美國社會商業(yè)市場前景及投資研究報告-培訓(xùn)課件外文版2024.4拼多多temu

DIGITAL

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TRENDSSocialcommerceintheUnitedStatesCHAPTER

01OverviewValueofsocialcommercesalesworldwidefrom2022to2030(inbillionU.S.dollars)Socialcommercesalesvalueworldwide2022-20309,0008,0007,0006,0005,0004,0003,0002,0008,5006,5004,9703,7992,90520262,22120251,69820241,29820239921,0000202220272028202920303Description:Globalsalesthroughsocialmediaplatformswereestimatedat992billionU.S.dollarsin2022.Onlinepurchasesthroughthischannelwillbecomeevenmorepopularinthefuture.Forecastssuggestthatthevalueofsocialcommercesaleswouldreacharound8.5trillionU.S.dollarsby2030.ReadmoreNote(s):Worldwide;November2023Source(s):ResearchandMarkets;Percentageofonlineconsumersbuyingfromsocialnetworksinselectedcountriesworldwidein2022Shareofsocialcommercebuyersworldwide2022,bycountryShareofrespondentsOn-platformsocialcommerce

Socialcommerce30%

40%

50%

60%0%10%20%70%80%90%100%62%ThailandIndiaUnitedArabEmiratesChina88%50%49%86%86%84%52%46%ColombiaIndonesiaMexicoBrazilArgentina80%79%42%43%42%41%42%76%72%68%68%SouthAfricaUnitedStatesNetherlands32%63%27%56%4Description:Thailandhasoneofthehighestsharesofsocialcommercebuyersworldwide.In2022,nearlynineintenonlineshoppershadalreadypurchasedthroughsocialmediaplatforms,whileapproximately62percentsaidtheyhadcompletedatransactiondirectly"ontheplatform."IndiaandtheUnitedArabEmiratesrecordedthesecond-highestadoptionratesofsociale-commerce,at86percenteach.Inthesecountries,on-platformpurchasesaccountedfornearlyhalfofallorders.

ReadmoreNote(s):Worldwide;March25toApril7,2022;shoppersbuyingonlineatleastonceamonthSource(s):WundermanThompsonCommerceSocialcommerceGrossMerchandiseValue(GMV)intheUnitedStatesfrom2023to2028(inbillionU.S.dollars)SocialcommerceGMVintheU.S.2023-2028160140120100149.59126.55107.0590.5676.6180604020064.812023202420252026202720285Description:In2023,socialcommercesalesintheUnitedStateswereestimatedatnearly64.8billionU.S.dollars.Associalmedia'sinfluencecontinuestoincrease,U.S.socialcommerceisprojectedtoreachcloseto150billionU.S.dollarsby2028.

ReadmoreNote(s):UnitedStates;August2023Source(s):ResearchandMarkets;SocialcommerceasshareoftotalonlineretailsalesintheUnitedStatesfrom2021to2027SocialcommerceshareofonlineretailsalesintheU.S.2021-20279%8%7%8.4%7.9%7.3%6.6%5.9%6%5%4%3%2%1%0%5.1%4.1%202120222023*20242025202620276Description:In2022,roughlyfivepercentofonlineretailsalesintheUnitedStatesweregeneratedusingsocialnetworksasachannel.Withthenumberofsocialcommercebuyersexpectedtoincreaseoverthenextfewyears,thissegmentisforecasttoaccountforabout8.4percentoftotale-commerceretailsalesintheU.S.marketby2027.ReadmoreNote(s):UnitedStates;September2023;*Startingfromtheindicatedyear,figuresareforecasts.Itincludesproductsandservicesorderedviasocialnetworks,regardlessofthemethodofpaymentorfulfillmentused.Excludestravelandevent[...]

ReadmoreSource(s):eMarketer;InsiderIntelligence;TheInfluencerMarketingFactoryShareofvisitstoe-commercewebsitesfromsocialmediareferralsintheUnitedStatesfrom1stquarter2021to1stquarter2023,bydeviceSocialreferralstoe-commercesitesintheU.S.2021-2023,bydeviceTabletSmartphoneDesktop30%25%20%15%10%5%27%12%26%13%21%21%11%20%11%20%11%19%12%19%11%18%12%11%2%2%2%2%2%2%2%2%2%0%Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q120237Description:Forthemostpart,between2021and2023theshareofvisitstoe-commercewebsitesfromsocialmediareferralsintheUnitedStatesstayedsteadyacrossdevices,withtabletsseeingthemostvariation.Fromthethirdquartertothefourthquarterof2022,thepercentofvisitstoe-commercesitesfromsocialmediaplatformsonbothtabletsandsmartphonessawitslargestincrease.

