Social media is a global phenomenon. About 64% of the world uses Facebook, Instagram, and Twitch. Beyond connecting with friends, 68% of users follow their favorite brands. This shows social media’s power in shaping interactions and brand engagement.
Influencers are at the heart of social media’s growth. They are people and pets. They captivate audiences with their tips, insights, and entertainment. Brands can attract new customers by partnering with influencers. So, influencer collaborations are powerful tools for business growth.
Explore 30+ influencer marketing stats. They reveal insights on costs, engagement rates, and ROI. This will help you decide if this strategy aligns with your business goals.
What is influencer marketing?
Influencer marketing is a strategy where brands work with popular social media users. These influencers, including bloggers, celebrities, and experts, can build trust. They can create positive associations that benefit businesses. Anyone can grow a following, regardless of their background. So, this approach is a powerful marketing tool.
Brands have various options for collaborating with influencers. E-commerce firms may give away free products. This is to encourage reviews for sharing with followers. Or, brands can sponsor endorsements or partner with influencers to create targeted ads.
Influencer marketing is valuable. 69% of consumers trust influencer recommendations more than brand ads. This trust makes generating user-created content the primary goal of most influencer campaigns.
The influencer marketing landscape
With a clear grasp of influencer marketing, it’s time to explore its broader landscape. Key stats will highlight its impact and trends.
The influencer marketing industry is worth $24 billion.
Influencer marketing is thriving. Its market size will grow from $21.1 billion in 2023 to $24 billion by 2024.
Half of marketers use influencer marketing.
The influencer marketing industry thrives. Marketers rely on influencers’ credibility. In 2023, HubSpot found that half of marketers worked with influencers. B2C brands and agencies led this ahead of B2B firms and in-house teams.
More than half of the brands working with influencers run e-commerce stores.
E-commerce brands drive the growth of influencer marketing. Data show that 57.6% of businesses partnering with influencers operate online stores.
This stat shows e-commerce growth and its fit with influencer marketing. E-commerce stores can now collaborate with influencers worldwide. This is due to global accessibility. They can share products and link to stores without geographic limits.
36% of brands say influencer content outperforms branded content.
Brands are seeing great benefits from influencer marketing. 84.8% find it compelling. 36% say influencer content works better than their own.
Influencer marketing is a popular digital strategy. Audiences trust influencers more than brands, as branded content can seem biased. This trust drives results. 36% of marketers say influencer content outperforms brand posts.
Platform-specific influencer marketing statistics
Influencers thrive on various social media platforms. They differ in popularity, engagement, and success in driving sales. Understanding these differences is key to choosing the right platform for your efforts.
46.7% of marketers consider TikTok the most critical influencer marketing channel.
In 2024, TikTok and Instagram were the top platforms for influencer marketing. 69% of brands used TikTok and 47% relied on Instagram. Instagram’s usage has fallen from 76% last year. Still, 46.7% of marketers see it as the most vital platform for their campaigns. YouTube follows, with 33% of brands incorporating it into their strategies.
TikTok’s popularity offers brands a chance to use influencer campaigns. Its high engagement rates make this a prime opportunity. TikTok’s nano-influencers have an 18% engagement rate. That’s higher than Instagram’s 5% and YouTube’s 3.5%.
When working with TikTok influencers, check their engagement rates. Compare likes to recent video views. Work with influencers with high engagement. Let them create content that connects with their audience. Emily Chong, founder of Healthish, says close-up shots of influencers showing products often do well.
Fewer brands rely on Facebook for influencer marketing.
Facebook’s shift to a pay-to-play model has hurt retailers. Organic reach, or the proportion of followers who see unpaid content, has dropped.
Facebook is seeing a decline in influencer marketing, which many expected. Only 28% of brands now use it for campaigns.
E-commerce brands can use Facebook’s features to collaborate with influencers. This goes beyond standard posts. It offers unique, creative ways to engage audiences.
