of global brand collaborations, while 87% of brands plan to use Instagram in their 2025 marketing strategies [3] - TikTok is favored for high interaction and low cost-per-engagement (CPE) at $0.21, whereas Instagram is used for brand maintenance with a CPE of $0.57 [3] - Platforms like Facebook ($2.63) and Pinterest ($5.51) are losing their status as primary influencer channels [3] Budget Allocation - On average, brands allocate 25% of their overall marketing budget to influencer collaborations, with 23% of companies dedicating over 40% specifically to influencer-related content [6] - The average total budget for each influencer marketing campaign is $49,594, with an average cost of $2,075 per influencer [11] Content Utilization - Influencer marketing is evolving into a comprehensive process that includes content creation, distribution, testing, conversion tracking, and repurposing [7] - 63% of brands repurpose influencer content for their own social media channels, extending the content's lifecycle beyond the initial launch [7] - Over 80% of companies have established dedicated influencer marketing budget pools, and 35% have internal teams of 3-5 people for influencer campaigns [11]