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.
The DL: In the evolving landscape of influencer marketing, agencies are strategically expanding globally to gain a competitive edge. With the U.S. being the largest influencer market, agencies are establishing a presence there to tap into local networks and cater to multinational clients. The global influencer marketing value has doubled since 2019, reaching $21.1 billion in 2023. Social media influencers in the U.S. account for 75% of worldwide influencer marketing spending. Recently, U.K. creator agency Buttermilk opened its first U.S. office in Miami, citing the city's vibrant talent pool. Challenges like scaling partnerships and discussing compensation have led agencies to invest in AI integrations. Billion Dollar Boy, a U.K.-based agency, launched a division focused on generative AI and expanded to the U.S., generating $40 million in 2022 revenue. The U.S. expansions could position these agencies for acquisition by larger players recognizing the significance of influencer marketing in the industry.