- Partner with an influencer to host a live stream
- Pay to amplify an influencerโs Facebook endorsementย
- Create Facebook Stories that appear at the top of usersโ Facebook feeds
20 Surprising Influencer Marketing Statistics
Relatable influencers have changed marketing. Social media now connects people worldwide. As more users join these platforms daily, companies see their marketing potential.
Influencer marketing boosts brand visibility. This guide explores its impact. It shares the latest insights.
1. Gen Zers generally trust influencers more than celebrities.
Brands need help to trust influencers. But influencer marketing can extend that trust to your business. 45% of European Gen Z consumers prefer fashion items endorsed by influencers over those by celebrities or friends.
With Gen Z using TikTok as their search engine, we should use influencer marketing to engage them. It’s a good fit for this content-driven audience. Brands can use influencers to share their message. It’s a trusted way to promote without self-promotion.
2. More brands and marketers use AI for influencer marketing.
As autonomous tech becomes popular, brands use AI to enhance influencer marketing.
Statista reports that 58% of marketers use AI to find influencers. Also, 18.6% use it for content sourcing and distribution. As AI tech becomes more common, its role in influencer marketing is expected to grow.
3. 75% of people use social media for purchasing advice.
LinkedIn data shows its importance for brands. They are considering more investment in social media and influencer marketing. Social platforms are essential for building trust, showcasing value, and highlighting product uniqueness. Niche influencers can help. They can expand your audience, boost sales, and enhance visibility.
4. 69% of consumers trust influencer recommendations.
A Matter Communications statistic shows that social media influencers are valuable. They help brands connect with their audiences. Brands can leverage trust in influencers. Their recommendations boost sales and repeat purchases.
5. TikTokโs Creativity Platform for Influencers
In 2020, TikTok launched the Creator Fund to support creators. It aims to help them earn a living from their unique content. TikTok launched the Creative Platform Beta. It followed criticism over low pay and an unfair model. It is now available in the U.K., U.S., France, Brazil, Korea, Japan, and Germany.
The platform is new. It aims to provide fair rewards and improved compensation for top creators. This should attract many new influencers.
6. TikTok is the most popular influencer marketing channel.
TikTok is the top platform for branded marketing, especially with young users. A report on influencer marketing says 66% of brands now use TikTok for campaigns. This is more than the 47% for Instagram and 33% for YouTube. This shift underscores the increasing dominance of video-based media in the digital era.
7. U.S. TikTok influencer content earns healthy engagement rates.
Influencer Marketing Hub reports an 18% engagement rate for U.S. TikTok influencers. That’s much higher than YouTube’s 0.51% and Instagram’s 2.39%. This impressive performance makes TikTok a compelling choice for influencer marketing efforts.
8. Influencer marketing campaigns earn $5.78 for every dollar spent.
In 2024, 60% of marketers will increase their influencer budgets. Businesses earn an average of $5.78 for every dollar spent, with some earning as much as $18. Influencer Marketing Hub recommends using Instagram, TikTok, and X for these campaigns.
9. Influencer marketing helps to get better customers.
It’s vital to connect with influencers who share your brand’s values. 85% of marketers found success in using influencer marketing to get customers. So, its impact is growing.
10. Fashion, beauty, and gaming are the most popular niches for influencer marketing.
The State of Influencer Marketing Report says that fashion and beauty are the top sectors for it. 21.6% of brands use it in their core strategies. The top-mentioned fashion brands include Zara, Shein, H&M, NA-KD, Pretty Little Thing, and ASOS. Gaming is gaining traction; 11.9% of brands are boosting their influencer campaigns.
11. Brands plan to increase spending on influencer marketing.
Brands and marketers are increasingly recognizing the powerful results of influencer marketing. According to a Taradel survey, 94% of small businesses plan to raise their budgets next year. This investment aims to boost brand awareness and reach. It will also strengthen advocacy. Influencer marketing is now a key measurable channel.
12. The influencer marketing industry is expected to hit $24 billion by 2022.
Influencer marketing has experienced remarkable growth in recent years. In 2016, the industry was worth $1.7 billion. Statista projects it will hit $24 billion by 2024. The industry is evolving into a more dynamic marketplace.
