Influencer marketing is not a recent invention, but it has unquestionably reached new heights in the last decade.
In the olden days, movie stars, athletes, and musicians could make good money by promoting their products and services.
In those days, this was the most efficient way to reach and influence the target audience, but not anymore. Today, the focus has shifted to ordinary people with whom viewers can relate.
A social media influencer is someone who partners with different brands to help them increase brand awareness through online content creation and sharing their content with their loyal followers.
They get sponsorships from marketers for endorsing their products or services and driving purchases.
Despite the impact of Covid 19 on the world, the influencer marketing industry remains popular with brands and marketers this year and has become a staple in marketing schemes.
It may not be surprising to hear that influencer endorsements are far more vital to young people today than celebrity blogs and endorsements.
In this article, we have rounded up some influencer marketing statistics to show why you should make it part of your overall marketing strategy if you want to grow your reach online.
So let us see 30+ Influencer Marketing Statistics Worth Knowing!
General Influencer Marketing Statistics
Here are 30+ influencer marketing statistics worth knowing:
1. Instagram is the most popular channel for influencer marketing
With more than 1.3 billion monthly users, Instagram is one of the most preferred platforms for brands that want to engage in influencer marketing.
Although its popularity dropped slightly in 2021, it again hit the market with a bang. Today, Instagram is one of the most favored influencer campaign channels, used by 79% of the brands.
2. The searches for the “term influencer marketing” grow by 5000% monthly
Due to the growing popularity of influencer marketing, companies are placing greater focus on influencer marketing.
The growth rate for searches for the term “influencer marketing” grows by 5000% each month as more and more brands are investing in influencer marketing.
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3. 17% of the companies dedicate more than half of their annual budget to influencer marketing
According to a study by MediaKix, 17% of the companies devote more than half of their annual marketing budget to influencer marketing, while 18% spend around $100,000 to $500,000 per year on influencer marketing campaigns.
While this percentage is modest, it also indicates how fundamental influencer marketing has become for businesses these days. (BigCommerce).
4. US-based influencers get the most deals, followed by Canada, the UK, and Australia
Influencer marketing statistics show that US-based influencers get the most deals, while Canada, the UK, and Australia lag in receiving the influencer deals.
North American cities with the most influencers are Los Angeles, New York, Atlanta, Miami, and Chicago.
5. 90% of marketers believe that the influencer marketing industry has a better ROI than other channels
Generating a high return on investment is one of the priorities of marketers.
Many small startups are understandably worried about investing in the platform, wondering whether they will get the desired leads or not.
On the other hand, 89% of marketers believe that influencer marketing generates better ROI than other marketing channels.
6. Consumers are more likely to buy from those who look like common people
Celebrities are often seen as fakes, while influencers are perceived as more approachable, honest, and genuine.
For this reason, many young internet users rely on influencers who look like everyday people to find what’s cool and trending and decide what is reliable and worth buying.
7. 77% of marketers believe that micro-influencers will play a crucial role in the future
knowing that the posts on Instagram are designed by micro-influencers, it makes sense that 77% of marketers believe that micro-influencers will continue to play a crucial role in marketing in the future.
Based on a few facts about influencer marketing, marketers predict that AI and live video will continue to be important trends.
(Linqia)
8. Nano-influencers receive more collaboration requests than celebrities
Of the marketers surveyed, 25% say they would like to work with Nano influencers, while 22% prefer working with celebrities to promote their products.
It’s too commercial and is slowly fading away. What people want is a real connection, and nano-influencers provide the kind of credibility that makes that possible.
(Linqia)
9. 89% of marketers reuse influencer ads as a marketing strategy
Once the content is created and put online, it exists forever. So, a logical step for marketers is to reuse what they have already paid for.
Companies republish paid content as promoted posts on other social media channels or use it for organic growth, depending on the type of content created.
(Linqia)
10. 39% of influencer marketers use conversion as their primary measure of success
Trends are also changing when it comes to measuring the success of influencer marketing campaigns.
According to the influencer marketing hub, 39% of marketers use conversion as their primary measure of success.
Marketers used to use website engagement metrics, but in 2019, that trend was overtaken by calculating conversions., which makes sense too.
11. The influencer marketing industry expects to reach $16.4 billion by 2022
Influencer marketing is one of the most lucrative careers these days. In 2020, the market grew from $1.7 billion to $9.7 billion, while in 2021, it ascended to $13.8 billion and still growing steadily.
According to the latest statistics, the influencer marketing industry would grow to a whopping $16.4 billion industry.
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Social Influencer Marketing Statistics
12. 45% of influencers get campaign offers more than four times a month
Almost half of the influencers receive four or more offers from different brands in a month, but not all of those offers are accepted. 44% of influencers said they would only entertain one of four offers.
This statistic suggests that the demand for influencers in marketing is exceeding the supply at the moment.
(Influence.co)
13. Content generated by Influencers performs better than branded posts.
Consumers prefer influencer-generated content over brand-generated content. 60% of marketers say that content generated by influencers outperforms and turns more engagement than branded posts.
14. Influencers don’t use a contract in 63% of campaigns
Although marketers spend billions on influencer campaigns, 63% of them still do not use contracts to save themselves and their jobs. This is a bad practice that will change as management tighten.
(Influence.co)
15. 12% of influencers say they have no control over the copy used in promotions most of the time
Some recent influencer marketing statistics reveal that 12% of influencers don’t even write their posts and have no control over the copy used in promotions, which goes against the reliability and honesty that influencers are supposed to represent.
