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Media Buying Briefing: Influencer marketing costs keep rising with demand despite long-term challenges

This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →

The demand for influencer marketing isn’t going away anytime soon.

With the influencer and content creator business growing to an estimated $16.4 billion in 2022, marketers are increasingly prioritizing influencer marketing. However, as the popularity of influencers rises, the long-term challenges in compensation discussions and producing metrics are coming along for the ride.

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