Influencer marketing set to boom as brands chase better returns

US brands to spend $13.7 billion on influencers by 2027

Influencer marketing in the United States is entering a new phase of rapid growth, with spending expected to rise from $10.5 billion in 2025 to $13.7 billion by 2027, according to new forecasts by research firm eMarketer. This trend signals growing confidence among brands in the power of digital influencers to deliver measurable business results.

For Egyptian marketers and agencies watching global trends, the rise of influencer marketing in mature markets like the US offers a roadmap for scaling similar strategies locally.

Higher returns are driving budget increases

A joint study by eMarketer and video monetization platform Spotter found that 54.7% of US marketers plan to increase their influencer marketing budgets because of higher return on investment (ROI) compared to traditional advertising methods. In a competitive digital environment, influencers are emerging as cost-effective partners that bring authenticity and direct access to niche audiences.

This finding is highly relevant to the Egyptian market, where brands are also seeking marketing channels that stretch limited budgets while maintaining impact—especially with younger, mobile-first audiences.

Influencers support goals across the entire marketing funnel

Influencer marketing is not limited to top-of-the-funnel awareness. A separate study by Sprout Social highlights that:

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  66% of marketers use influencers to increase brand awareness

  
  


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  55% view them as effective in driving direct sales

  
  

This dual role of influencing both perception and purchase decisions has made influencer collaborations more strategic and integrated into full-funnel marketing plans.

Implications for Egyptian brands and agencies

As Egypt's digital economy grows and social media continues to dominate consumer attention, influencer marketing is becoming increasingly relevant locally. Egyptian brands—particularly in sectors like fashion, beauty, tech, and food—are already experimenting with influencer partnerships, but many are still in the early stages of formalizing these efforts or measuring ROI.

The US trend suggests it’s not just about engaging influencers, but about doing so with clear objectives, proper tools, and a long-term strategy. For local brands aiming to scale their influence, the message is clear: invest in influencer marketing not just as content, but as a core business driver.

Looking ahead: A shift in how marketing budgets are spent

As global marketing continues to evolve, influencer campaigns are likely to claim a larger share of total advertising budgets—not just in the US, but also in fast-growing markets like Egypt. Agencies and brands that develop performance-driven influencer programs now will be better positioned to capture market share and build stronger digital communities in the years ahead.