ReadmoreNote(s):UnitedStates;Q12021toQ12023Source(s):SalesforceResearchCHAPTER

02ProductcategoriesMostpurchasedproductcategoriesonsocialnetworksintheUnitedStatesin2023MostpurchasedproductcategoriesonsocialmediaintheU.S.2023Shareofrespondents15%0%5%10%20%25%30%ApparelBeautyproductsHomeproductsTech25.6%19.4%13.5%8.3%Foodandbeverages6.2%9Description:In2023,theprevailingproductcategorypurchasedonsocialmediaintheUnitedStateswasapparel.Asindicatedbyasurvey,25.6percentofusersreportedthiscategoryastheirprimarychoiceformakingpurchasesonsocialnetworks.Followingcloselywerebeautyproductsandhomegoods,with19.4percentand13.5percentofrespondentsfavoringtheserespectivecategories.

ReadmoreNote(s):UnitedStates;October2023;1,000respondents;16yearsandolderSource(s):TheInfluencerMarketingFactoryMostpurchasedTikTokShopproductcategoriesintheUnitedStatesasofSeptember2023TopTikTokshopproductcategoriesintheU.S.2023,bysalesshareHouseholdcare4%Food11%Healthandbeautycare85%10Description:TikTokShoplaunchedintheUnitedStatesinSeptember2023.Inthefirstmonthofitslaunch,healthandbeautyproductswerethemostsuccessful,accountingfor85percentofsales.Thefoodcategoryrankedsecond,withabout11percentofsales.Theremainingshareofsaleswasderivedfromthecategoryofhouseholdcareproducts.ReadmoreNote(s):UnitedStates;September2023Source(s):Nielsen;RakutenInsightMainproductcategoriessoldbycontentcreatorsintheUnitedStatesin2023MainproductssoldbyinfluencersintheU.S.2023Shareofrespondents6%

8%0%2%4%10%12%14%16%18%17.1%MerchandiseDigitalproductsBeautyandskincareFashion12.8%11.2%8.7%HomeanddecorTech6.9%6.5%6.2%5.9%EntertainmentHealthandpersonalcareArtsandcraftsGaming5%4.1%4.1%FoodPetsandanimalsOther3.4%8.1%11Description:Accordingtoa2023survey,merchandisewasthetop-sellingproductcategoryamongU.S.contentcreatorsonTikTok,YouTube,andInstagram.Digitalproductsrankedsecond,garnering12.8percentofrespondents,trailedcloselybybeautyandskincareat11.2percent.ReadmoreNote(s):UnitedStates;October2023;500contentcreators;18-44yearsSource(s):TheInfluencerMarketingFactoryMostpurchasedproductcategoriesmadeandreleasedbyaninfluencerintheUnitedStatesin2023MostpurchasedproductcategoriesfrominfluencersintheU.S.2023Shareofrespondents15%0%5%10%20%25%30%35%MerchandiseBeauty30.9%18.9%18.7%FoodBeverageSupplement17.5%14.1%12Description:In2023,merchandisewasthemostcommonlypurchasedproductcategoryamongsocialbuyersintheUnitedStates.Accordingtoasurvey,30percentofuserssaidtheseitemswerethemostfrequentlyboughtproductsmadeandreleasedbyaninfluencer.Beautyfollowed,withnearly19percentofrespondents.ReadmoreNote(s):UnitedStates;April2023;1,000respondents;18-54+yearsSource(s):TheInfluencerMarketingFactoryCHAPTER

03SocialbuyersNumberofsocialcommercebuyersintheUnitedStatesfrom2021to2027(inmillions)NumberofU.S.socialbuyers2021-2027140118.1115.8120113.2110.4106.8102.696.9100806040200202120222023202420252026202714Description:In2023,theUnitedStateswashometoanestimated106.8millionsocialbuyers.By2027,thisfigureisforecasttogrowbyalmost10.6percent,withover118millionU.S.Americansexpectedtomakepurchasesthroughsocialnetworks.

