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Influencer marketing continues to be a booming industry, as authenticity, transparency, engagement, loyalty, credibility and trust are relevant parameters for global brands and marketers.
In 2025, the creator industry will reach a market volume of $104 billion and grow by around 10% annually.
By 2025, social commerce is expected to account for 17% of total e-commerce spending. (Source: Influencer Marketing Hub)
Influencer marketing is an important strategic pillar in the marketing mix for brands and agencies. Combined with advertising and marketing technologies, the products around the creator industry deliver optimized ROI for different types of campaigns, while the soft factors around branding and storytelling can be integrated into all marketing efforts and into the variety of marketing channels.
All this leads to attractive margins and strong cash flows for creator marketing and specialized influencer marketing agencies, making them an attractive asset class for various types of financial investors:
Venture Capital transactions with platforms focused on influencer marketing totaled €800 million in 2021 alone (Source: Influencer Marketing Hub).
Private Equity houses have also discovered this sector for themselves and our research shows 12 influencer-related PE transactions since June 2020 alone (Sources: the Drum, Pitchbook, Businesswire).
After years of funding influencer technology platforms, technology-enabled agencies, and influencer-only agencies, M&A activity is on the rise. Around the globe, more than 100 technology companies and thousands of agencies are looking for clients for their influencer products, and consolidation has just begun. This happens through strategic acquisitions, buy-and-build, roll-ups or other forms of partnerships between the various players and with companies in adjacent marketing sectors.
Technology Return has advised on several influencer-related M&A and buy-and-build transactions, including the sale of FlowFwd to Webedia and, most recently, the sale of Audiencly to Flexion Mobile.
Contact us for further data, research and case studies directly. We have deep insights into this exciting industry.