European influencer marketing agencies are making their way to the U.S., entering with new leadership as they vie for an edge in talent and technology.
With influencer marketing maturing as a viable and measurable option for brands, it is becoming a competitive advantage for these agencies to set up shop in strategic markets and recruit talent there. It’s part of a “global expansion” for influencer agencies to have a “presence in multiple markets — giving them an ability to tap into local influencer networks and cater to multinational clients,” said Alex Dahan, CEO of influencer agency Open Influence.
U.S. expansion was only a matter of time — given that the U.S. continues to be the largest influencer market. Since 2019, global influencer marketing value has more than doubled to $21.1 billion in 2023, according to Statista. The influencer marketing spending was around $6 billion in the U.S. in 2023. Of this pool, social media influencers and creators in the U.S. have the largest followings and accounted for 75% of influencer marketing spending worldwide in 2023.
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