ReadmoreNote(s):UnitedStates;2021to2027;14yearsandolder*;*Socialnetworkusershavemadeatleastonepurchaseviaanysocialchannel,includinglinksandtransactionsontheplatformitself,duringthecalendaryear,includingonline,mobileand[...]

ReadmoreSource(s):eMarketer;InsiderIntelligenceShareofsocialmediausersmakingpurchasesdirectlyonsocialmediaintheUnitedStatesin2022,bygenerationalcohortShareofU.S.socialcommercebuyers2022,byagegroup60%51%50%50%40%30%20%10%0%38%38%22%GenZ(18-25)Millennials(26-41)GenX(42-57)Babyboomers(58-76)Total15Description:AsofJune2022,approximatelyhalfofGenZandMillennialsocialmediausersintheUnitedStateshadengagedinatleastonepurchasethroughsocialchannels.ItwasfollowedbyGenXusers,aged42to57yearsold,withapproximately38percentofthembeingsocialcommercebuyers.ReadmoreNote(s):UnitedStates;June2022;2,225respondents;18-76yearsSource(s):eMarketer;InsiderIntelligenceNumberofbuyersinleadingsocialmediaplatformsintheUnitedStatesin2022and2025(inmillions)NumberofU.S.socialbuyers2022-2025,byplatform202220258069.470605040302010063.547.54137.823.718.115.9FacebookInstagramTikTokPinterest16Description:Approximately63.5millionshoppersintheUnitedStateswereestimatedtopurchaseonFacebookin2022,makingitthemostwidelyusedplatformforsocialcommerceintheNorthAmericancountry.ForecastssuggestthatbothFacebookandInstagramwillremainattheforefrontofsocialshoppingintheU.S.inthecomingyears,withover69millionand47millionshoppers,respectively,by2025.ReadmoreNote(s):UnitedStates;July2022;14yearsandolder*;forecast;*Socialnetworkusershavemadeatleastonepurchaseviaanysocialchannel,includinglinksandtransactionsontheplatformitself,duringthecalendaryear,includingonline,mobile[...]

ReadmoreSource(s):eMarketer;InsiderIntelligenceShareofuserspurchasingonleadingsocialmediaplatformsintheUnitedStatesin2023and2027SocialcommercebuyershareintheU.S.2023-2027,byplatform2023202745%40%35%30%25%20%15%10%5%42.7%39.5%37.4%36.4%36%34.4%0%TikTokFacebookInstagram17Description:In2023,TikTokbecametheultimatedestinationforsocialcommerceintheUnitedStates.Accordingtoestimates,about37.4percentofU.S.TikTokuserswerebuyersontheplatformthatyear.FacebookandInstagramfollowed,with36percentand34.4percentoftheirrespectiveuserbasesparticipatinginsocialshopping.Forecastssuggestacontinuousriseintheproportionofusersengaginginsocialcommerceacrossthesethreeplatformsby2027.

ReadmoreNote(s):UnitedStates;September2023;14yearsandolder*;estimates;*Socialnetworkusershavemadeatleastonepurchaseviaanysocialchannel,includinglinksandtransactionsontheplatformitself,duringthecalendaryear,including[...]

