Please find the current (and 2020 projection) for global advertising spend on influencer marketing and content marketing.

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Please find the current (and 2020 projection) for global advertising spend on influencer marketing and content marketing.

Hello! Thanks for your question about current and projected spending on global advertising; specifically influencer marketing and content marketing.

The most useful sources I found to answer your question were Linqia and chiefmarketer.com.

The short version is that;
Influencer marketing spending is projected to reach $101 billion by 2020.

$200 billion was spent on content marketing in 2016

Content marketing is set to become a US$313 billion industry in 2019.

We were unable to find explicit data on the amount spent on influencer marketing in 2016.

Below you will find a deep dive of my findings.


Methodology

My colleague and I scoured corporate websites, industry reports, and trusted media sites in our research. We were able to attain data on all your requested figures except the amount spent on influencer marketing in 2016.
Despite our extensive research, there was no public information and a lot of our sources provided a percentage figure as opposed to an actual dollar amount.

Despite this, we found spending numbers for the projected global influencer marketing spend in 2020, the global content marketing spend in 2016, and the global content marketing spend in 2020. We have presented our findings in this brief.

1) Global Influencer Marketing spend in 2016 (USD):

According to Linqia’s research, the majority of marketers spent anywhere between $25,000- $50,000 per influencer marketing program at the end of 2017. Bear in mind that this 2017 figure was the closest we could get to a 2016 global influencer marketing spend.
Linqia also predicts that influencer marketing budgets are set to double in 2017.

2) Global Influencer Marketing spend in 2020 (USD):

Influencer Marketing is a $1 billion industry and predicted to grow to a $5-10 billion market by 2020.

In terms of spending; studies conducted by ANA and PQ Media, affirm that brand spending on influencer marketing spending is projected to reach $101 billion by 2020, up from $81 billion last year.

Alternatively, in combining brand spending and operator revenues--which includes contracted firms and agencies--$167 billion is expected to be the total spend on influencer programs by 2020, up from $130 billion in 2016.

3) Global Content Marketing spend in 2016 (USD):

According to PQ Media's findings published on MarketingMag.com, just under $200 billion was spent on content marketing in 2016.

4) Global Content Marketing spend in 2020 (USD):

PQ Media's findings also state that content marketing is set to become a US$313 billion industry in 2019.

This figure has been affirmed by Contently, who reiterate that the content marketing industry will generate $300 billion by 2019.

Conclusion

To wrap it up, influencer marketing spending is projected to reach $101 billion by 2020, $200 billion was spent on content marketing in 2016, and content marketing is set to become a US$313 billion industry in 2019.

Thanks for using Wonder! Please let us know if we can help with anything else!


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