(Influence.co)
16. In 2022, the face of influencer marketing campaigns will be changed by personalization
Personalization is essential to a successful influencer campaign. Influencers need to be able to attract their audience on a more human level or through a realistic approach. Consumers possibly respond to people they feel familiar with.
To ensure success, it is also vital for marketers to partner with influencers who match their brand’s worth and personality.
Instagram Influencer Marketing Statistics
17. Instagram has over 1 billion active users
With more than one billion active users, Instagram is one of the biggest social media platforms to engage with your audience and tell them about your business.
In 2018, it had 1 billion registered users, a 1,000% increase since 2013. By the end of 2019, it also reached 1 billion monthly active users, solidifying Instagram as the platform brands need to leverage.
(Hootsuite)
18. 84% of Instagram Influencers are females
After evaluating more than 3 million Instagram posts marked as ads, Statista found that 84% of influencers creating sponsored posts on Instagram are women, compared to 16% of men. However, female influencers earn 30% less than male influencers.
19. 87% of users got attracted by seeing a product on Instagram
A big part of influencer marketing is reaching new audiences and getting them to take action. 87% of users say they are attracted by seeing a product on Instagram.
What type of attraction? Well, it may include following the brand account, visiting their website, or making an actual purchase.
20. 25% of sponsored posts on Instagram focus on fashion
Fashion brands often use Instagram to promote their clothes and products. 25% of Instagram sponsored posts are related to fashion.
In terms of social media demographics, more than 50% of Instagram users are 34 or younger.
Between their carefully curated posts, targeted ads, and decisive adoption of Instagram, fashion and beauty brands know how to engage consumers.
21. 500 million Instagram users watch the stories every day
Although Instagram wasn’t the first to come up with it, stories are the massively popular feature of the platform.
These are photo or video posts, available in a separate feed, and automatically disappear 24 hours after publishing.
The ability to link stories to websites has been a hit with both marketers and influencers.
(Hootsuite)
22. The majority of Instagram posts are by micro-influencers with less than 100,000 followers
Almost 30% of all profiles on Instagram belong to so-called micro-influencers with 2,000 to 100,000 followers.
The fascinating thing about influencer culture is that there is room for everyone to participate.
The top influencers on Instagram are just 1% of all accounts on the platform, with over 1 million followers.
YouTube Influencer Marketing Statistics
23. 10 brands spend more than $1 million on sponsoring YouTube videos
Sponsored video parts, basically ads embedded in videos, are becoming quite an investment for certain brands.
A new report from Business Insider reveals the top 10 brands that spent more than $1 million on sponsored YouTube videos. Some of the brands include SkillShare, Squarespace, Nord VPN, Blue Chew, and DLive.
(Influencer Marketing Hub)
24. 70% of teen YouTube subscribers are more engaged with YouTube creators than traditional celebrities
Celebrities still have the power to assure their followers, but we seem to care more about the opinions of the average person.
As per Google, 70% of teen YouTube subscribers are more traditional I’m more involved with YouTube creators than celebrities.
25. Half of YouTube’s top 10 stars are gamers
As per industry statistics, some of the platform’s most influential YouTubers are gamers. This reflects the continued growth of the rapidly increasing gambling industry.
To compete with sites like Twitch, YouTube has also embraced streaming, helping gaming channels gain traction.
(Forbes)
26. 6 out of 10 YouTube subscribers follow buying recommendations from their favorite creators, not their favorite celebrities
And it turns out that YouTube subscribers take product recommendations from their favorite creators seriously.
Around 6 out of 10 YouTube subscribers follow recommendations from their favorite creators, not their favorite TV show or movie
27. 4 in 10 millennials feel their favorite YouTube influencer knows them better than their friends and families
This influencer marketing statistic may seem shocking, but they certainly fit the whole concept of influencers.
Marketing to teenagers these days comes down to developing humble and relatable personalities who understand what young people are interested in.
This is why millennial influencers are so effective. Because of this, teens, millennials, and the rest of the younger demographic feel a strong connection with them.
(ThinkWithGoogle)
Influencer Marketing User Statistics
28. 49% of users depend on influencer recommendations when making a purchase
The influence of bloggers online is so great that 49% of users on the web rely on blogger recommendations to make their purchasing decisions.
This shows that influencers are at least as important as hardworking marketers.
(ION)
29. 94% of users consider trust and transparency important
Authenticity and transparency are the two main and important characteristics of high-profile influencers claimed by 94%.
If they want to retain followers, these social leaders must be original, cultivate their voices, and ensure that their actions are completely transparent.
(Marketing Charts)
30. Young people aged 18-34 are more likely to buy products recommended by influencers than celebrities
About ten years ago, celebrities such as actors, musicians, and athletes were the stars of product advertising. Influencers look more credible and trustworthy these days.
Only 9% of young people trust celebrities, compared to 22% of young people who trust the decisions of influencers.
(Marketing Charts)
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31. 19% of consumers use Facebook influencers to buy products
The latest influencer marketing Statistics show that 19% of users seek product buying advice from their Facebook influencers.
Today, the platform is not as popular as its sister network Instagram, but it is still the choice of thousands of influencer marketing companies.
(Shane Barker)
Shefali Jain is a Content Editor & Writer at National Planning Cycles.
After completing her graduation in hospitality, Shefali decided to follow her passion and started writing. Shefali has been writing for two years now and contributes to our website as a skilled editor and content writer with strong research skills. Writing product and service reviews, biographies, and book reviews are some of her key areas, among many others in which she specializes.