ReadmoreSource(s):eMarketer;InsiderIntelligenceCHAPTER

04PurchasingbehaviorMostpopularsocialcommerceplatformsamongdigitalbuyersintheUnitedStatesin2023MostusedsocialcommerceplatformsbydigitalshoppersintheU.S.2023Shareofrespondents10%0%5%15%20%25%FacebookInstagramYouTubeTikTok20.6%11.8%10.7%8.2%PinterestTwitter5.1%5.1%19Description:AstudyconductedinAugust2023revealedthatFacebookwasthetopsocialnetworkforshoppingintheU.S.,with20.6percentofdigitalshoppersreportingusingitforthispurposeinthemonthbeforethesurvey.Instagramrankedsecond,with11.8percentofU.S.shoppers,followedbyYouTubewith10.7percent.ReadmoreNote(s):UnitedStates;August2023;867respondentsSource(s):BizrateInsights;eMarketer;InsiderIntelligenceMostpopularsocialcommerceplatformsamongdigitalbuyersintheUnitedStatesin2023,byagegroupSocialcommerceplatformsmostusedbydigitalshoppersintheU.S.2023,byage18-3435-5455-6519.5%30%27.2%26.8%25%20%15%10%5%22.8%20%15.6%11.4%9.2%7.3%6.3%4.7%4.7%4.1%3.3%2%1.7%1.4%1%0%FacebookInstagramYouTubeTikTokTwitterPinterest20Description:Accordingtoa2023survey,FacebookisgenerallythemostpopularsocialnetworkfordigitalshoppersintheUnitedStates.Nevertheless,examiningage-relatedpreferencesrevealedthatyoungadultsaged18to34intheU.S.showedastrongerinclinationtowardInstagram.ReadmoreNote(s):UnitedStates;August2023;867respondentsSource(s):BizrateInsights;eMarketer;InsiderIntelligenceAverageretailsocialcommercesalesperbuyerintheUnitedStatesin2020,2023,and2027(inU.S.dollars)AverageretailsocialcommercesalesperbuyerintheU.S.2020-20271,4001,2001,0008001,224628600400200033820202023202721/statistics/1334493/social-commerce-sales-per-capita-usAccordingtoestimates,theaverageannualretailsocialcommercesalespershopperintheUnitedStateswouldexceed628U.S.dollarsin2023.Forecastssuggesta95percentincreaseinthisfigureby2027,amountingtoapproximately1,224dollars.ReadmoreNote(s):UnitedStates;2020,2023,and2027;14yearsandolder;estimatesSource(s):eMarketer;InsiderIntelligenceFrequencyofsocialmediashoppingintheUnitedStatesin2023SocialmediashoppingfrequencyintheU.S.2023Shareofrespondents0%2%4%6%5.2%8%10%12%14%16%18%20%DailyWeekly9.3%AfewtimesamonthMonthly13.2%14.5%SeveraltimesayearAfewtimesayearOnceayear13.2%19%13.5%Rarelyornever12.1%22Description:In2023,approximatelytwooutoftensurveyedusersintheUnitedStatesindicatedthattheyengageinsocialmediashoppingafewtimesayear.Meanwhile,14.5percentofrespondentsintheNorthAmericancountryreportedmakingsocialmediapurchasesonceamonth,withonly5.2percentdoingsoonadailybasis.ReadmoreNote(s):UnitedStates;October2023;1,000respondents;16yearsandolderSource(s):TheInfluencerMarketingFactoryMainreasonsforbuyingonsocialmediaintheUnitedStatesin2023,byagegroupTopreasonstobuyproductsonsocialmediaintheU.S.2023,byagegroupLimitedtimeoffers(e.g.30%off,buy1get1)Convenience-Idonothavetofillmyinfo(billingaddressandpayment)Promotedbytrustedinfluencer/creatorTodiscoverandsavenewproductsThereisfreeShippingOther100%90%80%70%60%50%40%30%20%10%0%18-2425-3435-4445-5454+23Description:ThemotivationsinfluencingU.S.consumerstomakepurchasesviasocialnetworksdifferbasedontheiragegroups.Among18-34yearolds,theprimaryfocusisonsavingmoneythroughtheutilizationoflimitedofferspromotedontheseplatforms.Conversely,olderrespondentsprioritizefreeshippingastheirpredominantconcern.Inbroaderterms,theexplorationandacquisitionofnewproductsalsoemergeassignificantfactorsdrivingpurchasesthroughthischannel.

ReadmoreNote(s):UnitedStates;October2023;1,000respondents;16yearsandolderSource(s):TheInfluencerMarketingFactoryMainsocialcommerceactivitiesduringholidayshoppingintheUnitedStatesinfrom2019to2023MainholidayshoppingsocialcommerceactivitiesintheU.S.2019-2023Browseproducts/giftideasReadreviewsDiscoverpromotionsVisitretailers'pagesMakeapurchase21%19%17%15%13%11%9%7%5%2019202020212022202324Description:BrowsingproductsandgiftideaswasthebiggestreasonU.S.consumersusedsocialmediainrelationtoholidayshopping.Readingproductreviewswassecond,wit19percentofconsumersdoingsoin2023.Inthesameyear,12percentofshoppersmadeholidaypurchasesusingasocialmediaplatform.ReadmoreNote(s):UnitedStates;2019

