YouTube influencer marketing is pulling in serious money, according to new data from eMarketer. This year, brands are expected to spend $2.89 billion on influencer campaigns on YouTube alone. That’s more than double what brands will spend on influencer marketing on TikTok and more than three times what Instagram will bring in.
Brands still prefer long form content
It shows that brands are betting on long-form content and trust. Short videos might be great for going viral, but brands still see more value in YouTube creators who can hold attention and explain products in depth. That trust translates into conversions.
eMarketer’s data shows that brands are willing to pay more for YouTube videos because they last longer, have better search visibility, and continue to drive sales long after the initial post. A TikTok might get huge engagement in the first few days, but a YouTube video can keep working for months or even years.
For creators, this is good news. If you’ve been focusing on short-form content, it might be time to think about building a stronger presence on YouTube. Long-form content pays off — not just from ads and memberships but through sponsored deals that actually stick.
How this benefits YouTubers
Some brands are still testing the waters on TikTok and Instagram, but the numbers speak for themselves. YouTube accounts for 31 percent of all influencer marketing spend in the U.S., compared to 17 percent on TikTok and just 14 percent on Instagram. That’s a clear sign that brands are chasing stability and longevity over fleeting trends.
The report also suggests that YouTube’s new features — like shopping integrations and better tools for affiliate links — are making it even easier for brands to track ROI. If you’re a creator with an audience that trusts your recommendations, brands are more likely to invest in your content over quick, viral videos elsewhere.
Influencer marketing is growing across every platform, but YouTube’s lead shows that depth and credibility still win. For creators who want to build sustainable income, investing in YouTube content is more than just smart — it’s where the money is heading.