$14B US Influencer Marketing Spend Estimated in Q4 2025 Research
KALO IQ today released its Q4 2025 US Influencer Marketing Spend Estimate, putting the US market at $14 billion annualized run rate by end of 2025. DTC categories continue to drive the bulk of growth, with beauty, fitness plus food leading allocation.
Methodology
The estimate combines reported spend from 240 US DTC brands surveyed by KALO IQ plus platform spend data from KALO IQ workspaces. The figure includes paid creator fees, agency markups plus platform fees. It excludes paid social amplification budget.
Category breakdown
Beauty plus skincare led at $3.1B (22% of total). Fitness plus wellness at $2.4B (17%). Food, supplements plus beverage at $2.1B (15%). Fashion plus accessories at $1.8B (13%). The remaining 33% spreads across home, pet, parenting, tech plus a long tail.
Growth context
The $14B estimate represents 19% YoY growth from KALO IQ's Q4 2024 estimate. The growth rate is decelerating modestly from the 26% YoY observed in Q4 2023 to Q4 2024, reflecting market maturation in DTC plus some budget shift toward retail media networks.
About KALO IQ
KALO IQ is a US influencer marketing platform headquartered in Beverly Hills, California, founded in December 2015. The company helps brands plus agencies discover, engage plus track American creators across major social platforms with the largest hand-verified US creator database. Visit kaloiq.com for more.
Media contact
KALO IQ Press Team
Email: press@kaloiq.com
Press kit: kaloiq.com/press
Quick facts
- Q4 2025 spend research published January 15, 2026
- $14B US influencer marketing spend estimate
- 240 US DTC brands surveyed
- 19% YoY growth from Q4 2024
- Beauty plus skincare lead at $3.1B (22%)
Distribution and republishing
This press release is freely available for republishing by media outlets with attribution to KALO IQ.