to2023;4,102respondents;18yearsandolderSource(s):DeloitteCHAPTER

05InspirationandinfluenceLeadingonlineplatformsforproductresearchintheUnitedStatesin1stquarter2023MainonlineplatformsforproductresearchintheU.S.2023Shareofrespondents30%0%10%20%40%50%60%AmazonSearchengineWYouTube56%42%37%25%Facebook20%InstagramTikTok19%19%NoneoftheseOther6%3%26Description:Accordingtoasurveycarriedoutinthefirstquarterof2023,nearlysixintenU.S.shopperslookedforproductsinformationonAmazon,while42percentpreferredtobrowsesocialengines.Socialnetworksalsoplayedanimportantroleinpre-purchasesearch,withYouTubeandFacebookbeingthemostusedplatformsforthispurpose.ReadmoreNote(s):UnitedStates;February8and9,2023;1,000*;18-75years;*Outofthetotalrespondents,212areGenZ,333areMillennials,198areGenX,and238areBoomers.

ReadmoreSource(s):JungleScoutShareofshoppersusingsocialmediatosearchforproductinformationintheUnitedStatesin2ndquarter2023,bygenerationalcohortSocialmediausageforproductsearchintheU.S.2023,byage40%35%35%30%25%20%15%10%5%29%14%2%0%GenZ(18-26years)Millennials(27-42years)GenX(43-58years)BabyBoomers(59-77years)27Description:IntheUnitedStates,GenZarethemostlikelytosearchforproductinformationthroughsocialmediaplatforms.Accordingtoasurveyconductedin2023,overathird(35percent)ofU.S.shoppersbetween18and26yearsoldstartthepurchasingprocessthroughthisshoppingchannel.ReadmoreNote(s):UnitedStates;Q22023;18-77yearsSource(s):Klarna;NepaGenZvs.allclothingshoppersmainonlinediscoverychannelsintheUnitedStatesin2023ToponlinediscoverychannelsforclothingbuyersintheU.S.2023ShareofrespondentsGenZ(15-26)

Allclothingshoppers15%

20%0%5%10%25%30%35%40%45%42%Browsingin-storeBrandwebsiteorapp38.5%39.8%33.6%39%Socialmedia28.2%26.8%Friend/familyorword-of-mouthRetailerwebsiteorapp20.3%24.2%30%28Description:WhencomparingGenZclothingshopperstothoseofallagesintheU.S.,thereissignificantreinforcementinusagetrendsofonlineshoppingchannelsforproductandbranddiscoveryamongyoungerconsumers.While38.5percentofoverallclothingshoppersreporteddiscoveringandmakingpurchasesthroughin-storebrowsing,thecorrespondingfigureforGenZstoodat42percent.Similarly,GenZshoppersexhibitedheightenedusageofbrandsitesandapps,socialmedia,and[...]

ReadmoreNote(s):UnitedStates;November2023;858respondents;15yearsandolder;clothingshopperswhodiscoveredandpurchasedanewclothingbrandorproductinthepast6monthsSource(s):eMarketer;InsiderIntelligenceShareofshoppersthatpurchasedaproductafterseeingitonsocialmediaintheUnitedStatesin2ndquarter2023,bygenerationalcohortConsumerswhoboughtanitemafterseeingitonsocialmediaintheU.S.2023,byage100%94%90%80%70%60%50%40%30%20%10%0%69%42%19%GenZ(18-26)Millennials(27-42)GenX(43-57)Boomers(58-77)29Description:In2023,youngerconsumerswerethemostlikelytobuyaproducttheyhadseenonasocialmediaplatform.Accordingtothesurvey,almost70percentofGenZandovernineoutoftenmillennialshoppersintheUnitedStatespurchasedanitemtheyhadpreviouslyseenontheirsocialmediafeed.ReadmoreNote(s):UnitedStates;Q22023;18-77yearsSource(s):Klarna;NepaTypesofsocialmediaaccountsshoppersfollowedandpurchasedfromintheUnitedStatesin2ndquarter2023,bygenerationalcohortSocialmediaaccountsusersfollowedandboughtfromintheU.S.2023,bygenerationInfluencers75%BrandsRetailers80%70%60%50%40%30%20%10%0%72%66%60%59%55%55%52%51%50%26%16%GenZ(18-26)Millennials(27-42)GenX(43-58)BabyBoomers(59-77)30Description:Accordingtoa2023survey,millennialshoppersintheU.S.,meaningthosebetweentheagesof18and25,exhibitedthehighestinclinationtobothfollowandmakepurchasesthroughinfluencers'socialmediaaccounts.Boomers,ontheotherhand,displayedapreferenceforretaileraccounts,whileallotheragecohortsleanedtowardsfollowingandengagingwithbrandaccountsonsocialmedia.ReadmoreNote(s):UnitedStates;Q22023;18-77yearsSource(s):Klarna;NepaAveragenumberoftimesconsumersviewedaproductonsocialmediabeforemakingapurchasedecisionintheUnitedStatesin2023,byagegroupTimesaproductonsocialmediawasviewedbeforepurchaseintheU.S.2023,byage1time1-2times3-5times5+times100%90%80%70%60%50%40%30%20%10%0%18-2425-3435-4445-5454+31Description:Basedonasurveyconductedin2023,themajorityofsocialshoppersintheUnitedStatesexamineaproductonsocialmediabetweenoneandfivetimesbeforereachingapurchasedecision,irrespectiveoftheirage.

