The world of marketing is witnessing a significant shift, as brands are increasingly turning to celebrities and influencers to promote their products. According to a recent study by SponsorUnited, over 25% of new brands entering the endorsement landscape have done so in just the past year. This trend is not limited to small players; major brands like L'Oréal and Walmart have also jumped on board, securing multiple endorsement deals. The study reveals that consumer products, food products, and apparel and accessories are among the top categories for these new entrants.


The rise of social media has played a significant role in this shift. Platforms like TikTok and YouTube have become essential channels for influencers to build their audience and reach out to brands. As a result, 36% of influencer followers now come from TikTok, compared to just 6% for celebrities. Meanwhile, celebrities tend to dominate Instagram, Facebook, and X (formerly Twitter), with 61%, 18%, and 13% of their followers respectively coming from these platforms.


The numbers don't lie; Jimmy "MrBeast" Donaldson's account has seen an incredible growth of 182 million followers in the past year, making him the number one influencer in terms of follower gain. This trend is not limited to individual influencers but also reflects a broader shift towards platform popularity among both celebrities and influencers.

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