Marketers must adapt to this rapid growth. They must improve campaign measurement, build scalable analytics, and manage influencer relationships.
13. Most marketers with an influencer program work with a pool of creators.
Meltwater’s State of Social Media Report says most marketers prefer niche influencers. They want a small group of 1 to 10. This approach aims to build strong, lasting relationships. They will drive brand growth, boost conversions, and improve customer acquisition. This will raise marketing ROI.
14. Google searches for โInfluencer Marketingโ rose 400% between 2016 and 2023 in the UK alone.
Influencer marketing is now a top digital strategy. According to Adobe, U.K. Google searches have increased 400% since 2016. This growth highlights its lasting impact and significant value in boosting brands.
15. 42% of customers use ad-blocking.
Backlinko says 37% of U.S. laptop users and 15% of mobile users use ad blockers. So, traditional ads are losing their impact. Influencers are filling this gap. Audiences eagerly engage with their content. This is shifting ad power toward real people and their authentic voices.
16. Marketers spend up to $100,000 – $500,000 on influencer marketing campaigns.
Influencer marketing spending has grown significantly in recent years. It continues to rise. Oberlo says 20.9% of marketers will invest $1,000 to $10,000, and 22.8% will spend $100,000 to $500,000 on full campaigns.
17. 76% of users intended to sell based on a social media post.
Itโs a factโ76% of users have purchased or plan to sell a product influenced by a social media post. Pew Research says visual content drives the most conversions. 4 in 10 consumers buy quickly after seeing an influencer’s post.
18. YouTube is catching up with Facebook.
Facebook is still dominant. But YouTube is quickly gaining ground. It is making influencers into millionaires. The platform has made ordinary people, like PewDiePie and Ryan’s World, global celebrities. They appeal to diverse audiences of all ages. Marketers are investing more in YouTube influencer campaigns. They want to reach a broad and impactful audience.
19. 60% of consumers are influenced by social media or blogs while shopping in-store.
Comparison shopping has evolved. Research shows that only 3% of consumers would buy an in-store product promoted by a celebrity. Yet, online creators influence 60% of them. Also, over half of shoppers use blogs and social media on mobile devices before buying. This shows the need for accessible content to shape a product’s reputation.
20. 71% of marketers believe that influencer partnerships are good for business.
Influencer marketing shouldnโt be a one-time effort but an ongoing strategy. Smart Insights says 71% of marketers find influencer campaigns better. They deliver higher-quality customers and traffic than other sources. Building long-term relationships with influencers can make them brand ambassadors. This enhances their credibility and connects them more with audiences.
FAQs
What is the definition of a rate in influencer marketing?
In influencer marketing, a “rate” is the price an influencer charges to promote a brand or product. This cost can vary. It depends on the influencer’s follower count, engagement rate, and the platform. It also depends on the type of collaboration, like sponsored posts, stories, or videos.
What is a mega influencer?
A mega influencer is a social media user with over 1 million followers and a vast reach. They are often celebrities, public figures, or famous content creators. Brands work with them to boost campaigns and visibility.
How many influencers put up a false reality?
Studies suggest that many lifestyle and fashion influencers curate content. This content may show an unrealistic, idealized reality. It may include edited photos, exaggerated claims, and curated lifestyles. It’s meant to attract followers.
What are the best types of brand deals for influencers?
The best brand deals for influencers are partnerships. They should match the influencers’ niche, values, and audience interests. Popular deals include long-term collaborations, sponsored posts, affiliate marketing programs, and product sponsorships. These deals let influencers promote products authentically. They add value for their followers and the brand.
Conclusion
In conclusion, influencer marketing shapes the digital world. It gives brands a unique chance to connect with audiences. They can do it in an authentic, positive way. Success lies in building genuine partnerships. They must align with your brand’s values and goals. This includes knowing key metrics, like rates and engagement. You must also identify the correct type of influencer. As the industry evolves, trends and strategies will change. Stay informed to keep your campaigns effective and resonate with your audience.