ReadmoreNote(s):UnitedStates;October2023;1,000respondents;16yearsandolderSource(s):TheInfluencerMarketingFactoryCHAPTER

06AdvertisingandmarketingRevenueofthesocialmediaadvertisingmarketintheUnitedStatesfrom2019to2028(inbillionU.S.dollars)RevenueofthesocialmediaadvertisingindustryintheU.S.2019-20281009088.0885.3182.5379.668076.472.3366.6570605040302010063.1449.1338.44201920202021202220232024202520262027202833Description:Theadspendinginthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2023and2028byintotal15.8billionU.S.dollars(+21.84percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach88.08billionU.S.dollarsandthereforeanewpeakin2028.Notably,theadspendingofthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketwascontinuously[...]

ReadmoreNote(s):UnitedStates;2019to2028Source(s):DigitalMarketInsightsShareofselectedplatformsinsocialmediaadvertisingspendingintheUnitedStatesfromSeptember2020toAugust2023SocialmediaadspendintheU.S.2020-2023,byplatformShareSeptember2023toAugust202310%

20%September2021toAugust202230%September2020toAugust202140%

50%0%60%60%70%Facebook/InstagramX(formerlyTwitter)Snap60%63%5%12%13%10%11%10%7%7%8%Pinterest14%TikTok8%4%3%2%2%Reddit34Description:Asof2023,theyearlysocialmediaadvertisingspendingintheUnitedStatesforX(formerlyTwitter)hasplummeteddownfrom12tofivepercent.FacebookandInstagram'ssocialmediaadspendremainedrelativelystablefrom2020to2023,withaslightdropofthreepercentagepoints,reaching60percentin2023.TikTok'ssocialmediaadspendvaluehasgrownupto14percentinthecountry.ReadmoreNote(s):UnitedStates;September2020toAugust2023Source(s):Guideline;MediaPostInfluencermarketingspendingandsocialadvertisingspendinggrowthintheUnitedStatesfrom2019to2025InfluencermarketingspendandsocialadspendgrowthintheU.S.2023InfluencermarketingspendinggrowthSocialadspendinggrowth40%35%30%25%20%15%10%5%37.9%32.8%28.8%26.4%24.9%16.9%20.3%14.7%9.6%14.3%9.7%14%5.1%20224.1%20230%2019202020212024202535/statistics/1414712/influencer-marketing-vs-social-ad-spending-usaAccordingtoaforecastfromJuly2023,influencermarketingspendingintheUnitedStateswillgrowmorethanthreetimesfasterthansocialadspendin2023,anditwillcontinuegrowinggraduallywitharound14percentfromyeartoyearuntil2025.ReadmoreNote(s):UnitedStates;2019to2022Source(s):eMarketer;InsiderIntelligence;X(Twitter)InfluencermarketingspendingintheUnitedStatesin2023and2024,byplatform(inmillionU.S.dollars)InfluencermarketingspendingintheU.S.2023-2024,byplatform202320242,5002,210.51,958.82,0001,5001,0005001,253.91,070.2989.6986.61,002.9896.90InstagramYouTubeTikTokFacebook36Description:InfluencermarketingspendingonInstagramintheUnitedStateswasexpectedtoamountto1.95billionU.S.dollarsin2023.YouTubecameinsecond,projectedtocapture986milliondollarsoftheinfluencermarketingspend,whileTikToksurpassedFacebookinnabbingthirdplace,withexpensesamountingto986.6million.ReadmoreNote(s