Key stat: US social network amplified content ad spending will match creator sponsored content revenues at $14.15 billion in 2027 before surpassing them in 2028, according to a February forecast from EMARKETER.

Beyond the chart:

• The demand side is already catching up to the forecast. Some 57% of ad buyers say influencer ads and partnerships are their top investment priority for 2026, up from 48% in 2025, per IAB.
• Meanwhile, the shift toward amplification may be accelerating for the wrong reasons. Some 77% of senior marketing decision-makers plan to pull budgets from traditional creator marketing toward genAI creator content, yet only 26% of consumers think AI-produced creator content performs better than the real thing, per Billion Dollar Boy.

Use this chart: Drop this in your next influencer budget or media planning meeting to show how the economics of creator marketing are flipping. Use the 2027 crossover point to make the case for why amplification strategy needs its own line item, not just an afterthought to sponsored content deals.

Related EMARKETER reports:

• Creator Economy 2026 (EMARKETER subscription required)
• Creator Economy Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, company reports, and device adoption trends.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.