# The Influencer Marketing Industry is Booming. Here’s How Brands and Creators Can Find Success. Published 2021-10-18 · Updated 2026-03-18 · Professional AV on MarketScale Canonical: https://www.marketscale.com/industries/pro-av/the-influencer-marketing-industry-is-booming-heres-how-brands-and-creators-can-find-success > Two intersecting trends from the last year and a half are pushing the value of influencer marketing higher and higher. On one hand, an increase in accessible equipment and more platforms for posting creative content are skyrocketing the number of content creators. Some surveys signal as much as 40% of the entire global population… Block Field Two intersecting trends from the last year and a half are pushing the value of influencer marketing higher and higher. On one hand, an increase in accessible equipment and more platforms for posting creative content are skyrocketing the number of[ content creators](https://marketscale.com/industries/pro-av/should-av-marketers-treat-content-creators-as-prosumers-or-professionals/). Some [surveys](https://www.prnewswire.com/news-releases/2-in-5-people-are-content-creators-shure-unveils-findings-from-futuresources-new-study-301386162.html) signal as much as 40% of the entire global population is a content creator of some kind. On the other hand, a validation of online sales channels has been a boom for the larger influencer marketing industry, pushing it to [$13.8 billion](https://www.statista.com/statistics/1254039/influencer-marketing-spending-usa/) in value worldwide. Successful influencers, and in turn capital-amassing influencers, have been able to turn authentic, niche and loyal audiences into valuable pools for brands’ marketing campaigns. Success, though, proves to be elusive for many, and requires a difficult balancing act. How do you stand out in this influencer marketing landscape as a content creator, balancing the professional outreach of turning your content into an enterprise avenue for marketing ROI with the relatability that connects with an online audience? We asked two professionals innovating in the influencer marketplace how they see strategies shifting for both the creators as well as brands. We spoke with… - [Clayton Rannard](https://www.linkedin.com/in/clayton-rannard/?originalSubdomain=ca), Co-Founder of [Collabstr](https://collabstr.com/), an influencer hiring platform and marketplace for creators on TikTok, Instagram, and YouTube. - [Alessandro Bogliari](https://theinfluencermarketingfactory.com/alessandro-bogliari/), CEO & Co-Founder of [The Influencer Marketing Factory](https://theinfluencermarketingfactory.com/about-us/), a global influencer marketing agency working with enterprise clients. ### What Strategies Are Turning Brand Deals into Success for Influencers? Block Field ### What Strategies Are Turning Brands into Appealing Influencer Partners? Block Field ### More Stories Like This: #### [Today Everyone is a Content Creator. How Can AV Companies Tap into this Market?](https://marketscale.com/industries/pro-av/today-everyone-is-a-content-creator-how-can-av-companies-tap-into-this-market/) *A new [study](https://www.prnewswire.com/news-releases/2-in-5-people-are-content-creators-shure-unveils-findings-from-futuresources-new-study-301386162.html) from [Shure](https://www.shure.com/en-US) & [Futuresource](https://www.futuresource-consulting.com/reports/) shows nearly 40% of people self-identify as content creators.* #### [Authentic Social Media is an Ace in the Sleeve for Small Business](https://marketscale.com/industries/retail/authentic-social-media-is-an-ace-in-the-sleeve-for-small-business/) *For entrepreneurs looking to stand out as they build a new company in today’s tumultuous business climate, social media has proved itself as a powerful tool for engagement, brand-building, and developing trust between company and customer* --- Source: MarketScale, https://www.marketscale.com/industries/pro-av/the-influencer-marketing-industry-is-booming-heres-how-brands-and-creators-can-find-success. Published for AI indexing and citation; cite the canonical URL. Site guide for agents: https://www.marketscale.com/llms.txt