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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Repair Windows errors before they cause bigger problemsFix Now →Collabstr’s 2024 report estimated the influencer marketing market at $19.8 billion and found that Instagram and TikTok each accounted for 42% of paid collaborations on its marketplace. It also reported an average brand spend of about $214 per collaboration, down roughly 16.8% year over year. These are Collabstr marketplace findings and report-era estimates—not a current, industry-wide measurement.
What Collabstr’s report measures
Collabstr says its 2024 report analyzes data gathered from 35,000 brands and 80,000 influencers, describing it as the company’s largest dataset to date. The figures reflect activity and observations connected to Collabstr’s own marketplace; the cited material does not establish that the dataset represents all brands, creators, or influencer campaigns globally. Collabstr’s 2024 report now also points readers to a newer annual report, so its findings should be read as a historical 2024 snapshot.
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What the report says about market size and growth
Collabstr estimated the influencer marketing market at $19.8 billion in 2024, up 13.7% from its $17.4 billion figure for 2023. Those values are report-era estimates, not an updated measurement of the market today. The report also relayed a projection that the global creator economy would rise from $127.65 billion in 2023 to $528.39 billion by 2030, implying a 22.5% compound annual growth rate. That is a forecast, not a measured result.
The market-growth estimate and marketplace spending figures describe different things. A rising estimate of total market size does not mean each brand’s campaign budget or cost per collaboration rose; in Collabstr’s own spending figures, average spend per collaboration declined.
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Which platforms and services appeared in paid collaborations
In the report’s breakdown of paid collaborations, Instagram and TikTok tied at 42% each. UGC accounted for 14%, and YouTube for 2%. These shares are Collabstr’s reported categories and denominator, not universal platform market shares.
| Measure reported by Collabstr | Share | What it describes |
|---|---|---|
| 42% | Share of paid collaborations in the report’s platform breakdown | |
| TikTok | 42% | Share of paid collaborations in the report’s platform breakdown |
| UGC | 14% | Share of paid collaborations in the report’s platform breakdown |
| YouTube | 2% | Share of paid collaborations in the report’s platform breakdown |
The report gives a separate measure for influencers offering paid services: Instagram led at 49%, followed by TikTok at 24%, UGC at 23%, and YouTube at 4%. This is a breakdown of service offerings, not the same measure as the paid-collaboration shares above. UGC creators on Collabstr increased 93% year over year, according to the report. The report also says UGC made up 14% of paid influencer collaborations in 2023.
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What it reported about campaign spending and creator prices
Collabstr put average brand spend at approximately $214 per influencer collaboration, down about 16.8% year over year. It also reported that 77% of budgets across its stated set of 10,000 paid campaigns went to US-based influencers. That geographic figure applies to those campaigns, not necessarily to all influencer-marketing budgets.
Average brand spend and creator asking prices are not interchangeable: one describes reported brand spending per collaboration, while the other describes what creators charge. The report and its announcement discuss directional changes in asking prices by platform, but do not provide a complete current pricing benchmark. The reported average therefore should not be treated as a quote for a particular creator, format, audience, or campaign.
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What trends and predictions the report highlighted for 2024
Collabstr’s discussion of 2024 trends and predictions includes AI-generated influencers, micro-influencers and authenticity, shoppable content, and trendjacking. It also identifies short-form video on TikTok, Instagram, and YouTube Shorts as relevant to discovery and brand collaborations. These are themes and forecasts the report raised for 2024; the report’s discussion alone does not show that every prediction came true.
In a March 7, 2024 announcement, Collabstr co-founder Kyle Dulay characterized the preceding year this way: “2023 was an interesting year that showcased the influencer marketing industry’s adaptability, despite economic uncertainty,” the PR.com release attributes the statement to Dulay. It is the co-founder’s view, not an independently verified conclusion.
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How to use these findings as a brand or creator
For budgeting or planning, the report is most useful as a window into activity on Collabstr’s marketplace during the period it covers. A brand can use its platform mix, UGC activity, and average-spend figure as context for questions to investigate—not as a guaranteed rate card or a market-wide benchmark. Creators should likewise distinguish reported marketplace trends from their own pricing, deliverables, audience, and negotiation terms.
Because the report is tied to the 2024 cycle and the page points to a 2025 report, it should not be presented as a snapshot of conditions in 2026. The cited material does not independently validate the market-size estimates or establish that marketplace observations represent the wider industry.
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